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品牌延伸是常见的营销手段,主要用来降低推出新产品的成本,以及避免新品牌失败的风险。在过去20多年里,学者们致力于探讨品牌延伸的评估过程,形成了以A&K模型为代表的、以延伸契合性判断为关键中介变量的经典理论模型。但由于传统方法对品牌延伸评估过程的测量和研究视角缺乏统一标准,造成对延伸评估过程的解释各异,带来很多学术争论。本研究基于神经营销学的研究成果,利用神经电生理的时间精确性,将延伸契合性判断过程分解成具有特定认知神经学意义的相似性(冲突注意与监测)、类别(分类处理与记忆)和契合性(高级冲突加工)3个阶段,提出了对A&K模型的修正,并通过实证数据,支持了修正模型。
Brand extension is a common marketing tool primarily used to reduce the cost of launching new products and to avoid the risk of failure of new brands. For more than 20 years, scholars have devoted themselves to discussing the evaluation process of brand extension and have formed the classical theoretical model represented by A & K model, with the extension of the agreement as the key mediating variable. However, due to the lack of uniform standards in the measurement and research perspectives of the traditional brand extension assessment process, the interpretation of the extended assessment process has caused many different academic controversies. Based on the research results of neuromarketing, this study uses the temporal accuracy of neuroelectrophysiology to decompose the process of extension agreement into similarities (conflicts of attention and monitoring) with specific cognitive neurological significance. The categories (categorization and memory ) And compatibility (advanced conflict processing) three stages, put forward amendments to the A & K model, and through empirical data support the revised model.