科研管理

科研管理 ›› 2016, Vol. 37 ›› Issue (4): 94-101.

• 论文 • 上一篇    下一篇

高科技品牌延伸中品牌类型和品牌忠诚对技术一致性效应的影响

郑春东,马珂   

  1. 天津大学管理与经济学部
  • 收稿日期:2013-11-05 修回日期:2016-01-19 出版日期:2016-04-20 发布日期:2016-04-13
  • 通讯作者: 郑春东
  • 基金资助:

    国家自然科学基金：认知不对称视角的品牌延伸评价模型及维度识别与强度测量研究（基金编号：71072154，起止时间：2011-2013）。

A study of technology consistency in the extension of high-tech brands

Zheng Chundong, Ma Ke   

  1. College of Management and Economics, Tianjin University, Tianjin 300072, China
  • Received:2013-11-05 Revised:2016-01-19 Online:2016-04-20 Published:2016-04-13

摘要： 高科技品牌在进行品牌延伸时，延伸产品与母品牌产品之间的技术一致性并非总是有效的，品牌类型和品牌忠诚度会影响技术一致性在品牌延伸中的作用。通过文献综述、问卷和量表的测量，对实验数据进行了统计分析，结果表明：对于综合导向型高科技品牌，无论消费者的品牌忠诚度的高低，消费者对于技术适度不一致延伸产品的评价与技术一致的延伸产品的评价没有差异；对于功能导向型高科技品牌，与品牌类型相比消费者的品牌忠诚度起到更显著的作用，高品牌忠诚的消费者对技术适度不一致的延伸产品的评价与技术一致产品的评价没有差异，同时对技术极度不一致的延伸产品的评价有明显的提高，低品牌忠诚的消费者对延伸产品的评价则依赖于延伸产品与母品牌产品的技术一致性水平。

关键词: 高科技品牌, 技术一致性, 综合导向型品牌, 功能导向型品牌, 品牌忠诚

Abstract: During brand extension of high-tech brand, the technology consistency between products of parent brand and the extension product is not always effective. Brand type and brand loyalty play a moderate role in the effect of technology consistency on brand extension. Through literature review, questionnaires and scales, this paper did statistical analysis based on the experimental data. The results indicated that: for integrated oriented high-tech brand, regardless of the level of brand loyalty of consumers, there is no difference between the evaluation of technology moderately inconsistent extension product and technology consistent extension product; for functional oriented high-tech brand, compared to brand type, brand loyalty plays a more important role. When consumers have high brand loyalty, their evaluation of the technology moderately inconsistent extension product and technology consistent extension product are no difference; when consumers have low brand loyalty, their evaluation of the extension products will depend on the consistent level of the technology between parent brand products and extension products.

Key words: high-tech brand, technology consistency, integration-oriented brand, function-oriented brand, brand loyalty