【摘要】 从社会网络视角出发,分析品牌延伸对母品牌顾客资产驱动要素的影响机制,以及这一关系过程中感知契合度、感知企业创新性和品牌知识的调节作用,提出相关假设并构建了社会网络视角下品牌延伸对母品牌顾客资产驱动要素影响的理论模型。实证研究结果表明,感知契合度正向影响消费者品牌延伸评估,而消费者品牌延伸评估又对延伸后母品牌顾客资产驱动要素中的市场地位、关系质量、口碑传播、消费示范和品牌资产具有积极的影响。同时,感知契合度和感知企业创新性在消费者品牌延伸评估与母品牌顾客资产驱动要素的关系中起到调节作用,而品牌知识没有显著的调节作用。更多还原

【Abstract】 From the perspective of social network,this paper analyzes the influence of brand extension on parent brand’s customer equity drivers,and the moderating roles of perceived fit,perceived firm innovativeness,and brand knowledge,proposes relevant hypotheses and constructs a theoretical model. The empirical results show that perceived fit positively affects consumers’ brand extension evaluation,and the latter has positive effects on the five customer equity drivers of parent brand,which are market position,relationship quality,word of mouth,consumption demonstration,and brand equity,after extension. Besides,both perceived fit and perceived firm innovativeness play moderation roles in the relationship between consumers’ brand extension evaluation and parent brand’s customer equity drivers,whereas brand knowledge doesn’t have significant moderation effect.更多还原