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论文编号：	8984
作者编号：	2120142486
上传时间：	2016/12/14 22:13:59
中文题目：	消费者对要素品牌联合评价的影响机制研究
英文题目：	A Study on the Mechanism of Co-Ingredient Branding Evaluation
指导老师：	李桂华
中文关键字：	要素品牌；品牌资产；联合匹配度；品牌联合评价；消费者知识
英文关键字：	ingredient brand; co-ingredient branding evaluation; brand equity; joint fit; consumers'''''''' knowledge
中文摘要：	作为一种提升要素品牌资产和品牌竞争力的新型商业实践，要素品牌化已经在国外得到了广泛的应用。西方学术界对于要素品牌的关注起始于上个世纪60年代，但在我国，学术界对于要素品牌的研究仅仅处于起步阶段，相关的研究也主要集中在对于要素品牌内涵及其收益的探讨上，较少涉及到要素品牌收益的根源基础、要素品牌结构设计以及具体的要素品牌实施战略，相关的实证研究也就更少了，从而使得相关的商业实践缺乏理论支持。这其中，消费者对于要素品牌联合评价是品牌权益的重要来源。但是在为数不多的要素品牌联合评价的研究中，大部分又将消费者置于无竞争环境下，这又导致了相关研究的外部效度不足，在应用上存在很大的局限性。 本研究正是在以上研究背景下，在梳理和总结国内外性格研究的基础之上，借鉴了来自于心理学的信号理论、信息整合理论和接近性-诊断性理论、MPAA理论来探究消费者对要素品牌联合评价的影响机制。此外，本研究引入了重要的“消费者知识”这一变量，以探究消费者对要素品牌联合评价的影响机制究竟怎样以及影响的边界条件又是怎样。最终，本研究构建了以要素品牌预评价、终端产品品牌预评价和品牌匹配度为自变量，以要素品牌联合评价为因变量，消费者知识作为调节变量的理论模型。 为验证逻辑推导出的相关理论假设，本研究采用了问卷调查的方式来收集数据，并于之后运用SPSS统计分析软件来验证相关假设。最终的研究结果发现：要素品牌预评价、终端产品品牌预评价和品牌匹配度对联合评价均存在着显著正向影响，且品牌匹配度这一变量影响要素品牌联合评价程度最深。消费者知识正向调节了要素品牌预态度、终端产品预态度、品牌匹配度对要素品牌联合评价的正向影响机制。本研究的主要贡献就在于在相关研究中考虑到了消费者知识的存在，从而丰富了相关理论，弥补了现有研究的不足，可以被视为是对现有研究的补充和深化。
英文摘要：	As a new means of promoting brand equity and competitiveness, ingredient branding has been extensively applied in real business practice, and has been researched in the western academia for nearly half a century. However, domestic scholars just have started to explore this field and the related empirical studies of ingredient branding is also few, the focus of the research temporary is the benefits brought by the ingredient branding, especially for the manufacturer. Among the few studies on joint evaluation of ingredient branding, consumers are not exposed in a competitive environment, thus leading to a lack of external validity, and this limits the broader application of the related research results. This paper summarizes the research results and combines the basis of ingredient brand, along with signal theory, information integration theory and accessibility-diagnostic theory drawn from the field of psychology to explore the impact mechanism of joint ingredient brand evaluation. In addition, this study introduces an important variable consumer knowledge to explore in a more simulated environment, namely how consumers evaluate the ingredient effect of the mechanism. The theoretical model of this paper is constituted by the independent variable of parent brand equity and joint fit, the dependent variable of consumers’ ingredient branding evaluation, the moderator of consumer knowledge. In order to validate related assumption based on logic reasoning, this paper adopted questionnaire survey based on the real ingredient branding activity. And using SPSS and AMOS statistical software analysis data to verify theoretical model. The results of data analysis are as follows: brand equity, brand equity elements, matching the brand of a joint evaluation there is a significant positive effect, while consumer knowledge will regulate this relationship. The main contribution of this study is that the added knowledge that consumers adjust variables, thus enriching the theory, make up for the deficiencies of the prior research is to deepen and complement existing research.
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