基于顾客价值及社会情境视角的品牌延伸研究
|
摘要
成功的品牌延伸不仅能够帮助企业快速高效占领新市场,还可以令企业的品牌价值得到提升,因而广受市场营销研究者的重视。随着技术进步和社会分工的发展,不同品牌同档次产品间的质量差距已越来越小,象征价值对品牌及品牌延伸的成功越发显得重要。然而,现有品牌延伸研究对象征价值的重视并不足够。同时,象征价值是外在的、他人导向的价值,与社会情境因素息息相关,但现有品牌延伸研究几乎没有涉及社会情境因素。
在以上背景下,本文基于顾客价值理论、品牌资产理论、分类理论以及社会心理学中的自我和他人在场的有关理论,在对前人品牌延伸研究成果进行细致回顾的基础上,建立了一个顾客感知价值和社会情境视角下的品牌延伸研究框架,并采用三个实验进行了以下实证研究:实验1研究了母品牌功能、象征价值和合适性对功能性和象征性产品品牌延伸评价的影响,消费场合和自我监控对母品牌价值和合适性的调节作用及这两个调节作用之间的关系;实验2分析了消费场合对合适性的影响;实验3研究了产品类别和消费场合对成功品牌延伸对母品牌提升效应的影响。
研究结果显示,首先,母品牌象征价值对品牌延伸评价具有显著影响。其次,对于象征性延伸产品,消费场合对品牌延伸的合适性评价具有显著影响,而且对母品牌象征价值及合适性的影响具有显著的调节作用。消费场合的调节作用具体表现为:与私人场合比较,公开场合下母品牌象征价值在品牌延伸评价中的重要性上升,而合适性对品牌延伸评价的重要性下降。消费场合对母品牌象征价值的调节作用源于消费者自我监控的调节作用,但对合适性的调节作用并非源于消费者自我监控,而可以由“他人在场”理论进行解释。第三,成功延伸到象征性产品对母品牌的提升作用将高于成功延伸到功能性产品的提升作用,如果母品牌的价值较低,在公开场合推广品牌延伸将令消费者对母品牌的评价降低。
本研究从象征价值及社会情境的角度拓展了品牌延伸领域的研究视野。
Brand extension not only can help companies penetrate new markets quickly, but also can help companies improve brand value, and therefore it has drawn a lot of research attention in the area of marketing. Along the advancement of technology and the development of labor division in the society, the difference of quality of different brands in the same class becomes smaller and smaller, and the role of symbolic value on brand extension becomes more and more important. However, current research has not paid enough attention to the symbolic value. Symbolic value is an external and other people oriented value, which is closely related to social situation factors. But current research has seldom considered the effects of social situation factors.
Given the above background, based on the theories of customer value, brand equity, categorization, self and social facilitation as well as a thorough review of previous research of brand extension, in this dissertation I propose a study framework of brand extension from the perspective of symbolic value and social situation and conduct three studies. The first study tests the effects of the functional value and symbolic value of parent brand and perceived fit on the evaluation of symbolic and functional products, and the moderating effects of consumption situations and self-monitoring on the value and fit of parent brand, and the relationship of the moderating effects of these two variables. The second study analyzes the influence of consumption situations on the fit. The third study examines the enhancing effects of product categories and consumption situations on successful brand extension.
The results of the study show that the symbolic value plays an important role in brand extension evaluation. As for the symbolic products, the consumption situations have significant impacts on the perceived fit of brand extension and have significant moderating effects on the symbolic value of parent brand and perceived fit. Specifically, compared with private consumption, in public consumption the symbolic value of parent brand is valued more in brand extension, while the effect of perceived fit on brand extension becomes less important. The moderating effect of consumption situations on symbolic value of parent brand comes from the moderating effect of self-monitoring, but its moderating effect on perceived fit does not come from self-monitoring, which may be explained by the theory of“presence of other”. The enhancing effect on parent brand is higher when extending to symbolic products than extending to functional products. However, if the value of parent brand is low, extending brand in the public consumption situation may lower the evaluation of parent brand because low parent brand value leads to lower evaluation of this brand in public situation.
From the perspectives of symbolic value and social situations, this study widens the scope of research in brand extension.
在以上背景下,本文基于顾客价值理论、品牌资产理论、分类理论以及社会心理学中的自我和他人在场的有关理论,在对前人品牌延伸研究成果进行细致回顾的基础上,建立了一个顾客感知价值和社会情境视角下的品牌延伸研究框架,并采用三个实验进行了以下实证研究:实验1研究了母品牌功能、象征价值和合适性对功能性和象征性产品品牌延伸评价的影响,消费场合和自我监控对母品牌价值和合适性的调节作用及这两个调节作用之间的关系;实验2分析了消费场合对合适性的影响;实验3研究了产品类别和消费场合对成功品牌延伸对母品牌提升效应的影响。
研究结果显示,首先,母品牌象征价值对品牌延伸评价具有显著影响。其次,对于象征性延伸产品,消费场合对品牌延伸的合适性评价具有显著影响,而且对母品牌象征价值及合适性的影响具有显著的调节作用。消费场合的调节作用具体表现为:与私人场合比较,公开场合下母品牌象征价值在品牌延伸评价中的重要性上升,而合适性对品牌延伸评价的重要性下降。消费场合对母品牌象征价值的调节作用源于消费者自我监控的调节作用,但对合适性的调节作用并非源于消费者自我监控,而可以由“他人在场”理论进行解释。第三,成功延伸到象征性产品对母品牌的提升作用将高于成功延伸到功能性产品的提升作用,如果母品牌的价值较低,在公开场合推广品牌延伸将令消费者对母品牌的评价降低。
本研究从象征价值及社会情境的角度拓展了品牌延伸领域的研究视野。
Brand extension not only can help companies penetrate new markets quickly, but also can help companies improve brand value, and therefore it has drawn a lot of research attention in the area of marketing. Along the advancement of technology and the development of labor division in the society, the difference of quality of different brands in the same class becomes smaller and smaller, and the role of symbolic value on brand extension becomes more and more important. However, current research has not paid enough attention to the symbolic value. Symbolic value is an external and other people oriented value, which is closely related to social situation factors. But current research has seldom considered the effects of social situation factors.
Given the above background, based on the theories of customer value, brand equity, categorization, self and social facilitation as well as a thorough review of previous research of brand extension, in this dissertation I propose a study framework of brand extension from the perspective of symbolic value and social situation and conduct three studies. The first study tests the effects of the functional value and symbolic value of parent brand and perceived fit on the evaluation of symbolic and functional products, and the moderating effects of consumption situations and self-monitoring on the value and fit of parent brand, and the relationship of the moderating effects of these two variables. The second study analyzes the influence of consumption situations on the fit. The third study examines the enhancing effects of product categories and consumption situations on successful brand extension.
The results of the study show that the symbolic value plays an important role in brand extension evaluation. As for the symbolic products, the consumption situations have significant impacts on the perceived fit of brand extension and have significant moderating effects on the symbolic value of parent brand and perceived fit. Specifically, compared with private consumption, in public consumption the symbolic value of parent brand is valued more in brand extension, while the effect of perceived fit on brand extension becomes less important. The moderating effect of consumption situations on symbolic value of parent brand comes from the moderating effect of self-monitoring, but its moderating effect on perceived fit does not come from self-monitoring, which may be explained by the theory of“presence of other”. The enhancing effect on parent brand is higher when extending to symbolic products than extending to functional products. However, if the value of parent brand is low, extending brand in the public consumption situation may lower the evaluation of parent brand because low parent brand value leads to lower evaluation of this brand in public situation.
From the perspectives of symbolic value and social situations, this study widens the scope of research in brand extension.
引文
Aaker, David A. (1991). Managing brand equity: capitalizing on the value of a brand name. NY: Free Press.
Aaker, D. A. (1996). Building strong brands. NY: The Free Press.
Aaker, D. A. and K. L. Keller (1990). Consumer evaluations of brand Extensions. Journal of Marketing, 54(1): 27-41.
Aaker, J. L. (1999). The malleable self: the role of self-expression in persuasion. Journal of Marketing Research, 36(1):45-57.
Ahluwalia, R. and Z. Gurhan-Canli (2000). The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 27(3): 371-381.
Ailawadi, K. L., SA. L. Neslin, and D. R. Lehmann (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67 (4): 1-17.
Alexander, N. and M. Colgate (2005). Customers’responses to retail brand extensions. Journal of Marketing Management, 21(3): 393-419.
Anderson, James C. and David W. Gerbing (1988). Structural equation modeling in practice: a review and recommended two step approach. Psychological Bulletin, 103 (3): 411-423.
Ariely, D. and J. Levav (2000). Sequential choice in group settings: taking the road less traveled and less enjoyed. Journal of Consumer Behavior, 27(3): 279-290.
Bagozzi, R. P. and U. Dholakia (1999). Goal setting and goal striving in consumer behavior. Journal of Marketing, 63 (Special issue): 19-32.
Balachander, S. and S. Ghose (2003). Reciprocal spillover effects: a strategic benefit of brand extensions. Journal of Marketing, 67(1): 4-13.
Baron R M, Kenny D A. 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
Barone, M. J. (2005). The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3): 263-270.
Barone, M. J. and P. W. Miniard (2002). Mood and brand extension judgments: asymmetric effects for desirable versus undesirable brands. Journal of Consumer Psychology, 12(4): 283-290.
Barone, M. J., P. W. Miniard, and J. B. Romeo (2000). The influence of positive mood on brand extension evaluations. Journal of Consumer Research, 26(4): 386-400.
Batra, R. and P. M. Homer (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3): 318-330.
Bearden, W. O. and M. J. Etzel (1982). Reference group influence on product and brand purchase decisions. The Journal of Consumer Research, 9(2): 183-194.
Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11(2): 156-163.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2): 139-168.
Bem, D. J. and D. C. Funder (1978). Predicting more of the people more of the time: Assessing the personality. Psychological Review, 85: 485-501.
Berlin, B., D. E. Breedlove and P. H. Raven (1973). General principles of classification and nomenclature in folk biology. American Anthropologist, 75(1): 214-242.
Bhat, S. and S. K. Reddy (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1): 32-47.
Bhat, S. and S. K. Reddy (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3): 111-122.
Bottomley, P. A. and J. R. Doyle (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model. International Journal of Research in Marketing, 13(4): 365-377.
