老字号品牌延伸对品牌形象的影响机制研究
|
摘要
老字号品牌是曾经的市场领导者,在市场上占有重要地位,他们是体现民族文化特色的品牌,是中华民族的宝贵财富。但是,随着市场环境的改变,品牌之间的竞争越来越激烈,老字号品牌受到严重的冲击,由于缺乏核心竞争力,很多的老字号品牌开始衰落,市场占有率迅速下降,有些老字号品牌甚至退出了市场。为了摆脱老字号品牌所陷入的严重危机,很多老字号企业采用品牌延伸的方式推出新产品,激活老字号,维护和挽救品牌。通过品牌延伸的方式引入新产品,给原品牌带来了新的元素的同时,会对原品牌的品牌形象产生一定的影响。学者们针对品牌延伸对品牌形象的影响进行了大量的研究,但是研究结论并不一致。有学者认为感知契合度高的品牌延伸会加强品牌形象,有学者认为不论感知契合度高还是感知契合度低的品牌延伸都会对品牌形象产生负面影响,还有学者认为品牌延伸不会对品牌形象产生影响。
本研究选择具有中国文化特征的老字号品牌为研究对象,在文献分析的基础上,结合中国文化特征,构建了老字号品牌延伸对品牌形象影响的理论模型。通过预测试,选择“全聚德”和“便宜坊”两个餐饮老字号品牌作为研究的母品牌。为了检验感知契合度在品牌延伸对品牌形象影响过程中的作用,采用情景模拟法,模拟推出四种与母品牌之间的感知契合度不同的虚拟延伸产品,分别是代表高文化契合高产品契合延伸的月饼、代表低文化契合高产品契合延伸的汉堡、代表高文化契合低产品契合延伸的茶叶和代表低文化契合低产品契合延伸的咖啡。考虑到消费者在进行品牌延伸评价的过程中卷入度水平的差异性,设计了高消费者卷入度和低消费者卷入度两种不同消费者卷入度水平的品牌延伸情境。共设计了16个版本的调研问卷,对老字号品牌延伸对品牌形象影响机制进行调研。通过大样本调研数据,借助结构方程模型对老字号品牌延伸对品牌形象影响模型进行了检验,得出的主要结论如下：
第一,研究表明,老字号品牌延伸是否会对品牌形象产生稀释效应取决于消费者的卷入度水平。高消费者卷入度水平下,品牌延伸会对老字号品牌形象产生稀释效应；低消费者卷入度水平下,感知契合度良好的品牌延伸(比如：全聚德月饼和便宜坊月饼)不但不会对老字号品牌形象产生稀释效应,反而会提升老字号的品牌形象。
第二,本研究证实了老字号品牌延伸过程中,延伸产品与母品牌之间的文化契合度因素起到非常重要的作用。无论消费者卷入度水平如何,文化契合度都会对消费者的品牌延伸态度起到正向作用,即品牌延伸过程中,延伸产品与母品牌之间的文化契合度越高,消费者的品牌延伸态度越积极。因此,老字号品牌延伸过程中要充分考虑延伸产品与母品牌之间的文化契合度。
第三,研究发现,老字号品牌的品牌形象的结构维度具有独特性,除了包含功能性形象、情感性形象和声望性形象三个维度之外,还包含传承性形象维度。传承性形象是老字号品牌形象的独特属性,包括文化的传承性、技术的传承性以及精神的传承性。在实证研究的基础上,开发了具有中国文化背景的老字号品牌形象测量量表,经验证测量量表具有较好的信度、效度,可用作老字号品牌形象测量的测量工具。
第四,与国外学者们的研究结果不同,老字号品牌的品牌感知质量对消费者的品牌延伸态度的影响,在本研究中未得到验证。究其原因,可能是因为对于消费者来说,老字号品牌本身就代表高质量,是一种品质的象征,因此品牌延伸评价过程中,消费者更多地考虑延伸产品与母品牌之间的感知契合度以及对母品牌的熟悉程度等问题,而不考虑母品牌的感知质量的问题。因此,老字号品牌所具有的高质量成为其进行品牌延伸的最有利的因素,为品牌延伸成功提供了很好的保障。
第五,研究证实老字号品牌延伸过程中,消费者卷入度水平以及消费者创新性水平都对感知契合度与消费者的品牌延伸态度之间的关系起到调节作用。相对于低消费者卷入度水平来说,在高消费者卷入度水平下,感知契合度对消费者的品牌延伸态度具有更显著的正向影响；对于创新性水平高的消费者,感知契合度对老字号品牌延伸态度的影响程度比较小,对于创新性水平低的消费者,感知契合度对老字号品牌延伸态度的影响程度比较大。
第六,老字号品牌延伸过程中,品牌熟悉度对品牌延伸态度的影响取决于消费者卷入度水平。高消费者卷入度水平下,品牌熟悉度对品牌延伸态度的影响不显著；低消费者卷入度水平下,品牌熟悉度对品牌延伸态度具有显著的正向影响。因此,要通过营销活动提升消费者对老字号品牌的熟悉程度,从而提升消费者的品牌延伸态度。
本研究的主要创新点及学术贡献在于：
第一,本研究以具有中国文化特色的老字号品牌为研究对象,针对老字号品牌所具有的独特文化属性,将“文化契合度”这一变量引入到品牌延伸对品牌形象的影响研究中,构建了老字号品牌延伸对品牌形象影响的理论模型,丰富了品牌管理理论。
第二,结合老字号品牌的特征,通过实证研究,构建了老字号品牌形象测评体系,开发了中国文化背景下的老字号品牌形象测量量表,为相关学者的研究提供了有效的测量工具。
第三,考虑到消费者在进行品牌延伸评价过程中的卷入度水平的差异性,将“消费者卷入度”这个变量引入到品牌延伸对品牌形象影响模型中,通过实证研究,证实了在老字号品牌延伸评价过程中,品牌延伸对品牌形象的影响作用取决于消费者卷入度水平的高低,为老字号品牌延伸实践提供理论依据。
China time-honored brands, which are valuable wealth of the Chinese nation, are market leaders in the past and occupy an important position in the market. But as time past, market environment takes earth-shaking changes. The growing competition among brands affects China time-honored brand severely. Owing to the lack of core competitiveness, a lot of China time-honored brands decline and the market share fall rapidly. Some brands even die out. In order to get rid of the serious crisis and activate China time-honored brands, many enterprises adopt the method of brand extension to launch new products. However, introduction of new products by brand extension can add new elements to the brand, which can affect the original brand image. Scholars haven't reached an agreement on the research conclusions of brand extension's effect on brand image. Some scholars think that brand extension will strengthen the brand image when the degree of perceived fit between the extension and the parent brand is high; some scholars think that brand extension has a negative impact on brand image, no matter whether the perceived fit between the extension and the parent brand is high or low; some scholars believe that the brand extension does not affect the brand image.
On the basis of literature analysis, this paper studies China time-honored brands and constructs the model of the China time-honored brands'extension on brand image. Through a series of pre-test, the Quanjude and Bian yi fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, hamburger, tea and coffee. For the two time-honored brands, moon cake is a kind of brand extension with high perceived cultural fit and high perceived product fit; hamburger is a kind of brand extension with low perceived culture fit and high perceived product fit; tea is a kind of brand extension with high perceived cultural fit and low perceived product fit; coffee is a kind of brand extension with low perceived culture fit and low perceived product fit. From the perspective of consumer involvement, questionnaires of high involvement and low involvement are designed. Through the large sample survey, by means of structural equation model the model of the China time-honored brands'extension on brand imaged is tested. The main conclusions are as follows:
