【摘要】 市场契合度反映了延伸产品与原产品的市场相似关系,在很大程度上决定了延伸产品的被接受水平。本文在理论分析的基础上,利用问卷调查收集的一手数据,通过逐步回归方法,实证分析了市场契合度对品牌延伸绩效的影响。结果表明,市场契合度促进了品牌延伸绩效的提升,并通过品牌认同起到部分中介作用。此外,技术关联对主效应也具有一定的正向调节作用。分不同延伸情境发现,同技术领域延伸的情境下,技术纵向关联强化了市场契合度与品牌延伸绩效之间的关系;不同技术领域延伸情境下,技术纵向关联、技术横向关联都会使市场契合度与品牌延伸绩效之间的关系得到强化。更多还原

【Abstract】 Reflecting similar relationship between extended product and original product in the market, market fit largely determines the acceptance level of extended product. Based on theoretical analysis, this paper collects first-hand data through questionnaires and empirically analyzes the impact of market fit on brand extension performance through stepwise regression method. The results show that market fit promotes the improvement of brand extension performance and plays part of mediating role through brand identity. In addition, technology correlation also plays a positive regulating role to the main effect. According to different extension situations, it is found that the deep correlation of technology strengthens the relationship between market fit and brand extension performance. In the context of extension of different technology fields,deep correlation of technology and bread correlation of technology strengthen the relationship between market fit and brand extension performance.更多还原