Bottomley, P. A. and S. J. S. Holden (2001). Do we really know how consumers evaluate brand extensions? empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4): 494-500.
Boush, D. M. and B. Loken (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1): 16-28.
Bridges, S., K. L. Keller, and S. Sood. (2000). Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links. Journal of Advertising Research, 29(4): 1-11.
Bristol, T. (1996). Consumers’beliefs resulting from conceptual combinations: conjunctive inferences about brand extensions. Psychology & Marketing, 13(6): 571-589.
Broniarczyk, S. M. and J. W. Alba (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2): 214-228.
Brudvig, S. and P. Raman (2006). The impact of fit and goal congruency on consumers’attitude to brand extensions. Marketing Management Journal, 16(2): 171-178.
Bruner, J. S., Jacqueline J. G. and G. A Austin (1956). A study of thinking. NY: Wiley.
Calder, B. J. and R. E. Burnkrant (1977). Interpersonal influence on consumer behavior: an attribution theory approach. Journal of Consumer Research, 4(1): 29-38.
Cantor, N., W. Mischel, and J. Schwartz (1982). A prototype analysis of psychological situations. Cognitive Psychology, 14(1): 45-77.
Chang, J. W. (2002). Will a family brand image be diluted by an unfavorable brand extension? a brand trial-based approach. Advances in Consumer Research, 29(1): 299-304.
Chaudhuri, A. and M. B. Holbrook (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (2): 81-92.
Chen, K. J. and G. M. Liu (2004). Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1): 25-36.
Childers, T. L. and A. R. Rao (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research: 198-211.
Choi, J. P. (1998). Brand extension as informational leverage. Review of Economic Studies, 65(225): 655-669.
Chowdhury, M. H. K. (2007). An investigation of consumer evaluation of brand extensions. International Journal of Consumer Studies, 31(4): 377-384.
Coderre, F., C. Dupuis, and S. Lafrance (1998). Brand extension: reactions of consumers loyal to the core brand. Advances in Consumer Research, 25(1): 77-77.
Cohen, J. B. and K. Basu (1987). Alternative models of categorization: toward a contingent processing framework. Journal of Consumer Research, 13(4): 455-472.
Collins-Dodd, C. and J. J. Louviere. (1999). Brand equity and retailer acceptance of brand extensions. Journal of Retailing and Consumer Service, 6: 1-13.
Colucci, M., E. Montaguti, and U. Lago (2008). Managing brand extension via licensing: an investigation into the high-end fashion industry. International Journal of Research in Marketing, 25(2): 129-137.
Cottrell, N.B., D.L. Wack, G.J. Sekerak, and R.H. Rittle (1968). Social facilitation of dominant responses by the presence of an audience and the mere presence of others. Journal of Personality and Social Psychology, 9(3):245-250.
Czellar, S. (2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1): 97-115.
d’Astous, A., F. Colbert, and M. Fournier (2007). An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4): 231-240.
Dacin, P. A. and D. C. Smith (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2): 229-242.
Dawar, N. and P. F. Anderson (1994). The effects of order and direction on multiple brand extensions. Journal of Business Research, 30(2): 119-129.
DeBono, K. G. (1987). Investigating the social-adjustive and value-expressive functions ofattitudes: implications for persuasion processes. Journal of personality and social psychology, 52(2):279-287.
DeBono, K. G. and A. E. Edmonds (1989). Cognitive dissonance and self-monitoring: a matter of context? Motivation and Emotion, 13(4):259-270.
de Ruyter, K. and M. Wetzels (2000). The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, 21(6): 639-659.
DeGraba, P. and M. W. Sullivan (1995). Spillover effects, cost savings, R&D and the use of brand extensions. International Journal of Industrial Organization, 13(2): 229-248.
DeiVecchio, D. and D. C. Smith (2005). Brand-extension price premiums: the effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2): 184-196.
Desai, K. K., K. L. Keller, and W. D. Hoyer. (2008). Effectiveness of abstract vs. concrete challenge strategies in response to the competitive threat of extensions from mega brands. Advances in Consumer Research - North American Conference Proceedings 35: 835-836.
Diamantopoulos, A., G. Smith, and I. Grime (2005). The impact of brand extensions on brand personality: experimental evidence. European Journal of Marketing,,39(1/2): 129-149.
Dias, S. and L. Ryals (2002). Options theory and options thinking in valuing returns on brand investments and brand extensions. Journal of Product & Brand Management, 11(2): 115-128.
Dodds, W. B., K. B. Monroe, and D. Grewal (1991). Effects of price, brand, and store information on buyers’product evaluation. Journal of Marketing Research, 28: 307-319.
Erdem, T. (1998). An empirical analysis of umbrella branding. Journal of Marketing Research , 35(3): 339-351.
Erdem, T. and B. H. Sun (2002). An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding. Journal of Marketing Research, 39(4): 408-420.
Escalas, Jennifer Edson and James R. Bettman (2003). You are what they eat: the influence of reference groups on consumers’connections to brands. Journal of Consumer Psychology, 13 (3): 339-348.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1 (3): 24-33.
Fedorikhin, A., C. W. Park, and M. Thomson (2006). How far do feelings go? how attachments influence brand extensions. Advances in Consumer Research, 33(1): 631-631.
Fedorikhin, A., C. W. Park, and M. Thomson (2008). Beyond fit and attitude: the effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4): 281-291.
Feldman, J. M. and J. Lynch (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3): 421-435.
Fisher, R. A (1946). Statistical methods for research workers. Tenth Edition. London: Oliver &Boyd.
Fiske, S. T. and M. A. Pavelchak (1986). Category-based versus piecemeal-based affective responses: developments in schema-triggered affect // Sorrentino, R. W. and E. T. Higgins. The handbook of motivation and cognition: foundation of social behavior, NY: Guilford Press:167-203.
Forney, J. C., E. J. Park, and L. Brandon (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing & Management, 9(2): 156-165.
Fu, G., J. Ding, and R. Qu (2009). Ownership effects in consumers’brand extension evaluations. Journal of Brand Management, 16(4): 221-233.
Fudenberg, D and J. Tirole (1991). Game theory. Cambridge: MIT Press.
Gainer, B. (1995). Ritual and relationships: interpersonal influences on shared consumption. Journal of Business Research, 32(3): 253-260.
Gangestad, S. W. and M. Snyder (2000). Self-monitoring: appraisal and reappraisal. Psychological Bulletin, 126(4): 530-555.
Gibson, R. (1990). The end of the line? overkill on extensions. Wall Street Journal, June 18: B1.
Gottlieb, G. (1998). Normally occurring environmental and behavioral influences on gene activity: from central dogma to probabilistic epigenesis. Psychological Review, 105(4): 792-802.
Graeff, T. R.(1996). Image congruence effects on product evaluations: the role of self-monitoring. Psychology & Marketing, 13(5):481-499.
Grime, I., A. Diamantopoulos, and G. Smith (2002). Consumer evaluations of extensions and their effects on the core brand: key issues and research propositions. European Journal of Marketing, 36(11): 1415-1438.
Gronhaug, K., L. Hem, and R. Lines (2002). Exploring the impact of product category risk and consumer knowledge in brand extensions. Journal of Brand Management, 9(6): 463.
Gronroos, Christian (1997). Value-driven relationship marketing: from products to resources and competencies. Journal of Marketing Management, 13 (5): 407-419.
Gurhan-Canli, Z. and D. Maheswaran (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35(4): 464-473.
Hakenes, H. and M. Peitz (2008). Umbrella branding and the provision of quality. International Journal of Industrial Organization, 26(2): 546-556.
Han, J. K. (1998). Brand extensions in a competitive context: effects of competitive targets and product attribute typicality on perceived quality. Academy of Marketing Science Review, 1998(01): 1-13.
Hansen, H. and L. E. Hem (2004). Brand extension evaluations: effects of affective commitment, involvement, price consciousness and preference for bundling in the extension category. Advances in Consumer Research, 31(1): 375-391.
Hasher, L., D. Goldstein, and T. Toppino (1977). Frequency and the conference of referential validity. Journal of Verbal Learning and Verbal Behavior, 16 (1):107-112.
Hays, W. L. (1973). Statistics for the social sciences. 2nd edition. NY: Holt, Rinehart & Winston. Hem, L. E., L. de Chernatony, and N. M. Iversen (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7/8): 781-806.
Hem, L. E. and N. M. Iversen (2002). Decomposed similarity measures in brand extensions. Advances in Consumer Research, 29(1): 199-206.
Hem, L. E. and N. M. Iversen (2003). Transfer of brand equity in brand extension: the importance of brand loyalty. Advances in Consumer Research, 30(1): 72-79.
Herr, P. M., P. H. Farquhar, and R. H. Fazio (1996). Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology, 5(2): 135-159.
Higgins, F. T. and J. A. Bargh (1987). Social cognition and social perception. Annual Review of Psychology, 38: 369-425.
Hirschman, E. C. (1980). Attributes of attributes and layers of meaning. Advances in Consumer Research, 7(1): 7-12.
Hoeffler, S. and K. L. Keller (2003). The marketing advantages of strong brands. Journal of Brand Management, 10 (6): 421-445.
Holbrook, M. B. (1986). Aims, concepts, and methods for the representation of individual differences in esthetic responses to design features. Journal of Consumer Research, 13(3): 337-347.
Holbrook, M. B., Ed. (2002). Introduction to consumer value. consumer value: a framework for analysis and research. London: Routledge.
Holbrook, M. B. and E. C. Hirschman (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2): 132-140.
Holbrook, M. B. and W. L. Moore (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1): 103-113.
Holmbeck G N. (1997). Toward terminological, conceptual, and statistical clarity in the study of mediators and moderators: examples from the child-clinical and pediatric psychology literatures. Journal of Consulting and Clinical Psychology, 4: 599–610.
Homa, D. and R. Vosburgh (1976). Category breadth and the abstraction of prototypical information. Journal of Experimental Psychology: Human Learning and Memory. 2 (3), 322-330.
Huffman, C. and M. J. Houston (1993). Goal-oriented experiences and the development of knowledge. Journal of Consumer Research, 20 (2): 190-207.
Interbrand Corporation (2001). The 100 top brands. Business Week, 2001(Aug.6): 60-64.