Firstly, the dilution effect of China time-honored brands'extension on brand image depends on the degree of consumer involvement. The dilution effect occurs when the degree of consumer involvement is high. When the degree of consumer involvement is low, some brand extensions (for example, Quanjude moon cake and Bian yi moon cake) can not dilute brand image, but also improve the brand image.
Secondly, the study verifies the existence of the factor of perceived cultural fit between the extension and the parent brand in the process of China time-honored brands'extension. In the process of brand extension, perceived cultural fit between the extension and the parent brand has positive effect on consumer's brand extension attitude regardless of the degree of consumer involvement, namely, the higher the perceived cultural fit, the more positive consumer's brand extension attitude.
Thirdly, the study shows that the dimensions of China time-honored brands' image are unique. In addition to the dimensions of functional image, affective image and prestige image, there is a dimension of inheritance image. Inheritance image, including the inheritance of culture, technology and spiritual, is rooted in the unique attributes of China time-honored brand. On the basis of empirical research, measurement scale of China time-honored brands' image is developed. The scale has good reliability and validity, so it can be used as measuring tool of China time-honored brands'image.
Fourthly, different from scholars' research results, the effect of China time-honored brands'perceived quality on consumer's brand extension attitude has not been verified in this study. The reason is that China time-honored brands are brands of high quality and they are symbol of quality, therefore, consumers pay close attention to the factors such as perceived fit etc.The effect of perceived quality is without consideration.
Fifthly, the study confirms that in the process of China time-honored brands' extension, the degree of consumer involvement and consumer innovativeness play moderating effect to the perceived fit's effect on extension attitude. The effect of perceived fit on extension attitude depends on the degree of consumer involvement. The effect of perceived fit between the extension and the parent brand on extension attitude is stronger/weaker when the degree of consumer involvement is high/low. The effect of perceived fit between the extension and the parent brand on extension attitude is weaker/stronger when consumer innovativeness is high/low.
Sixthly, the study finds out that in the process of China time-honored brands' extension, the effect of brand familiarity on consumer's brand extension attitude depends on the degree of consumer involvement. Brand familiarity can significantly and positively influence on consumer's brand extension attitude when the degree of consumer involvement is Low. There is no significant effect, when the degree of consumer involvement is high.
The innovation points and academic contributions of this study are as follows:
Firstly, through literature analysis, it is found that there is no empirical study on the effect of China time-honored brands' extension on brand image. Therefore, China time-honored brand is taken as the research object of this study and the concept of "cultural fit" is introduced to the study. The theory model of the effect of China time-honored brands' extension on brand image is established, which can enrich brand management theory.
