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1、第19卷第3期管理科学Vo.l19No.32006年6月MANAGEMENTSCIENCESINCHINAJune,2006消费者对品牌延伸的评价价格与延伸相似度的交互影响银成钺,于洪彦吉林大学商学院,长春130012摘要:目前对影响品牌延伸评价的因素研究主要以延伸相似度等因素为主,而延伸产品价格是个被忽略的因素,因此把价格因素加入到消费者对品牌延伸的评价中,探讨品牌延伸相似度与品牌延伸产品价格是否存在交互作用,采用被试间试验设计的方法进行实证研究,结果发现在品牌延伸评价中的确存在着价格和延伸相似度的交互作用,价格在低相似延伸中对购买意向起到正
2、向作用,在高相似延伸中则具有负向影响。关键词:品牌延伸;延伸相似度;价格;交互作用中图分类号:F045.32文献标识码:A文章编号:1672-0334(2006)03-0043-08InteractionEffectsbetweenPriceandExtensionSimilarityonConsumerEvaluationsofBrandExtensionYINChengyue,YUHongyanSchoolofBusiness,JilinUniversity,Changchun130012,ChinaAbstract:Atpresent,th
3、eresearchesontheinfluencefactorsofconsumerevaluationsofbrandextensionmainlytaketheextensionsimilarityastheprimaryfactor,butthepriceofextensionproductisneglected.Basedonthis,thepaperputsthepricefactorintotheconsumerevaluationsofbrandextension,andconductsabetweengroupsexperimen
4、tbysurveying200actualChineseconsumers.Theresultshowsthatthereareinteractioneffectsbetweenpriceandsimilarityonconsumerevaluationsofbrandextension.Whenbrandextensionisinlowsimilarity,pricehasapositiveeffecttoconsumerbuyingintention.Onthecontrary,whenbrandextensionisinhighsimilari
5、ty,pricehasanegativeeffecttoconsumerbuyingintention.Keywords:brandextension;extensionsimilarity;price;interaction收稿日期:2006-02-20作者简介:银成钺(1974-),男,辽宁沈阳人,吉林大学商学院博士研究生,研究方向:品牌、消费者行为等。[21]KaufmannPatrickJ,JohnStanworth.TheDecisiontotiveEmpiricalInsightsfromaServiceFranchisePurcha
6、seaFranchise:AStudyofProspectiveFran[J].JournalofSmallBusinessManagement,1990,chisees[J].JournalofSmallBusinessManagement,28(July):46-61.1995,33(October):22-32.[24]StanworthJohn,JamesCurran,JensineHough.The[22]DantRajivP,KentBMonroe.PhilosophicalandFranchisedSmallBusiness:Form
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8、nfromtheFranchiseePerspec1984.44管理科学
