Based on the construal level theory,the authors propose that the relative importance of the quality of the parent brand and the fit between that brand and the extension is influenced by the length of time between the new product's preannouncing and its launching.Three studies found that the longer the length of the time,the more importance consumer would give to the quality of the parent brand in his new product evaluation;the shorter the length of the time,the more importance consumer would give to the fit between the brand and the extension.This relationship is moderated by the consumer-brand relationship quality.%以解释水平为理论基础,将新产品预告与品牌延伸相结合,探讨新产品预告与上市的时间间隔是否会影响感知匹配和母品牌感知质量在新产品评价过程中的重要程度.通过3个实验证明了,新产品预告与上市时间间隔越长,在新产品评价过程中,消费者越重视母品牌感知质量;时间间隔越短,消费者越重视产品与母品牌感知匹配程度.消费者与品牌关系的强弱会调节上述关系:当消费者与母品牌关系强时,如果时间间隔近,与母品牌质量高、匹配程度低的产品相比,消费者会给予母品牌质量低但感知匹配程度高的产品较好评价.而其他3种情况中,消费者更青睐母品牌质量高、感知匹配低的产品.且由于品牌关系与时间间隔为先后发生变化,此时心理距离敏感性降低效应起作用,消费者在这3种情况中的产品评价无显著差异.
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