Secondly, there has not been a relatively complete concept about the description of the brand image and the structure about brand image has not been translated into a single uniform system. Considering the characteristics of China time-honored brand, this paper constructs the evaluation system and develops measurement scale of China time-honored brand image through empirical study. The study supplies effective measuring tool for academic research.
Thirdly, the variable of "consumer involvement" is introduced to the model of the effect of China time-honored brands' extension on brand image. Through empirical research, the paper confirms that in the process of China time-honored brands'extension, consumer involvement plays very important moderating effect. The effect of China time-honored brands'extension on brand image depends on the degree of consumer involvement.
本研究选择具有中国文化特征的老字号品牌为研究对象,在文献分析的基础上,结合中国文化特征,构建了老字号品牌延伸对品牌形象影响的理论模型。通过预测试,选择“全聚德”和“便宜坊”两个餐饮老字号品牌作为研究的母品牌。为了检验感知契合度在品牌延伸对品牌形象影响过程中的作用,采用情景模拟法,模拟推出四种与母品牌之间的感知契合度不同的虚拟延伸产品,分别是代表高文化契合高产品契合延伸的月饼、代表低文化契合高产品契合延伸的汉堡、代表高文化契合低产品契合延伸的茶叶和代表低文化契合低产品契合延伸的咖啡。考虑到消费者在进行品牌延伸评价的过程中卷入度水平的差异性,设计了高消费者卷入度和低消费者卷入度两种不同消费者卷入度水平的品牌延伸情境。共设计了16个版本的调研问卷,对老字号品牌延伸对品牌形象影响机制进行调研。通过大样本调研数据,借助结构方程模型对老字号品牌延伸对品牌形象影响模型进行了检验,得出的主要结论如下：
第一,研究表明,老字号品牌延伸是否会对品牌形象产生稀释效应取决于消费者的卷入度水平。高消费者卷入度水平下,品牌延伸会对老字号品牌形象产生稀释效应；低消费者卷入度水平下,感知契合度良好的品牌延伸(比如：全聚德月饼和便宜坊月饼)不但不会对老字号品牌形象产生稀释效应,反而会提升老字号的品牌形象。
第二,本研究证实了老字号品牌延伸过程中,延伸产品与母品牌之间的文化契合度因素起到非常重要的作用。无论消费者卷入度水平如何,文化契合度都会对消费者的品牌延伸态度起到正向作用,即品牌延伸过程中,延伸产品与母品牌之间的文化契合度越高,消费者的品牌延伸态度越积极。因此,老字号品牌延伸过程中要充分考虑延伸产品与母品牌之间的文化契合度。
第三,研究发现,老字号品牌的品牌形象的结构维度具有独特性,除了包含功能性形象、情感性形象和声望性形象三个维度之外,还包含传承性形象维度。传承性形象是老字号品牌形象的独特属性,包括文化的传承性、技术的传承性以及精神的传承性。在实证研究的基础上,开发了具有中国文化背景的老字号品牌形象测量量表,经验证测量量表具有较好的信度、效度,可用作老字号品牌形象测量的测量工具。
第四,与国外学者们的研究结果不同,老字号品牌的品牌感知质量对消费者的品牌延伸态度的影响,在本研究中未得到验证。究其原因,可能是因为对于消费者来说,老字号品牌本身就代表高质量,是一种品质的象征,因此品牌延伸评价过程中,消费者更多地考虑延伸产品与母品牌之间的感知契合度以及对母品牌的熟悉程度等问题,而不考虑母品牌的感知质量的问题。因此,老字号品牌所具有的高质量成为其进行品牌延伸的最有利的因素,为品牌延伸成功提供了很好的保障。
第五,研究证实老字号品牌延伸过程中,消费者卷入度水平以及消费者创新性水平都对感知契合度与消费者的品牌延伸态度之间的关系起到调节作用。相对于低消费者卷入度水平来说,在高消费者卷入度水平下,感知契合度对消费者的品牌延伸态度具有更显著的正向影响；对于创新性水平高的消费者,感知契合度对老字号品牌延伸态度的影响程度比较小,对于创新性水平低的消费者,感知契合度对老字号品牌延伸态度的影响程度比较大。
第六,老字号品牌延伸过程中,品牌熟悉度对品牌延伸态度的影响取决于消费者卷入度水平。高消费者卷入度水平下,品牌熟悉度对品牌延伸态度的影响不显著；低消费者卷入度水平下,品牌熟悉度对品牌延伸态度具有显著的正向影响。因此,要通过营销活动提升消费者对老字号品牌的熟悉程度,从而提升消费者的品牌延伸态度。
本研究的主要创新点及学术贡献在于：
第一,本研究以具有中国文化特色的老字号品牌为研究对象,针对老字号品牌所具有的独特文化属性,将“文化契合度”这一变量引入到品牌延伸对品牌形象的影响研究中,构建了老字号品牌延伸对品牌形象影响的理论模型,丰富了品牌管理理论。
第二,结合老字号品牌的特征,通过实证研究,构建了老字号品牌形象测评体系,开发了中国文化背景下的老字号品牌形象测量量表,为相关学者的研究提供了有效的测量工具。
第三,考虑到消费者在进行品牌延伸评价过程中的卷入度水平的差异性,将“消费者卷入度”这个变量引入到品牌延伸对品牌形象影响模型中,通过实证研究,证实了在老字号品牌延伸评价过程中,品牌延伸对品牌形象的影响作用取决于消费者卷入度水平的高低,为老字号品牌延伸实践提供理论依据。
China time-honored brands, which are valuable wealth of the Chinese nation, are market leaders in the past and occupy an important position in the market. But as time past, market environment takes earth-shaking changes. The growing competition among brands affects China time-honored brand severely. Owing to the lack of core competitiveness, a lot of China time-honored brands decline and the market share fall rapidly. Some brands even die out. In order to get rid of the serious crisis and activate China time-honored brands, many enterprises adopt the method of brand extension to launch new products. However, introduction of new products by brand extension can add new elements to the brand, which can affect the original brand image. Scholars haven't reached an agreement on the research conclusions of brand extension's effect on brand image. Some scholars think that brand extension will strengthen the brand image when the degree of perceived fit between the extension and the parent brand is high; some scholars think that brand extension has a negative impact on brand image, no matter whether the perceived fit between the extension and the parent brand is high or low; some scholars believe that the brand extension does not affect the brand image.
