Consumer-brand relationship quality: When and how it helps brand extensions

Kyeongheui Kim; Jongwon Park; Jungkeun Kim

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Consumer-brand relationship quality: When and how it helps brand extensions

机译：消费者品牌关系质量：何时以及如何帮助品牌扩展

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Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes. Study results suggest that this effect only occurs for two moderately-low-fit extensions: the extension and the parent are similar product categories with inconsistent attributes, or dissimilar product categories with consistent attributes. Two different cognitive processes underlie the BRQ effects depending on these conditions.

机译：两项研究表明，强大的品牌关系质量（BRQ）可以增强消费者对品牌扩展的判断力。不同的方法（调查与实验），参与者（真实消费者与大学生）以及文化背景（韩国与加拿大）证明这种效应是普遍的。研究结果表明，只有两个中等偏低的扩展名才会产生这种影响：扩展名和父级是属性不一致的相似产品类别，或属性一致的异类产品。根据这些条件，BRQ效应是两个不同的认知过程的基础。

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来源
《Journal of Business Research》 |2014年第4期|591-597|共7页
作者
Kyeongheui Kim; Jongwon Park; Jungkeun Kim;
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作者单位

SKK Graduate School of Business, Sungkyunkwan University, Seoul 110-745, Republic of Korea;

Department of Business Administration, Korea University, Seoul 136-701, Republic of Korea;

Department of Marketing, Advertising, Retailing, and Sales, AUT University, Auckland, New Zealand;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Brand management; Brand relationship quality; Brand extension; Consumer judgment;

机译：品牌管理;品牌关系质量;品牌延伸;消费者判断;

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Consumer-brand relationship quality: When and how it helps brand extensions

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