【作者】 杨恒；

【导师】 廖成林；

【作者基本信息】 重庆大学 ， 企业管理， 2007， 硕士

【摘要】 在消费者心中,品牌具有性别气质,品牌通过其性别气质来实现市场定位。为了占据更多的细分市场,管理者会考虑对品牌进行性别气质延伸,推出与现有产品性别气质不同的延伸产品。这时,管理者希望知道消费者对延伸产品的态度会受到哪些因素的影响以及是如何影响的。本文以性别图式理论为基础,结合自我概念一致性模型,并借鉴品牌延伸的相关理论,围绕该问题进行了系统的分析。首先,本文把性别图式理论和自我概念一致性模型结合起来,对品牌的性别气质结构进行了理论分析,构建出了品牌的性别气质模型。并以此为基础,采用词汇归纳法,编制出了品牌的性别气质量表。品牌的性别气质模型由两个相互独立的维度构成,即男性气质维度和女性气质维度。品牌的性别气质量表由男性气质分量表(11个项目)和女性气质分量表(13个项目)构成,该量表具有较理想的信度和效度,是品牌性别气质的测度工具。然后,本文把自我概念一致性模型和品牌延伸的相关理论结合起来,提出了基于性别气质的品牌延伸态度的影响因素——自我概念一致性和感知相似性,接着对其影响进行了实证检验。本文发现,对基于性别气质的品牌延伸来说,消费者关于延伸产品的自我概念一致性对其购买可能性有正面影响,但对其感知质量没有影响。感知相似性对延伸产品的感知质量有正面影响,但对延伸产品的购买可能性没有影响。换言之,当品牌进行性别气质延伸时,自我概念一致性是影响品牌延伸购买态度的因素,而感知相似性是影响品牌延伸质量态度的因素。本文还发现,不同性别身份的消费者对同一延伸产品的感知质量不存在差异;当延伸产品具有某种典型的性别气质时,在四种不同性别身份的消费者中,与延伸产品性别属性相同的消费者对该延伸产品的购买可能性最大。最后,对管理者而言,品牌的性别气质模型和量表是对品牌性别气质进行管理的理论依据和测度工具。在进行品牌性别气质延伸时,如果关注消费者的购买态度,应当以性别身份来细分市场,推出与消费者自我概念相吻合的新产品;如果希望得到质量认同,则应推出与现有产品相似性强的新产品。更多还原

【Abstract】 For positioning, a brand establishes spcific gender traits in consumers’mind. And to cover more market segments, managers will consider extending the brand to other segments by new products, which gender traits differ from original products. Managers want to know factors influencing consumers’attitudes toward extension products, and the influencing mechanism. Based on Gender Schema Theory and Self-concept Congruity Model, and theories of brand extension, this paper analyzes the thesis systematically.Firstly, the paper utilizes the method of criterion research to analyze the construct of brand’s gender traits by integrating the Gender Schema Theory with the Self-concept Congruity Model, and create a model of brand gender traits. And then, based on the model of brand gender traits, this paper develops a brand gender traits scale by the glossary induction. The model of brand gender traits is composed of two independent dimensions, on the other hand, the brand gender traits scale is consisted of masculine sub-scale containing 11 items and feminity sub-scale containing 13 items. With ideal reliability and construct validity, the brand gender traits scale is a tool to measure brand gender traits.Furthermore, combining Self-concept Congruity Model with theories of brand extension, this paper indicates both self-concept congruity and perceived similaity are factors influencing consumers’attitudes toward brand extension based on gender traits. After an experimental analysis of these factors’effect, this paper finds that, in terms of brand extension along gender traits, consumers’self-concept congruity influences purchasing intention positively but not perceived quality, and perceived similarity influences perceived quality positively but not purchasing intention. In other words, while extending brand gender traits, self-concept congruity affects purchasing attitude toward brand extension, and perceived similarity affects quality attitude toward brand extension. Moreover, this paper finds that consumers’perceived quality of the same extension dosen’t vary with different gender identities, while an extension product has a typical gender trait, among four gender identities, consumers with the same gender trait purchase the extension product most possibly.Finally, in the view of managers, the model and scale of brand gender traits are a theory and a mearsure for them to manage brand gender traits. When extending gender traits of brand, manager should segment the market with gender identity and launch new products consistent with consumers’self-concept if focusing on purchasing intention, on the other hand, should launch new products similar to original products to receive consumers’agreement with quality.更多还原