On the basis of literature analysis, this paper studies China time-honored brands and constructs the model of the China time-honored brands'extension on brand image. Through a series of pre-test, the Quanjude and Bian yi fang are chosen as parent brands. Four different virtual extension products are selected, which are moon cake, hamburger, tea and coffee. For the two time-honored brands, moon cake is a kind of brand extension with high perceived cultural fit and high perceived product fit; hamburger is a kind of brand extension with low perceived culture fit and high perceived product fit; tea is a kind of brand extension with high perceived cultural fit and low perceived product fit; coffee is a kind of brand extension with low perceived culture fit and low perceived product fit. From the perspective of consumer involvement, questionnaires of high involvement and low involvement are designed. Through the large sample survey, by means of structural equation model the model of the China time-honored brands'extension on brand imaged is tested. The main conclusions are as follows:
Firstly, the dilution effect of China time-honored brands'extension on brand image depends on the degree of consumer involvement. The dilution effect occurs when the degree of consumer involvement is high. When the degree of consumer involvement is low, some brand extensions (for example, Quanjude moon cake and Bian yi moon cake) can not dilute brand image, but also improve the brand image.
Secondly, the study verifies the existence of the factor of perceived cultural fit between the extension and the parent brand in the process of China time-honored brands'extension. In the process of brand extension, perceived cultural fit between the extension and the parent brand has positive effect on consumer's brand extension attitude regardless of the degree of consumer involvement, namely, the higher the perceived cultural fit, the more positive consumer's brand extension attitude.
Thirdly, the study shows that the dimensions of China time-honored brands' image are unique. In addition to the dimensions of functional image, affective image and prestige image, there is a dimension of inheritance image. Inheritance image, including the inheritance of culture, technology and spiritual, is rooted in the unique attributes of China time-honored brand. On the basis of empirical research, measurement scale of China time-honored brands' image is developed. The scale has good reliability and validity, so it can be used as measuring tool of China time-honored brands'image.
Fourthly, different from scholars' research results, the effect of China time-honored brands'perceived quality on consumer's brand extension attitude has not been verified in this study. The reason is that China time-honored brands are brands of high quality and they are symbol of quality, therefore, consumers pay close attention to the factors such as perceived fit etc.The effect of perceived quality is without consideration.
Fifthly, the study confirms that in the process of China time-honored brands' extension, the degree of consumer involvement and consumer innovativeness play moderating effect to the perceived fit's effect on extension attitude. The effect of perceived fit on extension attitude depends on the degree of consumer involvement. The effect of perceived fit between the extension and the parent brand on extension attitude is stronger/weaker when the degree of consumer involvement is high/low. The effect of perceived fit between the extension and the parent brand on extension attitude is weaker/stronger when consumer innovativeness is high/low.
Sixthly, the study finds out that in the process of China time-honored brands' extension, the effect of brand familiarity on consumer's brand extension attitude depends on the degree of consumer involvement. Brand familiarity can significantly and positively influence on consumer's brand extension attitude when the degree of consumer involvement is Low. There is no significant effect, when the degree of consumer involvement is high.
The innovation points and academic contributions of this study are as follows:
Firstly, through literature analysis, it is found that there is no empirical study on the effect of China time-honored brands' extension on brand image. Therefore, China time-honored brand is taken as the research object of this study and the concept of "cultural fit" is introduced to the study. The theory model of the effect of China time-honored brands' extension on brand image is established, which can enrich brand management theory.
Secondly, there has not been a relatively complete concept about the description of the brand image and the structure about brand image has not been translated into a single uniform system. Considering the characteristics of China time-honored brand, this paper constructs the evaluation system and develops measurement scale of China time-honored brand image through empirical study. The study supplies effective measuring tool for academic research.
Thirdly, the variable of "consumer involvement" is introduced to the model of the effect of China time-honored brands' extension on brand image. Through empirical research, the paper confirms that in the process of China time-honored brands'extension, consumer involvement plays very important moderating effect. The effect of China time-honored brands'extension on brand image depends on the degree of consumer involvement.
