Consumer Evaluations of Brand Extensions
Consumer Evaluations of Brand Extensions
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DOI：
10.1177/002224299005400102
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发表时间：
1990-01
影响因子：
12.9
通讯作者：
D. Aaker;Kevin Lane Keller
中科院分区：
文献类型：
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作者：
D. Aaker;Kevin Lane Keller
进行了两项研究，以了解消费者如何形成对品牌延伸的态度（即，使用已建立的品牌名称进入新的产品类别）。在一项研究中，对涉及6个知名品牌的20个品牌延伸概念的反应进行了调查。当(1)两个产品类别之间在三个维度中的一个维度上都有“契合”的感知，并且对原始品牌有高质量的感知，或者(2)扩展不被认为太容易做时，对扩展的态度更高。第二项研究考察了不同的延伸定位策略的有效性。实验结果表明，与提醒消费者与原品牌的积极联系相比，通过阐述品牌延伸的属性可以更有效地消除潜在的负面联系。
Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand.