【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向作用,在高相似延伸中则具有负向影响。更多还原

【Abstract】 At present,the researches on the influence factors of consumer evaluations of brand extension mainly take the extension similarity as the primary factor,but the price of extension product is neglected.Based on this,the paper puts the price factor into the consumer evaluations of brand extension,and conducts a between-groups experiment by surveying 200 actual Chinese consumers.The result shows that there are interaction effects between price and similarity on consumer evaluations of brand extension.When brand extension is in low similarity,price has a positive effect to consumer buying intention.On the contrary,when brand extension is in high similarity,price has a negative effect to consumer buying intention.更多还原