Interbrand Corporation (2008). The 100 top brands. Business Week, 2008(Sept.29): 56-62.
Joiner, C. (2006). Existing products and brand extension judgments: does brand category context matter? Advances in Consumer Research, 33(1): 76-81.
John, D. R., B. Loken, and C. Joiner (1998). The negative impact of extensions: can flagship products be diluted? Journal of Marketing, 62(1): 19-32.
Jun, S. Y. and T. Mazumdar (1999). Effects of technological hierarchy on brand extension evaluations. Journal of Business Research, 46(1): 31-43.
Kassarjian, H. H. (1971). Personality and consumer behavior: a review. Journal of Marketing Research, 8(4): 409-418.
Keller, K. L. (1998). Strategic brand management-building, measuring and managing brand equity. 1st edition. NJ: Prentice Hall.
Keller, K. L. and D. R. Lehmann (2001). The brand value chain: linking strategic and financial performance. Working paper, Tuck School of Business, Dartmouth College.
Keller, K. L. and S. Sood (2003). Brand equity dilution. MIT Sloan Management review, 45(1): 12-15.
Keller, K. L. and D. A. Aaker (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1):35-50.
Khalil, E. L. (2000). Symbolic products: prestige, pride and identity goods. Theory and Decision, 49: 53-77.
Kim, B. D. and M. W. Sullivan (1998). The effect of parent brand experience of line extension. Marketing Letters, 9(2): 181-193.
Kim, C. K., A. M. Lavack, and M. Smith (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52(3): 211-222.
Kim, H. and D. R. John (2008). Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2): 116-126.
Kim, J. Y. (2003). Communication message strategies for brand extensions. Journal of Product & Brand Management, 12(7): 462-476.
Kirmani, A., S. Sood, and S. Bridges (1999). The ownership effect in consumer responses to brand line stretches. Journal of Marketing, 63(1): 88-101.
Klink, R. R. and D. C. Smith (2001). Threats to the external validity of brand extension Research. Journal of Marketing Research, 38(3): 326-335.
Kressmann, Frank, M. Joseph Sirgy, Andreas Herrmann, Frank Huber, Stephanie Huber, and Dong-Jin Lee (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59: 955-964.
Kristiansen, C. M. and M.P. Zanna (1988). Justifying attitudes by appealing to values: a functional perspective. British journal of social psychology, 27(33):247-256.
Kumar, P. (2005). Brand counterextensions: the impact of brand extension success versus failure. Journal of Marketing Research, 42(2): 183-194.
Kwon, J. and W. Lee (2006). Cross-gender brand extensions: effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions. Advances in Consumer Research, 33(1): 67-74.
Laforet, S. (2007). British grocers’brand extension in financial services. Journal of Product & Brand Management, 16(2): 82-97.
Lai, A. W. (1995). Consumer values, product benefits and customer value: a consumption behavior approach. Advances in Consumer Research, 22: 381-387.
Lane, V. and R. Jacobson (1995). Stock market reactions to brand extension announcements: The effects of brand attitude and. Journal of Marketing, 59(1): 63.
Lane, V. and R. Jacobson (1997). The reciprocal impact of brand leveraging: feedback effects from brand extension evaluation to brand evalution. Marketing Letters, 8(3): 261-271.
Lee, J. S. (1995). Role of attitude toward brand advertising on consumer perception of a brand extension. Advances in Consumer Research, 22(1): 116-122.
Lehu, J. M. (2004). Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context. Journal of Marketing Communications, 10(2): 133-152.
Lei, J., R. Pruppers, H. Ouwersloot and J. Lemmink (2004). Service intensiveness and brand extension evaluations. Journal of Service Research, 6(3): 243-255.
Lichtenstein, D., Nancy M. Ridgway and Richard G. Netemeyer (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2): 234-245.
Luo, X. (2005). How does shopping with others influence impulsive purchasing? Journal of consumer psychology, 15(4): 288-294.
Loken, B. and D. R. John (1993). Diluting brand beliefs: when do brand extensions have a negative impact? The Journal of Marketing, 57(3):71-84.
Ma, Q., X. Wang, L. Shu and S. Dai (2008). P300 and categorization in brand extension. Neuroscience Letters, 431(1): 57-61.
Mandler, G. (1982). The structure of value: accounting for taste. Affect and cognition: The 17th annual Carnegie symposium, Hillsdale, NJ: Erlbaum.
Mangleburg, T., M. J. Sirgy, D. Grewal, D. Axsom, M. Hatzios, C. B. Claiborne, et al. (1998). The moderating effect of prior experience in consumers’use of user-image based versus utilitarian cues in brand attitude. Journal of Business Psychology, 13 (1): 101-113.
Mano, H. and R. L. Oliver (1993). Assessing the dimensionality and structure of the consumptionexperience: evaluation, feeling, and satisfaction. Journal of Consumer Research 20(3): 451-466.
Mao, H. and H. S. Krishnan (2006). Effects of prototype and exemplar fit on brand extension evaluations: a two-process contingency model. Journal of Consumer Research, 33(1): 41-49.
Maoz, E. and A. M. Tybout (2002). The moderating role of involvement and differentiation in the evaluation of brand extensions. Journal of Consumer Psychology, 12(2): 119-131.
Markus, H. and Z. Kunda (1986). Culture and the self: implications for cognition, emotion and motivation. Psychological Review, 98(2):224-253.
Markus, H. and P. Nurius (1986). Possible selves. American Psychologist, 41(9):954-969.
Markus, H. and E. Wurf (1987). The dynamic self-concept: a social psychological perspective. Annual Review of Psychology 38: 299-337.
Martin, I. M., D. W. Stewart, and S. Matta (2005). Branding strategies, marketing communication, and perceived brand meaning: the transfer of purposive, goal-oriented brand meaning to brand extensions. Journal of the Academy of Marketing Science, 33(3): 275-294.
Martínez, E. and L. de Chernatony (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1): 39-50.
Martínez, E., T. Montaner, and M. Pina (2009). Brand extension feedback: the role of advertising. Journal of Business Research, 62(3): 305-313.
Martínez, E. and J. M. Pina (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12(7): 432-448.
Martínez, E. and J. M. Pina (2005). Influence of corporate image on brand extensions: a model applied to the service sector. Journal of Marketing Communications, 11(4): 263-281.
Martinez, E., Y. Polo, and L. de Chernatony (2008). Effect of brand extension strategies on brand image: a comparative study of the UK and Spanish markets. International Marketing Review, 25(1): 107-137.
Martínez, S. E. and J. M. Pina (2009). Modeling the brand extensions’influence on brand image. Journal of Business Research, 62(1): 50-60.
McCarthy, J. E. (1984). Groups: interaction and performance. Englewood Cliffs, NJ: Prentice-Hall.
McCarthy, M., T. Heath, S. Milberg (2001). New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice. Marketing Letters, 12(1): 75-90.
Mervis, C. B. and E. Rosch (1981). Categonzation of natural objects // Rosenzweig M. R. and Lyman W. P. Palo Alto in Annual Review of Psychology, Vol. 32, CA: Annual Reviews, Inc., 89-115.
Meyers-Levy, J., T. A. Louie, and M. T. Curren (1994). How does the congruity of brand names affect evaluations of brand name extensions? Journal of Applied Psychology, 79(1): 46-53.
Meyvis, T., K. Goldsmith, R.Dhar. (2008). Beyond survival of the fittest: the influence of consumers’mindset on brand extension evaluations. Working Paper. New York University.
Meyvis, T. and C. Janiszewski (2004). When are broader brands stronger brands? an accessibility perspective on the success of brand extensions. Journal of Consumer Research, 31(2): 346-357.
Milberg, S. J., C. W. Park, and M. S. McCarthy (1997). Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies. Journal of Consumer Psychology, 6(2): 119-140.
Mischel, Walter (1968). Personality and assessment. NY: John Wiley & Sons.
Monga, A. B. and D. R. John (2007). Cultural differences in brand extension evaluation: the influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4): 529-536.
Montgomery, C. A. and B. Wernerfelt (1992). Risk reduction and umbrella branding. Journal of Business 65(1): 31.
Morrin, M (1999). The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research, 36(4):517-525.
Myers, D. G. (2005). Social Psychology, 8th Edition. NY: McGraw-Hill.
Nan, X. (2006). Affective cues and brand-extension evaluation: exploring the influence of attitude toward the parent brand and attitude toward the extension ad. Psychology & Marketing, 23(7): 597-616.
Nandan, S. and M. Nandan (1996). Role of positioning strategies on consumer evaluations of brand extensions. Journal of Marketing Management, 6(1): 1-7.
Nijssen, E. J. (1999). Success factors of line extensions of fast-moving consumer goods. European Journal of Marketing, 33(5): 450-469.
Nkwocha, I., B. Yeqing, W. Johnson, and H. Brotspies (2005). Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory & Practice, 13(3): 49-61.
Oakley, J. L., S. Balachander, and S. Sriram (2005). Understanding the simultaneous effects of category fit and order of entry on consumer perceptions of brand extensions. Advances in Consumer Research, 32(1): 135-136.
Oakley, J. L., A. Duhachek, and S. Balachander (2008). Order of entry and the moderating role of comparison brands in brand extension evaluation. Journal of Consumer Research, 34(5): 706-712.
Orth, U. R. (2005). Consumer personality and other factors in situational brand choice variation. Brand Management, 13(2):115–133.
Park, C. W., B. J. Jaworski, and D. J. Maclnnis (1986). Strategic brand concept-image management. Journal of Marketing, 50(4): 135-145.
Park, C. W., S. Milberg, and R. Lawson (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2): 185-193.
Park, J. W. and K. H. Kim (2001). Role of consumer relationships with a brand in brand extensions: some exploratory findings. Advances in Consumer Research, 28(1): 179-185.
Park, J.W., K. H. Kim, and J. K. Kim (2002). Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality. Advances in Consumer Research, 29: 190-198.
Plummer, J. T. (1985). How brand personality makes a difference. Journal of Advertising Research, 24(6): 27-31.
Prentice, D. A. (1987). Psychological correspondence of possessions, attitudes, and values. Journal of Personality and Social Psychology 53(6): 993-1003.
Ratner, R. K. and B. E. Kahn (2002). The impact of private versus public consumption on variety-seeking behavior. Journal of Consumer Research, 29(2): 246-257.
