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1、第19卷第3期管理科學(xué)Vo.l19No.32006年6月MANAGEMENTSCIENCESINCHINAJune,2006消費(fèi)者對品牌延伸的評價價格與延伸相似度的交互影響銀成鉞,于洪彥吉林大學(xué)商學(xué)院,長春130012摘要:目前對影響品牌延伸評價的因素研究主要以延伸相似度等因素為主,而延伸產(chǎn)品價格是個被忽略的因素,因此把價格因素加入到消費(fèi)者對品牌延伸的評價中,探討品牌延伸相似度與品牌延伸產(chǎn)品價格是否存在交互作用,采用被試間試驗設(shè)計的方法進(jìn)行實證研究,結(jié)果發(fā)現(xiàn)在品牌延伸評價中的確存在著價格和延伸相似度的交互作用,價格在低相似延伸中對購買意向起到正
2、向作用,在高相似延伸中則具有負(fù)向影響。關(guān)鍵詞:品牌延伸;延伸相似度;價格;交互作用中圖分類號:F045.32文獻(xiàn)標(biāo)識碼:A文章編號: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作者簡介:銀成鉞(1974-),男,遼寧沈陽人,吉林大學(xué)商學(xué)院博士研究生,研究方向:品牌、消費(fèi)者行為等。[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管理科學(xué)