引文
[1]吴水龙,卢泰宏,苏雯.“老字号”品牌命名研究——基于商务部首批老字号名单的分析[J].管理学报.2010(12)：1799-1804.
[2]许衍凤,赵晓康.“老字号”品牌竞争力评价及提升对策研究[J].价格理论与实践.2013(05)：85-86.
[3]王本昌,刘宝成,徐邻炜.话说北京老字号……“六必居”和“天源”的今昔[J].北京蔬菜.1985(01)：25.
[4]何佳讯.品牌个性认知对品牌延伸评价影响的再研究——兼论上海冠生园的品牌延伸新策略[J].华东师范大学学报(哲学社会科学版).2011(02)：74-83.
[5]徐伟,王新新,薛海波.老字号品牌个性、认同与忠诚——个性量表开发与评价[J].财经论丛.2013(04)：95-100.
[6]柴永敏,张祖健,王恩生,等.品牌沙龙：老字号品牌复兴之路[J].中国广告.2010(02)：82-86.
[7]Sharp B M. Managing brand extension[J]. Journal of Consumer Marketing.1993,10(3):11-17.
[8]龚桂英.北京餐饮业老字号的现状与发展对策[J].中国食品.2004(02)：18-21.
[9]李相五.中国餐饮业老字号的民族文化研究[D].中央民族大学,2006.
[10]M T E. Brand Franchise Extension.New product Benefit from Existing Brand Name[J]. Business Horizon.1981,24(March/April).
[11]Boush D M, Loken B. A process-tracing study of brand extension evaluation[J]. Journal of marketing research.1991,28(1):16-28.
[12]John D R, Loken B, Joiner C. The negative impact of extensions: can flagship products be diluted?[J]. The Journal of Marketing.1998,62(1):19-32.
[13]Aaker D A, Keller K L. Consumer evaluations of brand extensions[J]. The Journal of Marketing. 1990,54(1):27-41.
[14]Keller K L, Aaker D A. The effects of sequential introduction of brand extensions[J]. Journal of marketing research.1992,29(1):35-50.
[15]Lahiri I, Gupta A. Brand extensions in consumer non-durables, durables and services:a comparative study[J]. South Asian Journal of Management.2005,12(4):25-37.
[16]Van R A, Ouwersloot H. Extending electronic portals with new services: exploring the usefulness of brand extension models[J]. Journal of retailing and consumer services.2005,12(4): 245-254.
[17]Echambadi R, Arroniz I, Reinartz W, et al. Empirical generalizations from brand extension research: how sure are we?[J]. International Journal of Research in Marketing.2006,23(3):253-261.
[18]韦福祥.品牌延伸福耶祸耶[J].企业研究.1994(11)：15-16.
[19]卢泰宏,谢飙.品牌延伸的评估模型[J].中山大学学报(社会科学版).1997(06)：9-14.
[20]符国群,丁嘉莉.消费者对品牌延伸的评价：拥有者效应[J].管理学报.2008(04)：528-536.
[21]薛可,余明阳.品牌延伸：资产价值转移与理论模型创建[J].南开管理评论.2003(03)：54-60.
[22]刘勇,刘凤军.品牌延伸的AHP综合评价模型及实证分析[J].兰州学刊.2006(06)：130-133.
[23]王小毅,马庆国.基于神经营销学的品牌延伸评估探索：对A&K模型的修正[J].管理世界.2009(11)：115-121.
[24]何佳讯.老字号品牌个性认知对品牌延伸评价的影响及管理含义[C].中国上海：2009.
[25]陶骏,李善文.“中华老字号”品牌复兴：品牌延伸及反馈[J].经济管理.2012(02)：97-106.
[26]Kotler P. Administracao de marketing: analise, planejamento, implementacao e controle; Marketing administration:analysis, planning, implementation and control[M]. Atlas,1994.
[27]Sheinin D A, Schmitt B H. Extending brands with new product concepts:the role of category attribute congruity, brand affect, and brand breadth[J]. Journal of Business Research.1994,31(1):1-10.
[28]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报(社会科学版).2000(04)：17-22.
[29]周志民.试论品牌延伸的边界[J].商业经济与管理.2001(07)：13-17.
[30]刘耘.品牌延伸策略及其应用[J].商业研究.2002(11)：101-103.
[31]符国群.品牌延伸研究：回顾与展望[J].中国软科学.2003(01)：75-81.
[32]苏勇,陈小平.品牌通鉴[M].上海人民出版社,2003.
[33]郑春东.企业品牌延伸策略研究[D].天津大学,2005.
[34]Park C W, Milberg S, Lawson R. Evaluation of brand extensions:the role of product feature similarity and brand concept consistency[J]. Journal of consumer research.1991,18(2):185-193.
[35]Romeo J B. The effect of negative information on the evaluations of brand extensions and the family brand[J]. Advances in consumer research.1991,18(1):399-406.
[36]Loken B, John D R. Diluting brand beliefs:when do brand extensions have a negative impact?[J]. The Journal of Marketing.1993,57(3):71-84.