Ratneshwar, S. and A. D. Shocker (1991). Substitution in use and the role of usage context in product category structures. Journal of Marketing Research, 28(3):281-295.
Raudenbush, Stephen W. and Anthony S. Bryk (2002). Hierarchical linear models: applications and data analysis methods, 2nd Edition. Thousand Oaks, CA: Sage Publications, Inc.
Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1): 4-13.
Reddy, M., N. Terblanche, L. Pitt, and M. Parent (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2): 187-197.
Reddy, S. K., S. L. Holak, S. Bhat (1994). To extend or not to extend: success determinants of line extensions. Journal of Marketing Research, 31(2): 243-262.
Richins, M. L. (1994). Valuing things: the public and private meanings of possessions. Journal of Consumer Research, 21 (3): 504-521.
Romeo, J. B. (1991). The effects of negative information on the evaluations of brand extensions and the family brand. Advances in Consumer Research, 18(1): 399-406.
Rosch, E. (1973). On the internal structure of perceptual and semantic categories// Moore, T. E. Cognitive development and the acquisition of language, NY: Academic Press. 111-144.
Rosch, E. and C. B. Mervis (1975). Family resemblances: studies in the internal structure of categories. Cognitive Psychology, 7 (October), 573-605.
Sandell, R. G. (1968). Effects of attitudinal and situational factors on reported choice behavior. Journal of Marketing Research: 405-408.
Schlenker, B. R. and M. F. Weigold (1992). Interpersonal processes involving impression regulation and management. Annual Review of Psychology, 43: 133-168.
Seltene, M. (2004). Process of consumer’s evaluation of brand extension: conception and validation of a decomposition model. Recherche et Applications en Marketing,19(4): 3-22.
Seltene, M. and O. Brunel (2008). Brand extension: the moderating role of the category to which the brand extension is found. Journal of Product & Brand Management, 17(6): 392-402.
Sewall, M. A. (1978). Market segmentation based on consumer ratings of proposed product designs. Journal of Marketing Research, 15(4): 557-564.
Shaw, M. E. (1981). Team dynamics: the psychology of small team behavior. NY: McGraw Hill.
Sheinin, D. A. (2000). The effects of experience with brand extensions on parent brand knowledge. Journal of Business Research, 49(1): 47-55.
Shine, B. C., J. Park, and R. S. Wyer (2007). Brand synergy effects in multiple brand extensions. Journal of Marketing Research, 44(4): 663-670.
Simon, C. J. and M. W. Sullivan (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1): 28.
Sirgy, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3): 287-300.
Sirgy, M. J., J. S. Johar, A. C. Samli, and C. B. Claiborne (1991),“Self-congruity versus functional congruity: predictors of consumer behavior,”Journal of the Academy of Marketing Science, 19 (4), 363–375.
Sirgy, M. J., D. Grewal, T. F. Mangleburg, J. Park, K. S. Chon., C. B. Claiborne, J. S. Johar, and H. Berkman (1997). Assessing the predictive validity of two methods of measuring self-Image congruence. Journal of the Academy of Marketing Science, 25 (3): 229-241.
Sirgy, M. J. and C. Su (2000). Destination image, self-congruity, and travel behaviour: toward an integrative model. Journal of Travel Research, 38 (4): 340-352.
Sjodin, H. (2007). Financial assessment of brand extensions. Journal of Brand Management, 14(3): 223-231.
Sjodin, H. (2008). Upsetting brand extensions: an enquiry into current customers’inclination to spread negative word of mouth. Journal of Brand Management, 15(4): 258-271.
Smith, D. C. (1992). Brand extensions and advertising efficiency: what can and can not be expected. Journal of Advertising Research, 32(6): 11-20.
Smith, D. C. and C. W. Park (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3): 296-313.
Smith, J. D. and D. G. Kemler Nelson (1984). Overall similarity in adults’classification: the child in all of us. Journal of Experimental Psychology: General, 113 (1). 137-139.
Snyder, M. (1987). Public appearances, private realities: the psychology of self-monitoring. NY: Freeman.
Snyder, M. and K. G. DeBono (1985). Appeals to image and claims about quality: understanding the psychology of advertising. Journal of personality and social psychology, 49(33):586-597.
Snyder, M. and S. Gangestad (1982). Choosing social situations: two investigations of self-monitoring processes. Journal of Personality and Social Psychology, 43 (1):123-135.
Snyder, M. and S. Gangestad (1986). On the nature of self-monitoring: matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1): 125-139.
Snyder, M. and D. Kendzierski (1982). Acting on one’s attitudes: procedures for linking attitude and behavior. Journal of experimental social psychology, 18: 165-183.
Solomon, M. R. (1983). The role of products as social stimuli: a symbolic interactionism perspective. Journal of Consumer Research, 10(3): 319-329.
Sood, S. and X. Drèze (2006). Brand extensions of experiential goods: movie sequel evaluations. Journal of Consumer Research, 33(3): 352-360.
Srivastava, R. K. and A. D. Shocker (1991). Brand equity: a perspective on its meaning and measurement. Cambridge, Marketing Science Institute.: 91-124. .
Stewart, A. J., M. J. Pickering, and P. Sturt (2004). Using eye movements during reading as an implicit measure of the acceptability of brand extensions. Applied Cognitive Psychology, 18(6): 697-709.
Story, J. and P. S. Loroz (2005). Technological congruence and perceived quality of brand extensions. Journal of Product & Brand Management, 14(7): 438-447.
Sullivan, M. W. (1990). Measuring Image Spillovers in Umbrella: Branded Products. The Journal of Business, 63(3):309-329.
Sullivan, M. W. (1992). Brand extensions: when to use them. Management Science, 38(6): 793-806.
Sunde, L. and R. J. Brodie (1993). Consumer evaluations of brand extensions: Further empirical results. International Journal of Research in Marketing, 10(1): 47-53.
Swaminathan, V. (2003). Sequential brand extensions and brand choice behavior. Journal of Business Research, 56(6): 431-442.
Swaminathan, V. and R. J. Fox and Reddy. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4): 1-15.
Symons, C. S. and B. T. Johnson (1997). The self-reference effect in memory: A meta-analysis. Psychological Bulletin, 121(3): 371-392.
Tang, Y. C., F. M. Liou and S. Y. Peng (2008). B2B brand extension to the B2C market--the case of the ICT industry in Taiwan. Journal of Brand Management, 15(6): 399-411.
Tauber, E. M. (1981). Brand franchise extension: new product benefit from existing brand names. Business Horizons, 24(2): 36-41.
Tauber, E. M. (1988). Brand leverage: strategy for growth in a cost-control world. Journal of Advertising Research, 28(4): 26-30.
Taylor, V. A. and W. O. Bearden (2002). The effects of price on brand extension evaluations: the moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2): 131-140.
Taylor, V. A. and W. O. Bearden (2003). Ad spending on brand extensions: does similarity matter? Journal of Brand Management, 11(1): 63-74.
Tellis, G. J. and G. J. Gaeth (1990). Best value, price-seeking, and price aversion: the impact of information and learning on consumer choices. Journal of Marketing, 54 (2): 34-45.
Thamaraiselvan, N. and J. Raja (2008). How do consumers evaluate brand extension: research findings form india. Journal of Services Research, 8(1): 43-62.
Thorbj?rnsen, H. (2005). Brand extensions: brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4): 250-257.
Tooby J., Cosmides L. (1992). The adapted mind: evolutionary psychology and the generation of culture. NY: Oxford University Press.
Tsai, Shu-pei (2005). Utility, cultural symbolism and emotion: a comprehensive model of brand purchase value. International Journal of Research in Marketing, 22: 277-291.
Tversky, Amos and Daniel Kahneman (1974). Judgment under uncertainty: heuristics and biases. Science, 185(4157):1124-1131.
Tversky, Amos (1977). Features of similarity. Psychological Review, 84 (4), 327-352.
Van Osselaer, S. M. J. and J. W. Alba (2003). Locus of equity and brand extension. Journal of Consumer Research, 29(4): 539-550.
Van Riel, A. C. R., J. Lemmink, and H. Ouwersloot (2001). Consumer evaluations of service brand extensions. Journal of Service Research, 3(3): 220.
Vanhonacker, W. (2007). Brand extension naming strategies: an exploratory study of the impact of brand traits. Marketing Letters, 18(1/2): 61-72.
Vigneron, Franck and Lester W. Johnson (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1: 1-15.
Volckner, F. and H. Sattler (2006). Drivers of brand extension success. Journal of Marketing, 70(2): 18-34.
Volckner, F. and H. Sattler (2007). Empirical generalizability of consumer evaluations of brand extensions. International Journal of Research in Marketing, 24(2): 149-162.
Volckner, F., H. Sattler, and G. Kaufmann (2008). Image feedback effects of brand extensions: evidence from a longitudinal field study. Marketing Letters, 19(2): 109-124.
Wernerfelt, B. (1988). Umbrella branding as a signal of new product quality: an example ofsignalling by posting a bond. RAND Journal of Economics, 19(3): 458-466.
White, K. and D. W. Dahl (2006). To be or not be? the influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology 16(4): 404-414.
Woodall, T. (2003). Conceptualising‘value for the customer’: an attributional, structural, and dispositional analysis. Academy of Marketing Science Review, 12: 1-42.
Woodruff, R. B. and S. F. Gardial. (1996). Know your customer: new approaches to customer value and satisfaction. Cambridge, MA, Blackwell.
Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24(3): 15-19.
Wu, G. and Y. G. Yen (2007). How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Journal of Product & Brand Management, 16(4/5): 334-341.
Wu, S. I. (2007). Comparison of brand extension effect based on different consumer decision-making styles. Journal of International Marketing & Marketing Research, 32(2): 93-116.
Wyer, Robert S. and Thomas K. Srull (1981). Category accessibility: some theoretical and empirical issues concerning the processing ofsocial stimulus information. // Higgins, E. T., C. P. Herman, and M. P. Zanna. Social cognition: the ontario symposium (Vol. I), Hillsdale, NJ: Erlbaum, 161-197.
Xie, Y. H. (2008). Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product & Brand Management, 17(4): 235-243.
Yeo, J. and J. Park (2006). Effects of parent-extension similarity and self regulatory focus on evaluations of brand extensions. Journal of Consumer Psychology, 16(3): 272-282.
