第
30
卷
摇
第
5
期 许衍凤
,
杜恒波
,
赵晓康
:
餐饮老字号品牌延伸对品牌形象的影响机制研究
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[
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[
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[
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,
赵晓康
.
感知契合度对老字号品牌延
伸态度的影响
:
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[
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]
.
北京
工商大学学报
:
社会科学版
,
2014
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[
24
]
唐建生
,
翟海英
,
许倩
.
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———
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[
29
]
许衍凤
,
赵晓康
.
中华老字号品牌形象结构维
度实证研究
[
J
]
.
山东工商学院学报
,
2015
(
1
):
53 - 59.
[
30
]
严新锋
,
王炳旭
,
刘春红
,
等
.
网络品牌社群参与
的需求层次模型
———
基于扎根理论的探索性研究
[
J
]
.
经
济经纬
,
2015
(
1
):
90 - 95.
Research on Impact Mechanism of China蒺s Time鄄honored Catering Brand
Extension upon Brand Image Based on Perspective of Perceived Fit
XU Yanfeng
1
, DU Hengbo
1
& ZHAO Xiaokang
2
(
1. Shandong Institute of Business and Technology
,
Yantai
,
Shandong 264005
,
China
;
2. Glorious Sun School of Business Administration
,
Donghua University
,
Shanghai 200051
,
China
)
Abstract
: On the basis of literature review, a theoretical model is constructed to study the impact of China蒺s time鄄honored
catering brands extension upon brand image based on the perspective of perceived fit. Through a series of pre鄄test, the Quanjude
and Bian yi fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, ham鄄
burger, tea and coffee. The situational simulation is used to introduce the four virtual extension products, with 8 versions survey
questionnaire designed to test the theoretical model. Through structural equation model, the main conclusions of the study are
drawn as follows: firstly, the dilution effect of China蒺s time鄄honored catering brand extension on brand image depends on the per鄄
ceived fit of extension product and parent brand; secondly, this study verifies the existence of the factors of perceived cultural fit
between the extension and the parent brand; thirdly, the perceived quality of China蒺s time鄄honored catering brands has an insig鄄
nificant impact on the attitude of consumer蒺s brand extension.
Key Words
: China蒺s time鄄honored brand; brand extension; brand image; perceived fit
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