Parent brand

Effects of Parent Brand Image and Fit on Brand Extension Attitude

母品牌形象、拟合度对延伸产品态度的影响研究

The difference is that parent brand quality and credibility are necessary condition but not sufficient condition .

与以前研究结论不同的是，母品牌质量和母品牌可信度对高科技品牌延伸成功是必要但非充分条件。

The Analysis of Brand Extension Impact on Parent Brand Memory Structures and Retrieval

品牌扩展对品牌的记忆结构及提取的影响分析

With the parent brand name being used on new products , consumer 's evaluation on parent brand name reduced .

品牌扩展的稀释效应，是指随着核心品牌在新产品上的使用，消费者对核心品牌的评价有所下降的现象。

Customer equity can not only reflect customers ' acceptance of new product , but also reflect customers ' attitude to parent brand .

用顾客资产分析品牌延伸效果不仅能反映顾客对延伸产品的接受度而且反映了顾客对母品牌的态度；

The former conclusions to the general brand extension evaluation indicate that similarity is the most important one in the first level , next is the parent brand competitiveness .

以前学者针对一般品牌延伸评价的研究表明，在一级指标中，相似度是最重要的，其次是母品牌力量。

The differences lie in the conclusions that parent brand quality has no distinct and positive to brand extension success , even parent brand credibility has negative effect .

与以前结论不同之处在于，母品牌质量对延伸成功的积极影响不显著，甚至出现了母品牌可信度对延伸成功存在消极影响的结论。

Then making an establishment retrospective model including nine assumptions . Finally , the results demonstrate : the luxury brand extension would have diluted the role of parent brand image .

接着本文通过建立回溯模型，提出九个相关假设，并展开问卷调查。最终，本文研究结果证明：奢侈品品牌延伸对母品牌形象会产生稀释作用。

Based on the theory of long-term memory , the paper analyses the impact of extensions on parent brand memory structures and concludes that brand extensions can enhance the strength of the memory association .

从有关的记忆理论及相关研究分析品牌扩展对核心品牌的影响。认为品牌扩展会增强品牌的记忆网络，促进对核心品牌的提取。

Through the comparison of the attitude toward the parent brand between the experimental group and the control group , we can find the feedback effects of brand extension on parent brand only in the owner groups .

通过对比实验组和控制组在母品牌态度评价上的差异，发现品牌延伸对母品牌的反馈影响只在拥有者群体得到了证实。

Perceived quality of parent brand , fit and consumers innovative are positively related to service brand extension evaluation . Perceived risk of extending product / service and service brand extension consumer evaluation are negatively correlated .

感知母品牌质量、匹配度和消费者创新性与服务品牌延伸消费者评价正向相关，感知延伸品风险与服务品牌延伸消费者评价负向相关。

Among these factors , except cultural fits , the most important six ones are parent brand trust , product fit , consumer innovation , purchase risk , the existence of competitor brands , and the need of extension product .

其中，除文化契合外，主要的影响因素包括母品牌信任、产品契合、消费者创新、购买风险、竞争者品牌的存在以及延伸产品需求这六个。

Perceived fit moderates the relationship between parent brand quality and the extension brand trust , when a high - quality parent brand with a high-fit extension product present , consumer would show higher trust on the extension product .

延伸契合度对母品牌质量与延伸品牌信任的关系起调节作用，并且消费者对高契合度高母品牌质量的延伸品牌信任较高。

If the evaluation of the brand awareness , the perceived fit , the perceived quality of the extension brand , the original parent brand image and the perceived difficulty of the brand extension are higher , the dilution effect on the parent brand image will be smaller .

消费者对品牌知名度、延伸品牌与母品牌的感知契合度、延伸品牌的感知质量、原母品牌形象以及延伸品牌的感知制造难度的评价越高，延伸行为对母品牌形象的稀释作用越小。

Therefore , in setting up the brand , Wenzhou 's enterprises should face the dilemma in brand policy , adopting the parent and subsidiary brand policy to avoid the risk of brand decision .

温州企业在品牌建设中，应该正视品牌决策的二难选择，走中庸之道，运用母品牌加子品牌策略，规避品牌决策风险。