Yeung, C. W. M. and J. R. S. Wyer (2005). Does loving a brand mean loving its products? the role of brand-elicited affect in brand extension evaluations. Journal of Marketing Research, 42(4): 495-506.
Yoo, Boonghee, Naveen Donthu, and Sungbo Lee (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2): 195-211.
Zajonc, R. B. (1965). Social facilitation. Science, 149 (3681): 269 - 274.
Zanna, M. P., J. M. Olson, and R. H. Fazio (1980). Attitude-behavior consistency: an individual difference perspective. Journal of Personality and Social Psychology, 38: 432-440.
Zhang, S. and S. Sood (2002). "Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults. Journal of Consumer Research, 29 (1): 129-141.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52 (3): 2-22.
CTR市场研究公司(2007).平缓增长,蓄势待发-中国电视广告花费/时长变化简析. CTR市场研究公司, (2007-11-30).http://www.ctrmi.com/list/200706/newsletter20071130.htm.
CTR市场研究公司(2008). 2008年中国广告市场回顾. CTR市场研究公司, (2009-02-04). http://www.ctrchina.cn/ctrchina/cn/News_Article.do?article=170.
Norihiko Shirouzu (2009).中国汽车销量超过美国行业将进入整合期.华尔街日报中文网, (2009-02-05). http://chinese.wsj.com/gb/20090205/ffe103947.asp.
科特勒,菲利普(1998).《市场营销管理》(亚洲版).北京:中国人民大学出版社.
范秀成,高琳(2002).基于品牌识别的品牌延伸.天津大学学报:社会科学版, 4(004): 333-337.
符国群(2001).消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型.中国管理科学, 9(5): 62-67.
符国群(2003).品牌延伸研究:回顾与展望.中国软科学, 2003(1):75-81.
国家统计局(2008).中国出口额跃居世界第二占比提高至8.8%.新华网, (2008-10-28). http://news.xinhuanet.com/newscenter/2008-10/28/content_10267595.htm.
韩经纶,赵军(2004).论品牌定位与品牌延伸的关系.南开管理评论, 7(2): 46-50.
卢泰宏,谢飙(1997).品牌延伸的评估模型.中山大学学报(社会科学版), 1997(6): 8-13.
雷莉,马谋超(2003).品牌延伸评价中的学习机制[J].心理科学, 26(2):360-361.
雷莉,王詠,丁夏齐,马谋超(2005).低卷入情境中品牌远延伸的成功机制.心理学报, 37(3): 390-396.
派力营销管理咨询有限公司(1996). 1994-2004中国品牌价值研究报告.全球品牌网, [2006-09-12], http://www.globrand.com/2006/60436.shtml.
裘晓东,赵平(2003).如何实施成功的品牌延伸战略.商业研究, 2003(003): 134-135.
王高(2004).顾客价值与企业竞争优势—以手机行业为例.管理世界, 2004(10): 97-106.
温忠麟,侯杰泰,张雷(2005).调节效应与中介效应的比较和应用.心理学报, 37(2): 268-274.
薛可,余明阳(2003).品牌延伸:资产价值转移与理论模型创建.南开管理评论, 6(3): 54-60.
张雷,雷雳,郭伯良(2003).多层线性模型应用.北京:教育科学出版社.
张文彬,董伟(2004). SPSS统计分析高级教程.北京:高等教育出版社.
周明,易怡(2004).品牌延伸对品牌权益影响之实证研究.南开管理评论, 7(5): 44-49.
朱德武,陈培根(2004).品牌延伸需要彻底的观念更新.管理世界, 2004(5): 147-148.
邹德强(2007a).消费者“价值-承诺-忠诚”关系研究[博士学位论文].北京:清华大学经济管理学院.
邹德强(2007b).功能价值和象征价值对品牌忠诚的影响:性别差异和品牌差异的调节作用. 南开管理评论, 10(3): 4-12.
Aaker, D. A. (1996). Building strong brands. NY: The Free Press.
Aaker, D. A. and K. L. Keller (1990). Consumer evaluations of brand Extensions. Journal of Marketing, 54(1): 27-41.
Aaker, J. L. (1999). The malleable self: the role of self-expression in persuasion. Journal of Marketing Research, 36(1):45-57.
Ahluwalia, R. and Z. Gurhan-Canli (2000). The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 27(3): 371-381.
Ailawadi, K. L., SA. L. Neslin, and D. R. Lehmann (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67 (4): 1-17.
Alexander, N. and M. Colgate (2005). Customers’responses to retail brand extensions. Journal of Marketing Management, 21(3): 393-419.
Anderson, James C. and David W. Gerbing (1988). Structural equation modeling in practice: a review and recommended two step approach. Psychological Bulletin, 103 (3): 411-423.
Ariely, D. and J. Levav (2000). Sequential choice in group settings: taking the road less traveled and less enjoyed. Journal of Consumer Behavior, 27(3): 279-290.
Bagozzi, R. P. and U. Dholakia (1999). Goal setting and goal striving in consumer behavior. Journal of Marketing, 63 (Special issue): 19-32.
Balachander, S. and S. Ghose (2003). Reciprocal spillover effects: a strategic benefit of brand extensions. Journal of Marketing, 67(1): 4-13.
Baron R M, Kenny D A. 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
Barone, M. J. (2005). The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3): 263-270.
Barone, M. J. and P. W. Miniard (2002). Mood and brand extension judgments: asymmetric effects for desirable versus undesirable brands. Journal of Consumer Psychology, 12(4): 283-290.
Barone, M. J., P. W. Miniard, and J. B. Romeo (2000). The influence of positive mood on brand extension evaluations. Journal of Consumer Research, 26(4): 386-400.
Batra, R. and P. M. Homer (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3): 318-330.
Bearden, W. O. and M. J. Etzel (1982). Reference group influence on product and brand purchase decisions. The Journal of Consumer Research, 9(2): 183-194.
Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11(2): 156-163.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2): 139-168.
Bem, D. J. and D. C. Funder (1978). Predicting more of the people more of the time: Assessing the personality. Psychological Review, 85: 485-501.
Berlin, B., D. E. Breedlove and P. H. Raven (1973). General principles of classification and nomenclature in folk biology. American Anthropologist, 75(1): 214-242.
Bhat, S. and S. K. Reddy (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1): 32-47.
Bhat, S. and S. K. Reddy (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3): 111-122.
Bottomley, P. A. and J. R. Doyle (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model. International Journal of Research in Marketing, 13(4): 365-377.
Bottomley, P. A. and S. J. S. Holden (2001). Do we really know how consumers evaluate brand extensions? empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4): 494-500.
Boush, D. M. and B. Loken (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1): 16-28.
Bridges, S., K. L. Keller, and S. Sood. (2000). Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links. Journal of Advertising Research, 29(4): 1-11.
Bristol, T. (1996). Consumers’beliefs resulting from conceptual combinations: conjunctive inferences about brand extensions. Psychology & Marketing, 13(6): 571-589.
Broniarczyk, S. M. and J. W. Alba (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2): 214-228.
Brudvig, S. and P. Raman (2006). The impact of fit and goal congruency on consumers’attitude to brand extensions. Marketing Management Journal, 16(2): 171-178.
Bruner, J. S., Jacqueline J. G. and G. A Austin (1956). A study of thinking. NY: Wiley.
Calder, B. J. and R. E. Burnkrant (1977). Interpersonal influence on consumer behavior: an attribution theory approach. Journal of Consumer Research, 4(1): 29-38.
Cantor, N., W. Mischel, and J. Schwartz (1982). A prototype analysis of psychological situations. Cognitive Psychology, 14(1): 45-77.
Chang, J. W. (2002). Will a family brand image be diluted by an unfavorable brand extension? a brand trial-based approach. Advances in Consumer Research, 29(1): 299-304.
Chaudhuri, A. and M. B. Holbrook (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (2): 81-92.
Chen, K. J. and G. M. Liu (2004). Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1): 25-36.
Childers, T. L. and A. R. Rao (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research: 198-211.
Choi, J. P. (1998). Brand extension as informational leverage. Review of Economic Studies, 65(225): 655-669.
Chowdhury, M. H. K. (2007). An investigation of consumer evaluation of brand extensions. International Journal of Consumer Studies, 31(4): 377-384.
Coderre, F., C. Dupuis, and S. Lafrance (1998). Brand extension: reactions of consumers loyal to the core brand. Advances in Consumer Research, 25(1): 77-77.
Cohen, J. B. and K. Basu (1987). Alternative models of categorization: toward a contingent processing framework. Journal of Consumer Research, 13(4): 455-472.
Collins-Dodd, C. and J. J. Louviere. (1999). Brand equity and retailer acceptance of brand extensions. Journal of Retailing and Consumer Service, 6: 1-13.
Colucci, M., E. Montaguti, and U. Lago (2008). Managing brand extension via licensing: an investigation into the high-end fashion industry. International Journal of Research in Marketing, 25(2): 129-137.
Cottrell, N.B., D.L. Wack, G.J. Sekerak, and R.H. Rittle (1968). Social facilitation of dominant responses by the presence of an audience and the mere presence of others. Journal of Personality and Social Psychology, 9(3):245-250.
Czellar, S. (2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1): 97-115.
d’Astous, A., F. Colbert, and M. Fournier (2007). An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4): 231-240.
Dacin, P. A. and D. C. Smith (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2): 229-242.
Dawar, N. and P. F. Anderson (1994). The effects of order and direction on multiple brand extensions. Journal of Business Research, 30(2): 119-129.
DeBono, K. G. (1987). Investigating the social-adjustive and value-expressive functions ofattitudes: implications for persuasion processes. Journal of personality and social psychology, 52(2):279-287.
DeBono, K. G. and A. E. Edmonds (1989). Cognitive dissonance and self-monitoring: a matter of context? Motivation and Emotion, 13(4):259-270.
de Ruyter, K. and M. Wetzels (2000). The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, 21(6): 639-659.
DeGraba, P. and M. W. Sullivan (1995). Spillover effects, cost savings, R&D and the use of brand extensions. International Journal of Industrial Organization, 13(2): 229-248.
DeiVecchio, D. and D. C. Smith (2005). Brand-extension price premiums: the effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2): 184-196.