[37]Tauber E M. Brand leverage:strategy for growth in a cost-control world[J]. Journal of Advertising Research.1988,28(4):26-30.
[38]何炜.基于结构方程模型的品牌延伸评价及实证研究[J].系统工程.2009,27(8)：95-100.
[39]叶秀荣.品牌延伸对品牌信任影响的实证研究[D].西南交通大学,2009.
[40]Zimmer M R, Bhat S. The reciprocal effects of extension quality and fit on parent brand attitude[J]. Journal of Product & Brand Management.2004,13(1):37-46.
[41]Lei J, Dawar N, Lemmink J. Negative spillover in brand portfolios:exploring the antecedents of asymmetric effects[J]. Journal of Marketing.2008,72(3):111-123.
[42]Grime J P, Mackey J M. The role of plasticity in resource capture by plants[J]. Evolutionary Ecology.2002,16(3):299-307.
[43]许衍凤,赵晓康.基于内容分析法的品牌延伸中外文献对比[J].山东工商学院学报.2013,27(3)：84-89.
[44]G C Z, Maheswaran D. The effects of extensions on brand name dilution and enhancement[J]. Journal of Marketing Research.1998,35(4):464-473.
[45]Ahluwalia R, G C Z. The effects of extensions on the family brand name:an accessibility-diagnosticity perspective[J]. Journal of Consumer Research.2000,27(3):371-381.
[46]Broniarczyk S M, Alba J W. The importance of the brand in brand extension[J]. Journal of marketing research.1994,31(2):214-228.
[47]Bhat S, Reddy S K. The impact of parent brand attribute associations and affect on brand extension evaluation[J]. Journal of Business Research.2001,53(3):111-122.
[48]Bridges S, Keller K L, Sood S. Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links[J]. Journal of Advertising.2000,29(4):1-11.
[49]Keller K L. Strategic brand management: Building, measuring, and managing brand equity[Z]. Upper Saddle River, NJ:Prentice-Hall,2003.
[50]Lau K C, Phau I. Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution[J]. Psychology & Marketing.2007,24(5): 421-444.
[51]Grime I, Diamantopoulos A, Smith G. Consumer evaluations of extensions and their effects on the core brand:Key issues and research propositions[J]. European journal of marketing.2002, 36(11/12):1415-1438.
[52]周露阳.老字号的文化属性如何影响其延伸评价?[D].浙江工商大学,2011.
[53]Hovland C I, Janis I L. Personality and persuasibility.[J].1959.
[54]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界.2012(006)：147-162.
[55]Boush D M. Affect generalization to similar and dissimilar brand extensions[Z].1987:225-237.
[56]Sunde L, Brodie R J. Consumer evaluations of brand extensions: further empirical results[J]. International Journal of Research in Marketing.1993,10(1):47-53.
[57]Smith D C, Park C W. The effects of brand extensions on market share and advertising efficiency[J]. Journal of Marketing Research.1992,29(3):296-313.
[58]Bottomley P A, Holden S J. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies[J]. Journal of Marketing Research.2001,38(4):494-500.
[59]Volckner F, Sattler H. Drivers of brand extension success[J]. Journal of Marketing.2006,70(2): 18-34.
[60]Dacin P A, Smith D C. The effect of brand portfolio characteristics on consumer evaluations of brand extensions[J]. Journal of Marketing Research.1994,31(2):229-242.
[61]Klink R R, Smith D C. Threats to the external validity of brand extension research[J]. Journal of Marketing Research.2001,38(3):326-335.
[62]Swaminathan V, Fox R J, Reddy S K. The impact of brand extension introduction on choice[J]. The Journal of Marketing.2001,65(4):1-15.
[63]Martinez E, Polo Y, De C L. Effect of brand extension strategies on brand image:A comparative study of the UK and Spanish markets[J]. International Marketing Review.2008,25(1):107-137.
[64]Iversen N M, Hem L E. Reciprocal transfer effects for brand extensions of global or local origin: evidence from Norway[J]. International Marketing Review.2011,28(4):365-411.
[65]Delvecchio D. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability[J]. Journal of Product & Brand Management.2000,9(7):457-471.
[66]Roux E. Consumer Evaluation of Luxury Brand Extensions[Z]. Paris:ESSEC,1995.
[67]Swaminathan J M, Tayur S R. Models for supply chains in e-business[J]. Management Science. 2003,49(10):1387-1406.
[68]雷莉,王詠,丁夏齐,等.低卷入情境中品牌远延伸的成功机制[J].心理学报.2005(03)：390-396.
[69]Dowling G R, Staelin R. A model of perceived risk and intended risk-handling activity[J]. Journal of consumer research.1994,21(1):119-134.
[70]Hem L E, de Chernatony L, Iversen N M. Factors influencing successful brand extensions[J]. Journal of Marketing Management.2003,19(7-8):781-806.
[71]Barone M J, Miniard P W, Romeo J B. The influence of positive mood on brand extension evaluations[J]. Journal of consumer Research.2000,26(4):386-400.
[72]Barone M J, Miniard P W. Mood and brand extension judgments:Asymmetric effects for desirable versus undesirable brands[J]. Journal of Consumer Psychology.2002,12(4):283-290.
