感知契合度对老字号品牌延伸态度的影响——消费者创新性的调节效应研究

The Impact of Perceived Fit upon China Timed-honored Brand Extension Attitude:Research on Modulating Effect of Consumer Innovativeness

中文关键词:  老字号品牌  品牌延伸  感知契合度  品牌延伸态度  消费者创新性

英文关键词:China time-honored brand  brand extension  perceived fit  brand extension attitude  consumer innovativeness

中文摘要:

      选择具有中国文化特色的老字号品牌为研究对象,通过一系列的预测试,选取了“全聚德”和“便宜坊”两个母品牌以及月饼、汉堡、茶叶和咖啡四种感知契合度不同的虚拟延伸产品。设计了两个母品牌和四种延伸产品不同组合的八个版本的调研问卷,对老字号品牌延伸中消费者创新性的调节效应进行调研。通过大样本调研数据得出结论:延伸产品与母品牌之间的感知契合度正向影响老字号品牌延伸态度；消费者创新性反向调节感知契合度与品牌延伸态度之间的关系。

英文摘要:

      China time-honored brand is selected as the research object. Through a series of pre-test, the Quanjude and Bian Yi Fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, hamburger, tea and coffee. There are 8 versions of survey questionnaire designed to investigate the moderating effect of consumer innovativeness. Through the large sample survey, main conclusions are as follows. The perceived fit between the extension and the parent brand has a positive effect on consumer's extension attitude. In the process of China time-honored brands' extension, consumer innovativeness has a moderating effect on the perceived fit and extension attitude. 