Desai, K. K., K. L. Keller, and W. D. Hoyer. (2008). Effectiveness of abstract vs. concrete challenge strategies in response to the competitive threat of extensions from mega brands. Advances in Consumer Research - North American Conference Proceedings 35: 835-836.
Diamantopoulos, A., G. Smith, and I. Grime (2005). The impact of brand extensions on brand personality: experimental evidence. European Journal of Marketing,,39(1/2): 129-149.
Dias, S. and L. Ryals (2002). Options theory and options thinking in valuing returns on brand investments and brand extensions. Journal of Product & Brand Management, 11(2): 115-128.
Dodds, W. B., K. B. Monroe, and D. Grewal (1991). Effects of price, brand, and store information on buyers’product evaluation. Journal of Marketing Research, 28: 307-319.
Erdem, T. (1998). An empirical analysis of umbrella branding. Journal of Marketing Research , 35(3): 339-351.
Erdem, T. and B. H. Sun (2002). An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding. Journal of Marketing Research, 39(4): 408-420.
Escalas, Jennifer Edson and James R. Bettman (2003). You are what they eat: the influence of reference groups on consumers’connections to brands. Journal of Consumer Psychology, 13 (3): 339-348.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1 (3): 24-33.
Fedorikhin, A., C. W. Park, and M. Thomson (2006). How far do feelings go? how attachments influence brand extensions. Advances in Consumer Research, 33(1): 631-631.
Fedorikhin, A., C. W. Park, and M. Thomson (2008). Beyond fit and attitude: the effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4): 281-291.
Feldman, J. M. and J. Lynch (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3): 421-435.
Fisher, R. A (1946). Statistical methods for research workers. Tenth Edition. London: Oliver &Boyd.
Fiske, S. T. and M. A. Pavelchak (1986). Category-based versus piecemeal-based affective responses: developments in schema-triggered affect // Sorrentino, R. W. and E. T. Higgins. The handbook of motivation and cognition: foundation of social behavior, NY: Guilford Press:167-203.
Forney, J. C., E. J. Park, and L. Brandon (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing & Management, 9(2): 156-165.
Fu, G., J. Ding, and R. Qu (2009). Ownership effects in consumers’brand extension evaluations. Journal of Brand Management, 16(4): 221-233.
Fudenberg, D and J. Tirole (1991). Game theory. Cambridge: MIT Press.
Gainer, B. (1995). Ritual and relationships: interpersonal influences on shared consumption. Journal of Business Research, 32(3): 253-260.
Gangestad, S. W. and M. Snyder (2000). Self-monitoring: appraisal and reappraisal. Psychological Bulletin, 126(4): 530-555.
Gibson, R. (1990). The end of the line? overkill on extensions. Wall Street Journal, June 18: B1.
Gottlieb, G. (1998). Normally occurring environmental and behavioral influences on gene activity: from central dogma to probabilistic epigenesis. Psychological Review, 105(4): 792-802.
Graeff, T. R.(1996). Image congruence effects on product evaluations: the role of self-monitoring. Psychology & Marketing, 13(5):481-499.
Grime, I., A. Diamantopoulos, and G. Smith (2002). Consumer evaluations of extensions and their effects on the core brand: key issues and research propositions. European Journal of Marketing, 36(11): 1415-1438.
Gronhaug, K., L. Hem, and R. Lines (2002). Exploring the impact of product category risk and consumer knowledge in brand extensions. Journal of Brand Management, 9(6): 463.
Gronroos, Christian (1997). Value-driven relationship marketing: from products to resources and competencies. Journal of Marketing Management, 13 (5): 407-419.
Gurhan-Canli, Z. and D. Maheswaran (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35(4): 464-473.
Hakenes, H. and M. Peitz (2008). Umbrella branding and the provision of quality. International Journal of Industrial Organization, 26(2): 546-556.
Han, J. K. (1998). Brand extensions in a competitive context: effects of competitive targets and product attribute typicality on perceived quality. Academy of Marketing Science Review, 1998(01): 1-13.
Hansen, H. and L. E. Hem (2004). Brand extension evaluations: effects of affective commitment, involvement, price consciousness and preference for bundling in the extension category. Advances in Consumer Research, 31(1): 375-391.
Hasher, L., D. Goldstein, and T. Toppino (1977). Frequency and the conference of referential validity. Journal of Verbal Learning and Verbal Behavior, 16 (1):107-112.
Hays, W. L. (1973). Statistics for the social sciences. 2nd edition. NY: Holt, Rinehart & Winston. Hem, L. E., L. de Chernatony, and N. M. Iversen (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7/8): 781-806.
Hem, L. E. and N. M. Iversen (2002). Decomposed similarity measures in brand extensions. Advances in Consumer Research, 29(1): 199-206.
Hem, L. E. and N. M. Iversen (2003). Transfer of brand equity in brand extension: the importance of brand loyalty. Advances in Consumer Research, 30(1): 72-79.
Herr, P. M., P. H. Farquhar, and R. H. Fazio (1996). Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology, 5(2): 135-159.
Higgins, F. T. and J. A. Bargh (1987). Social cognition and social perception. Annual Review of Psychology, 38: 369-425.
Hirschman, E. C. (1980). Attributes of attributes and layers of meaning. Advances in Consumer Research, 7(1): 7-12.
Hoeffler, S. and K. L. Keller (2003). The marketing advantages of strong brands. Journal of Brand Management, 10 (6): 421-445.
Holbrook, M. B. (1986). Aims, concepts, and methods for the representation of individual differences in esthetic responses to design features. Journal of Consumer Research, 13(3): 337-347.
Holbrook, M. B., Ed. (2002). Introduction to consumer value. consumer value: a framework for analysis and research. London: Routledge.
Holbrook, M. B. and E. C. Hirschman (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2): 132-140.
Holbrook, M. B. and W. L. Moore (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1): 103-113.
Holmbeck G N. (1997). Toward terminological, conceptual, and statistical clarity in the study of mediators and moderators: examples from the child-clinical and pediatric psychology literatures. Journal of Consulting and Clinical Psychology, 4: 599–610.
Homa, D. and R. Vosburgh (1976). Category breadth and the abstraction of prototypical information. Journal of Experimental Psychology: Human Learning and Memory. 2 (3), 322-330.
Huffman, C. and M. J. Houston (1993). Goal-oriented experiences and the development of knowledge. Journal of Consumer Research, 20 (2): 190-207.
Interbrand Corporation (2001). The 100 top brands. Business Week, 2001(Aug.6): 60-64.
Interbrand Corporation (2008). The 100 top brands. Business Week, 2008(Sept.29): 56-62.
Joiner, C. (2006). Existing products and brand extension judgments: does brand category context matter? Advances in Consumer Research, 33(1): 76-81.
John, D. R., B. Loken, and C. Joiner (1998). The negative impact of extensions: can flagship products be diluted? Journal of Marketing, 62(1): 19-32.
Jun, S. Y. and T. Mazumdar (1999). Effects of technological hierarchy on brand extension evaluations. Journal of Business Research, 46(1): 31-43.
Kassarjian, H. H. (1971). Personality and consumer behavior: a review. Journal of Marketing Research, 8(4): 409-418.
Keller, K. L. (1998). Strategic brand management-building, measuring and managing brand equity. 1st edition. NJ: Prentice Hall.
Keller, K. L. and D. R. Lehmann (2001). The brand value chain: linking strategic and financial performance. Working paper, Tuck School of Business, Dartmouth College.
Keller, K. L. and S. Sood (2003). Brand equity dilution. MIT Sloan Management review, 45(1): 12-15.
Keller, K. L. and D. A. Aaker (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1):35-50.
Khalil, E. L. (2000). Symbolic products: prestige, pride and identity goods. Theory and Decision, 49: 53-77.
Kim, B. D. and M. W. Sullivan (1998). The effect of parent brand experience of line extension. Marketing Letters, 9(2): 181-193.
Kim, C. K., A. M. Lavack, and M. Smith (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52(3): 211-222.
Kim, H. and D. R. John (2008). Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2): 116-126.
Kim, J. Y. (2003). Communication message strategies for brand extensions. Journal of Product & Brand Management, 12(7): 462-476.
Kirmani, A., S. Sood, and S. Bridges (1999). The ownership effect in consumer responses to brand line stretches. Journal of Marketing, 63(1): 88-101.
Klink, R. R. and D. C. Smith (2001). Threats to the external validity of brand extension Research. Journal of Marketing Research, 38(3): 326-335.
Kressmann, Frank, M. Joseph Sirgy, Andreas Herrmann, Frank Huber, Stephanie Huber, and Dong-Jin Lee (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59: 955-964.
Kristiansen, C. M. and M.P. Zanna (1988). Justifying attitudes by appealing to values: a functional perspective. British journal of social psychology, 27(33):247-256.
Kumar, P. (2005). Brand counterextensions: the impact of brand extension success versus failure. Journal of Marketing Research, 42(2): 183-194.
Kwon, J. and W. Lee (2006). Cross-gender brand extensions: effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions. Advances in Consumer Research, 33(1): 67-74.
Laforet, S. (2007). British grocers’brand extension in financial services. Journal of Product & Brand Management, 16(2): 82-97.
Lai, A. W. (1995). Consumer values, product benefits and customer value: a consumption behavior approach. Advances in Consumer Research, 22: 381-387.
Lane, V. and R. Jacobson (1995). Stock market reactions to brand extension announcements: The effects of brand attitude and. Journal of Marketing, 59(1): 63.
Lane, V. and R. Jacobson (1997). The reciprocal impact of brand leveraging: feedback effects from brand extension evaluation to brand evalution. Marketing Letters, 8(3): 261-271.
Lee, J. S. (1995). Role of attitude toward brand advertising on consumer perception of a brand extension. Advances in Consumer Research, 22(1): 116-122.
Lehu, J. M. (2004). Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context. Journal of Marketing Communications, 10(2): 133-152.
Lei, J., R. Pruppers, H. Ouwersloot and J. Lemmink (2004). Service intensiveness and brand extension evaluations. Journal of Service Research, 6(3): 243-255.
Lichtenstein, D., Nancy M. Ridgway and Richard G. Netemeyer (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2): 234-245.
Luo, X. (2005). How does shopping with others influence impulsive purchasing? Journal of consumer psychology, 15(4): 288-294.