[73]Barone M J. The interactive effects of mood and involvement on brand extension evaluations[J]. Journal of Consumer Psychology.2005,15(3):263-270.
[74]原永丹.品牌延伸有效性的影响因素及其作用机理研究[D].大连理工大学,2010.
[75]Erdem T. An empirical analysis of umbrella branding[J]. Journal of Marketing Research.1998, 35(3):339-351.
[76]Kim B, Sullivan M W. The effect of parent brand experience on line extension trial and repeat purchase[J]. Marketing Letters.1998,9(2):181-193.
[77]Park J, Kim K. Role of consumer relationships with a brand in brand extensions: some exploratory findings[J]. Advances in Consumer Research.2001,28:179-185.
[78]Hem L E, Iversen N M. Transfer of brand equity in brand extensions: the importance of brand loyalty[J]. Advances in Consumer Research.2003,30:72-79.
[79]Kirmani A, Sood S, Bridges S. The Ownership Effect in Consumer Responses to Brand Line Stretches[J]. Journal of Marketing.1999,63(1):88-101.
[80]Monga A B, John D R. Cultural differences in brand extension evaluation:The influence of analytic versus holistic thinking[J]. The Journal of Consumer Research.2007,33(3):529-536.
[81]李晓力.不同自我监控度下制造国与契合度对品牌延伸影响的研究[D].西南交通大学,2007.
[82]Tom M, Goldsmith K, Dhar R. How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality[J]. Journal of Marketing Research.2012,49(2):206-217.
[83]Lane V R. The impact of ad repetition and ad content on consumer perceptions of incongruent extensions[J]. The Journal of Marketing.2000,64(2):80-91.
[84]Taylor V A, Bearden W O. Ad spending on brand extensions:Does similarity matter?[J]. The Journal of Brand Management.2003,11(1):63-74.
[85]Dens N, De Pelsmacker P. Attitudes toward the extension and parent brand in response to extension advertising[J]. Journal of Business Research.2010,63(11):1237-1244.
[86]Nan X L. Affective cues and brand-extension evaluation:exploring the influence of attitude toward the parent brand and attitude toward the extension [Z]. Psychol Market: 2006,23:597-616.
[87]Meyvis T, Goldsmith K, Dhar R. The Importance of the Context in Brand Extension:How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality[J]. Journal of Marketing Research.2012,49(2):206-217.
[88]Reddy S K, Holak S L, Bhat S. To extend or not to extend:Success determinants of line extensions[J]. Journal of marketing research.1994,31(2):243-262.
[89]Nijssen E J. Success factors of line extensions of fast-moving consumer goods[J]. European Journal of Marketing.1999,33(5/6):450-474.
[90]Aaker D A. Managing brand equity[Z]. New York, NY: The Free Press:1991.
[91]John D R, Loken B, Kim K, et al. Brand concept maps:a methodology for identifying brand association networks[J]. Journal of Marketing Research.2006,43(4):549-563.
[92]黄胜兵,卢泰宏.品牌的阴阳二重性——品牌形象的市场研究方法[J].南开管理评论.2000(02)：27-30.
[93]Levy S J. Symbols for Sales[Z]. Harvard Business Review:1959:37,117-124.
[94]Cova B. What postmodernism means to marketing managers[J]. European Management Journal. 1996,14(5):494-499.
[95]Wattanasuwan K. The self and symbolic consumption[J]. Journal of American Academy of Business.2005,6(1):179-184.
[96]Mccracken G. Culture and consumption:a theoretical account of the structure and movement of the cultural meaning of consumer goods[J]. Journal of consumer research.1986,13(1):71-84.
[97]Arnould E J, Thompson C J. Consumer culture theory (CCT): Twenty years of research[J]. Journal of consumer research.2005,31(4):868-882.
[98]Firat A F, Venkatesh A. Liberatory postmodernism and the reenchantment of consumption [J]. Journal of consumer research.1995,22(3):239-267.
[99]Meenaghan T. The role of advertising in brand image development[J]. Journal of Product & Brand Management.1995,4(4):23-34.
[100]Litvin S W. Individualism/collectivism as a moderating factor to the self-image congruity concept[Z]. Journal of Vacation Marketing:2003:23-32.
[101]Jamal A, Goode M M. Consumers and brands:a study of the impact of self-image congruence on brand preference and satisfaction[J]. Marketing Intelligence & Planning.2001,19(7):482-492.
[102]Belk R. Possessions and Self[M]. Wiley Online Library,1988.
[103]Schau H J, Gilly M C. We are what we post? Self - presentation in personal web space[J]. Journal of consumer research.2003,30(3):385-404.
[104]Aaker J L. Dimensions of brand personality[J]. Journal of Marketing research.1997,34(3): 347-356.
[105]Biel A L. Converting image into equity[J]. Brand equity and advertising.1993:67-82.
[106]Keller K L. Conceptualizing, measuring, and managing customer-based brand equity[J]. The Journal of Marketing.1993,57(1):1-22.
[107]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版).2001(04)：19-22.
