Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective.
Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective.
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从电生理学角度看标志对品牌延伸评价的影响
DOI：
10.3389/fnins.2017.00113
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发表时间：
2017
影响因子：
4.3
通讯作者：
Wang X
中科院分区：
文献类型：
--
作者：
Shang Q;Pei G;Dai S;Wang X
品牌延伸通常有两种策略：品牌名称延伸（BN）和品牌标志延伸（BL）。本研究探讨了哪种策略（BN或BL）能更好地促进企业异种品牌延伸和产品推广的成功。事件相关电位（ERPs）用于研究受试者使用S1和S2的组合图像来评估他们对品牌延伸的接受度时的电生理过程。S1是一个著名的品牌，有两个标识符号（品牌名称和品牌标识）。S2是一个与S1属于不同产品类别的扩展产品的图片。行为数据显示，在非异类品牌延伸中，BL比BN更容易被接受。与BN相比，BL中负N2成分较少，P300成分较大，反映了神经生理过程。我们认为N2反映了品牌-产品组合与长期记忆之间的整体冲突，P300可以看作是分类过程在工作记忆中的反映。
Brand extension typically has two strategies: brand name extension (BN) and brand logo extension (BL). The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. Event-related potentials (ERPs) were used to investigate electrophysiological processes when subjects evaluated their acceptance of the brand extension using a combined picture of S1 and S2. S1 was a famous brand presented by two identity signs (brand name and brand logo). S2 was a picture of an extension product that belonged to a dissimilar product category than S1. The behavior data showed that BL was more acceptable than BN in the dissimilar brand extension. The neurophysiology process was reflected by a less negative N2 component and a larger P300 component in the BL than in the BN. We suggested that N2 reflected a whole conflict between the brand-product combination and the long-term memory and that P300 could be regarded as the reflection of the categorization process in the working memory.