Loken, B. and D. R. John (1993). Diluting brand beliefs: when do brand extensions have a negative impact? The Journal of Marketing, 57(3):71-84.
Ma, Q., X. Wang, L. Shu and S. Dai (2008). P300 and categorization in brand extension. Neuroscience Letters, 431(1): 57-61.
Mandler, G. (1982). The structure of value: accounting for taste. Affect and cognition: The 17th annual Carnegie symposium, Hillsdale, NJ: Erlbaum.
Mangleburg, T., M. J. Sirgy, D. Grewal, D. Axsom, M. Hatzios, C. B. Claiborne, et al. (1998). The moderating effect of prior experience in consumers’use of user-image based versus utilitarian cues in brand attitude. Journal of Business Psychology, 13 (1): 101-113.
Mano, H. and R. L. Oliver (1993). Assessing the dimensionality and structure of the consumptionexperience: evaluation, feeling, and satisfaction. Journal of Consumer Research 20(3): 451-466.
Mao, H. and H. S. Krishnan (2006). Effects of prototype and exemplar fit on brand extension evaluations: a two-process contingency model. Journal of Consumer Research, 33(1): 41-49.
Maoz, E. and A. M. Tybout (2002). The moderating role of involvement and differentiation in the evaluation of brand extensions. Journal of Consumer Psychology, 12(2): 119-131.
Markus, H. and Z. Kunda (1986). Culture and the self: implications for cognition, emotion and motivation. Psychological Review, 98(2):224-253.
Markus, H. and P. Nurius (1986). Possible selves. American Psychologist, 41(9):954-969.
Markus, H. and E. Wurf (1987). The dynamic self-concept: a social psychological perspective. Annual Review of Psychology 38: 299-337.
Martin, I. M., D. W. Stewart, and S. Matta (2005). Branding strategies, marketing communication, and perceived brand meaning: the transfer of purposive, goal-oriented brand meaning to brand extensions. Journal of the Academy of Marketing Science, 33(3): 275-294.
Martínez, E. and L. de Chernatony (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1): 39-50.
Martínez, E., T. Montaner, and M. Pina (2009). Brand extension feedback: the role of advertising. Journal of Business Research, 62(3): 305-313.
Martínez, E. and J. M. Pina (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12(7): 432-448.
Martínez, E. and J. M. Pina (2005). Influence of corporate image on brand extensions: a model applied to the service sector. Journal of Marketing Communications, 11(4): 263-281.
Martinez, E., Y. Polo, and L. de Chernatony (2008). Effect of brand extension strategies on brand image: a comparative study of the UK and Spanish markets. International Marketing Review, 25(1): 107-137.
Martínez, S. E. and J. M. Pina (2009). Modeling the brand extensions’influence on brand image. Journal of Business Research, 62(1): 50-60.
McCarthy, J. E. (1984). Groups: interaction and performance. Englewood Cliffs, NJ: Prentice-Hall.
McCarthy, M., T. Heath, S. Milberg (2001). New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice. Marketing Letters, 12(1): 75-90.
Mervis, C. B. and E. Rosch (1981). Categonzation of natural objects // Rosenzweig M. R. and Lyman W. P. Palo Alto in Annual Review of Psychology, Vol. 32, CA: Annual Reviews, Inc., 89-115.
Meyers-Levy, J., T. A. Louie, and M. T. Curren (1994). How does the congruity of brand names affect evaluations of brand name extensions? Journal of Applied Psychology, 79(1): 46-53.
Meyvis, T., K. Goldsmith, R.Dhar. (2008). Beyond survival of the fittest: the influence of consumers’mindset on brand extension evaluations. Working Paper. New York University.
Meyvis, T. and C. Janiszewski (2004). When are broader brands stronger brands? an accessibility perspective on the success of brand extensions. Journal of Consumer Research, 31(2): 346-357.
Milberg, S. J., C. W. Park, and M. S. McCarthy (1997). Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies. Journal of Consumer Psychology, 6(2): 119-140.
Mischel, Walter (1968). Personality and assessment. NY: John Wiley & Sons.
Monga, A. B. and D. R. John (2007). Cultural differences in brand extension evaluation: the influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4): 529-536.
Montgomery, C. A. and B. Wernerfelt (1992). Risk reduction and umbrella branding. Journal of Business 65(1): 31.
Morrin, M (1999). The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research, 36(4):517-525.
Myers, D. G. (2005). Social Psychology, 8th Edition. NY: McGraw-Hill.
Nan, X. (2006). Affective cues and brand-extension evaluation: exploring the influence of attitude toward the parent brand and attitude toward the extension ad. Psychology & Marketing, 23(7): 597-616.
Nandan, S. and M. Nandan (1996). Role of positioning strategies on consumer evaluations of brand extensions. Journal of Marketing Management, 6(1): 1-7.
Nijssen, E. J. (1999). Success factors of line extensions of fast-moving consumer goods. European Journal of Marketing, 33(5): 450-469.
Nkwocha, I., B. Yeqing, W. Johnson, and H. Brotspies (2005). Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory & Practice, 13(3): 49-61.
Oakley, J. L., S. Balachander, and S. Sriram (2005). Understanding the simultaneous effects of category fit and order of entry on consumer perceptions of brand extensions. Advances in Consumer Research, 32(1): 135-136.
Oakley, J. L., A. Duhachek, and S. Balachander (2008). Order of entry and the moderating role of comparison brands in brand extension evaluation. Journal of Consumer Research, 34(5): 706-712.
Orth, U. R. (2005). Consumer personality and other factors in situational brand choice variation. Brand Management, 13(2):115–133.
Park, C. W., B. J. Jaworski, and D. J. Maclnnis (1986). Strategic brand concept-image management. Journal of Marketing, 50(4): 135-145.
Park, C. W., S. Milberg, and R. Lawson (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2): 185-193.
Park, J. W. and K. H. Kim (2001). Role of consumer relationships with a brand in brand extensions: some exploratory findings. Advances in Consumer Research, 28(1): 179-185.
Park, J.W., K. H. Kim, and J. K. Kim (2002). Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality. Advances in Consumer Research, 29: 190-198.
Plummer, J. T. (1985). How brand personality makes a difference. Journal of Advertising Research, 24(6): 27-31.
Prentice, D. A. (1987). Psychological correspondence of possessions, attitudes, and values. Journal of Personality and Social Psychology 53(6): 993-1003.
Ratner, R. K. and B. E. Kahn (2002). The impact of private versus public consumption on variety-seeking behavior. Journal of Consumer Research, 29(2): 246-257.
Ratneshwar, S. and A. D. Shocker (1991). Substitution in use and the role of usage context in product category structures. Journal of Marketing Research, 28(3):281-295.
Raudenbush, Stephen W. and Anthony S. Bryk (2002). Hierarchical linear models: applications and data analysis methods, 2nd Edition. Thousand Oaks, CA: Sage Publications, Inc.
Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1): 4-13.
Reddy, M., N. Terblanche, L. Pitt, and M. Parent (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2): 187-197.
Reddy, S. K., S. L. Holak, S. Bhat (1994). To extend or not to extend: success determinants of line extensions. Journal of Marketing Research, 31(2): 243-262.
Richins, M. L. (1994). Valuing things: the public and private meanings of possessions. Journal of Consumer Research, 21 (3): 504-521.
Romeo, J. B. (1991). The effects of negative information on the evaluations of brand extensions and the family brand. Advances in Consumer Research, 18(1): 399-406.
Rosch, E. (1973). On the internal structure of perceptual and semantic categories// Moore, T. E. Cognitive development and the acquisition of language, NY: Academic Press. 111-144.
Rosch, E. and C. B. Mervis (1975). Family resemblances: studies in the internal structure of categories. Cognitive Psychology, 7 (October), 573-605.
Sandell, R. G. (1968). Effects of attitudinal and situational factors on reported choice behavior. Journal of Marketing Research: 405-408.
Schlenker, B. R. and M. F. Weigold (1992). Interpersonal processes involving impression regulation and management. Annual Review of Psychology, 43: 133-168.
Seltene, M. (2004). Process of consumer’s evaluation of brand extension: conception and validation of a decomposition model. Recherche et Applications en Marketing,19(4): 3-22.
Seltene, M. and O. Brunel (2008). Brand extension: the moderating role of the category to which the brand extension is found. Journal of Product & Brand Management, 17(6): 392-402.
Sewall, M. A. (1978). Market segmentation based on consumer ratings of proposed product designs. Journal of Marketing Research, 15(4): 557-564.
Shaw, M. E. (1981). Team dynamics: the psychology of small team behavior. NY: McGraw Hill.
Sheinin, D. A. (2000). The effects of experience with brand extensions on parent brand knowledge. Journal of Business Research, 49(1): 47-55.
Shine, B. C., J. Park, and R. S. Wyer (2007). Brand synergy effects in multiple brand extensions. Journal of Marketing Research, 44(4): 663-670.
Simon, C. J. and M. W. Sullivan (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1): 28.
Sirgy, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3): 287-300.
Sirgy, M. J., J. S. Johar, A. C. Samli, and C. B. Claiborne (1991),“Self-congruity versus functional congruity: predictors of consumer behavior,”Journal of the Academy of Marketing Science, 19 (4), 363–375.
Sirgy, M. J., D. Grewal, T. F. Mangleburg, J. Park, K. S. Chon., C. B. Claiborne, J. S. Johar, and H. Berkman (1997). Assessing the predictive validity of two methods of measuring self-Image congruence. Journal of the Academy of Marketing Science, 25 (3): 229-241.
Sirgy, M. J. and C. Su (2000). Destination image, self-congruity, and travel behaviour: toward an integrative model. Journal of Travel Research, 38 (4): 340-352.
Sjodin, H. (2007). Financial assessment of brand extensions. Journal of Brand Management, 14(3): 223-231.
Sjodin, H. (2008). Upsetting brand extensions: an enquiry into current customers’inclination to spread negative word of mouth. Journal of Brand Management, 15(4): 258-271.
Smith, D. C. (1992). Brand extensions and advertising efficiency: what can and can not be expected. Journal of Advertising Research, 32(6): 11-20.
Smith, D. C. and C. W. Park (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3): 296-313.
Smith, J. D. and D. G. Kemler Nelson (1984). Overall similarity in adults’classification: the child in all of us. Journal of Experimental Psychology: General, 113 (1). 137-139.
Snyder, M. (1987). Public appearances, private realities: the psychology of self-monitoring. NY: Freeman.
Snyder, M. and K. G. DeBono (1985). Appeals to image and claims about quality: understanding the psychology of advertising. Journal of personality and social psychology, 49(33):586-597.
Snyder, M. and S. Gangestad (1982). Choosing social situations: two investigations of self-monitoring processes. Journal of Personality and Social Psychology, 43 (1):123-135.
Snyder, M. and S. Gangestad (1986). On the nature of self-monitoring: matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1): 125-139.
Snyder, M. and D. Kendzierski (1982). Acting on one’s attitudes: procedures for linking attitude and behavior. Journal of experimental social psychology, 18: 165-183.
Solomon, M. R. (1983). The role of products as social stimuli: a symbolic interactionism perspective. Journal of Consumer Research, 10(3): 319-329.
Sood, S. and X. Drèze (2006). Brand extensions of experiential goods: movie sequel evaluations. Journal of Consumer Research, 33(3): 352-360.
Srivastava, R. K. and A. D. Shocker (1991). Brand equity: a perspective on its meaning and measurement. Cambridge, Marketing Science Institute.: 91-124. .
Stewart, A. J., M. J. Pickering, and P. Sturt (2004). Using eye movements during reading as an implicit measure of the acceptability of brand extensions. Applied Cognitive Psychology, 18(6): 697-709.
Story, J. and P. S. Loroz (2005). Technological congruence and perceived quality of brand extensions. Journal of Product & Brand Management, 14(7): 438-447.
Sullivan, M. W. (1990). Measuring Image Spillovers in Umbrella: Branded Products. The Journal of Business, 63(3):309-329.
Sullivan, M. W. (1992). Brand extensions: when to use them. Management Science, 38(6): 793-806.
Sunde, L. and R. J. Brodie (1993). Consumer evaluations of brand extensions: Further empirical results. International Journal of Research in Marketing, 10(1): 47-53.
Swaminathan, V. (2003). Sequential brand extensions and brand choice behavior. Journal of Business Research, 56(6): 431-442.
Swaminathan, V. and R. J. Fox and Reddy. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4): 1-15.
Symons, C. S. and B. T. Johnson (1997). The self-reference effect in memory: A meta-analysis. Psychological Bulletin, 121(3): 371-392.
Tang, Y. C., F. M. Liou and S. Y. Peng (2008). B2B brand extension to the B2C market--the case of the ICT industry in Taiwan. Journal of Brand Management, 15(6): 399-411.
Tauber, E. M. (1981). Brand franchise extension: new product benefit from existing brand names. Business Horizons, 24(2): 36-41.
Tauber, E. M. (1988). Brand leverage: strategy for growth in a cost-control world. Journal of Advertising Research, 28(4): 26-30.
Taylor, V. A. and W. O. Bearden (2002). The effects of price on brand extension evaluations: the moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2): 131-140.
Taylor, V. A. and W. O. Bearden (2003). Ad spending on brand extensions: does similarity matter? Journal of Brand Management, 11(1): 63-74.
Tellis, G. J. and G. J. Gaeth (1990). Best value, price-seeking, and price aversion: the impact of information and learning on consumer choices. Journal of Marketing, 54 (2): 34-45.
Thamaraiselvan, N. and J. Raja (2008). How do consumers evaluate brand extension: research findings form india. Journal of Services Research, 8(1): 43-62.
Thorbj?rnsen, H. (2005). Brand extensions: brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4): 250-257.
Tooby J., Cosmides L. (1992). The adapted mind: evolutionary psychology and the generation of culture. NY: Oxford University Press.
Tsai, Shu-pei (2005). Utility, cultural symbolism and emotion: a comprehensive model of brand purchase value. International Journal of Research in Marketing, 22: 277-291.
Tversky, Amos and Daniel Kahneman (1974). Judgment under uncertainty: heuristics and biases. Science, 185(4157):1124-1131.
Tversky, Amos (1977). Features of similarity. Psychological Review, 84 (4), 327-352.
Van Osselaer, S. M. J. and J. W. Alba (2003). Locus of equity and brand extension. Journal of Consumer Research, 29(4): 539-550.
Van Riel, A. C. R., J. Lemmink, and H. Ouwersloot (2001). Consumer evaluations of service brand extensions. Journal of Service Research, 3(3): 220.
Vanhonacker, W. (2007). Brand extension naming strategies: an exploratory study of the impact of brand traits. Marketing Letters, 18(1/2): 61-72.
Vigneron, Franck and Lester W. Johnson (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1: 1-15.
Volckner, F. and H. Sattler (2006). Drivers of brand extension success. Journal of Marketing, 70(2): 18-34.
Volckner, F. and H. Sattler (2007). Empirical generalizability of consumer evaluations of brand extensions. International Journal of Research in Marketing, 24(2): 149-162.
Volckner, F., H. Sattler, and G. Kaufmann (2008). Image feedback effects of brand extensions: evidence from a longitudinal field study. Marketing Letters, 19(2): 109-124.
Wernerfelt, B. (1988). Umbrella branding as a signal of new product quality: an example ofsignalling by posting a bond. RAND Journal of Economics, 19(3): 458-466.
White, K. and D. W. Dahl (2006). To be or not be? the influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology 16(4): 404-414.
Woodall, T. (2003). Conceptualising‘value for the customer’: an attributional, structural, and dispositional analysis. Academy of Marketing Science Review, 12: 1-42.
Woodruff, R. B. and S. F. Gardial. (1996). Know your customer: new approaches to customer value and satisfaction. Cambridge, MA, Blackwell.
Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24(3): 15-19.
Wu, G. and Y. G. Yen (2007). How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Journal of Product & Brand Management, 16(4/5): 334-341.
Wu, S. I. (2007). Comparison of brand extension effect based on different consumer decision-making styles. Journal of International Marketing & Marketing Research, 32(2): 93-116.
Wyer, Robert S. and Thomas K. Srull (1981). Category accessibility: some theoretical and empirical issues concerning the processing ofsocial stimulus information. // Higgins, E. T., C. P. Herman, and M. P. Zanna. Social cognition: the ontario symposium (Vol. I), Hillsdale, NJ: Erlbaum, 161-197.
Xie, Y. H. (2008). Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product & Brand Management, 17(4): 235-243.
Yeo, J. and J. Park (2006). Effects of parent-extension similarity and self regulatory focus on evaluations of brand extensions. Journal of Consumer Psychology, 16(3): 272-282.
Yeung, C. W. M. and J. R. S. Wyer (2005). Does loving a brand mean loving its products? the role of brand-elicited affect in brand extension evaluations. Journal of Marketing Research, 42(4): 495-506.
Yoo, Boonghee, Naveen Donthu, and Sungbo Lee (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2): 195-211.
Zajonc, R. B. (1965). Social facilitation. Science, 149 (3681): 269 - 274.
Zanna, M. P., J. M. Olson, and R. H. Fazio (1980). Attitude-behavior consistency: an individual difference perspective. Journal of Personality and Social Psychology, 38: 432-440.
Zhang, S. and S. Sood (2002). "Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults. Journal of Consumer Research, 29 (1): 129-141.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52 (3): 2-22.
CTR市场研究公司(2007).平缓增长,蓄势待发-中国电视广告花费/时长变化简析. CTR市场研究公司, (2007-11-30).http://www.ctrmi.com/list/200706/newsletter20071130.htm.
CTR市场研究公司(2008). 2008年中国广告市场回顾. CTR市场研究公司, (2009-02-04). http://www.ctrchina.cn/ctrchina/cn/News_Article.do?article=170.
Norihiko Shirouzu (2009).中国汽车销量超过美国行业将进入整合期.华尔街日报中文网, (2009-02-05). http://chinese.wsj.com/gb/20090205/ffe103947.asp.
科特勒,菲利普(1998).《市场营销管理》(亚洲版).北京:中国人民大学出版社.
范秀成,高琳(2002).基于品牌识别的品牌延伸.天津大学学报:社会科学版, 4(004): 333-337.
符国群(2001).消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型.中国管理科学, 9(5): 62-67.
符国群(2003).品牌延伸研究:回顾与展望.中国软科学, 2003(1):75-81.
国家统计局(2008).中国出口额跃居世界第二占比提高至8.8%.新华网, (2008-10-28). http://news.xinhuanet.com/newscenter/2008-10/28/content_10267595.htm.
韩经纶,赵军(2004).论品牌定位与品牌延伸的关系.南开管理评论, 7(2): 46-50.
卢泰宏,谢飙(1997).品牌延伸的评估模型.中山大学学报(社会科学版), 1997(6): 8-13.
雷莉,马谋超(2003).品牌延伸评价中的学习机制[J].心理科学, 26(2):360-361.
雷莉,王詠,丁夏齐,马谋超(2005).低卷入情境中品牌远延伸的成功机制.心理学报, 37(3): 390-396.
派力营销管理咨询有限公司(1996). 1994-2004中国品牌价值研究报告.全球品牌网, [2006-09-12], http://www.globrand.com/2006/60436.shtml.
裘晓东,赵平(2003).如何实施成功的品牌延伸战略.商业研究, 2003(003): 134-135.
王高(2004).顾客价值与企业竞争优势—以手机行业为例.管理世界, 2004(10): 97-106.
温忠麟,侯杰泰,张雷(2005).调节效应与中介效应的比较和应用.心理学报, 37(2): 268-274.
薛可,余明阳(2003).品牌延伸:资产价值转移与理论模型创建.南开管理评论, 6(3): 54-60.
张雷,雷雳,郭伯良(2003).多层线性模型应用.北京:教育科学出版社.
张文彬,董伟(2004). SPSS统计分析高级教程.北京:高等教育出版社.
周明,易怡(2004).品牌延伸对品牌权益影响之实证研究.南开管理评论, 7(5): 44-49.
朱德武,陈培根(2004).品牌延伸需要彻底的观念更新.管理世界, 2004(5): 147-148.
邹德强(2007a).消费者“价值-承诺-忠诚”关系研究[博士学位论文].北京:清华大学经济管理学院.
邹德强(2007b).功能价值和象征价值对品牌忠诚的影响:性别差异和品牌差异的调节作用. 南开管理评论, 10(3): 4-12.