[108]Plummer F A, Hammond G W, Forward K, et al. An Erythema Infectiosum—like Illness Caused by Human Parvovirus Infection[J]. New England Journal of Medicine.1985,313(2):74-79.
[109]Park C W, Jaworski B J, Maclnnis D J. Strategic brand concept-image management[J]. The Journal of Marketing.1986,50(4):135-145.
[110]Biel A L. Oxygen-regulated steps in the Rhodobacter capsulatus tetrapyrrole biosynthetic pathway.[J]. Journal of bacteriology.1992,174(16):5272-5274.
[111]Aaker J L, Lee A Y. "I" seek pleasures and "we" avoid pains: The role of self - regulatory goals in information processing and persuasion[J]. Journal of Consumer Research.2001,28(1):33-49.
[112]Aaker D A. Measuring brand equity across products and markets[J]. California management review.1996,38(3):103.
[113]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报(哲学社会科学版).2002(3)：65-71.
[114]Boivin Y. A free response approach to the measurement of brand perceptions[J]. International Journal of Research in Marketing.1986,3(1):11-17.
[115]Hsieh C S, Liang Y, Tyznik A J, et al. Recognition of the Peripheral Self by Naturally Arising CD25< sup>+ CD4< sup>+ T Cell Receptors[J]. Immunity.2004,21(2):267-277.
[116]Tsai C C. Preferences toward Internet-based learning environments: High school students' perspectives for science learning[J]. Educational Technology & Society.2005,8(2):203-213.
[117]Zaltman G, Coulter R H. Seeing the voice of the customer: Metaphor-based advertising research[J]. Journal of advertising research.1995,35(4):35-51.
[118]Jap S D. An examination of the effects of multiple brand extensions on the brand concept[J]. Advances in consumer research.1993,20(1):607-611.
[119]Martinez Salinas E, Pina Perez J M. Modeling the brand extensions' influence on brand image[J]. Journal of Business Research.2009,62(1):50-60.
[120]李颢.基于顾客价值及社会情境视角的品牌延伸研究[D].清华大学,2009.
[121]Ries A, Trout J. Marketing war far e[J]. Journal of Consumer Marketing.1986,3(4):77-82.
[122]Milberg P, Tyrberg T. Na?ve birds and noble savages - a review of man-caused prehistoric extinctions of island birds[J]. Ecography.1993,16(3):229-250.
[123]Kim C K, Lavack A M, Smith M. Consumer evaluation of vertical brand extensions and core brands[J]. Journal of Business Research.2001,52(3):211-222.
[124]Martinez E, Pina J M. The negative impact of brand extensions on parent brand image[J]. Journal of Product & Brand Management.2003,12(7):432-448.
[125]Keller K L, Sood S. Brand equity dilution[J]. MIT Sloan Management Review.2003,45(1): 12-15.
[126]Martinez E, De Chernatony L. The effect of brand extension strategies upon brand image[J].
Journal of consumer marketing.2004,21(1):39-50.
[127]Volckner F, Sattler H, Kaufmann G. Image feedback effects of brand extensions: evidence from a longitudinal field study[J]. Marketing Letters.2008,19(2):109-124.
[128]周明,易怡.品牌延伸对品牌权益影响之实证研究[J].南开管理评论.2004(05)：44-49.
[129]Diamantopoulos A, Smith G, Grime I. The impact of brand extensions on brand personality: experimental evidence[J]. European Journal of Marketing.2005,39(1-2):1-2.
[130]Thorbjornsen H. Brand extensions:brand concept congruency and feedback effects revisited[J]. Journal of Product & Brand Management.2005,14(4):250-257.
[131]Sood S, Keller K L. The effects of brand name structure on brand extension evaluations and parent brand dilution[J]. Journal of Marketing Research.2012,49(3):373-382.
[132]周懿瑾.品牌关系维度、自我构念对品牌延伸反馈效应的影响[J].中国地质大学学报(社会科学版).2013(04)：117-123.
[133]Cohen J B, Basu K. Alternative models of categorization:toward a contingent processing framework[J]. Journal of Consumer Research.1987,13(4):455-472.
[134]Mihailovic P, de Chernatony L. Brand bonding [J]. Marketing Business.1994(1):31-34.
[135]Milberg P, Lamont B B. Seed/cotyledon size and nutrient content play a major role in early performance of species on nutrient-poor soils[J]. New Phytologist.1997,137(4):665-672.
[136]Aaker D A, Joachimsthaler E. The brand relationship spectrum[J]. California Management Review.2000,42(4):8-23.
[137]Desai K K, Keller K L. The effects of ingredient branding strategies on host brand extendibility[J]. The Journal of Marketing.2002,66(1):73-93.
[138]Pitta D A, Katsanis L P. Understanding brand equity for successful brand extension[J]. Journal of consumer marketing.1995,12(4):51-64.
[139]Desai K K, Hoyer W D. Line extensions:a categorization and an information processing perspective[J]. Advances in Consumer Research.1993,20(1):599-606.
[140]Park C W, Mccarthy M S, Milberg S J. The effects of direct and associative brand extension strategies on consumer response to brand extensions[J]. Advances in Consumer Research.1993,20(1): 28-33.
[141]Low G S, Lamb Jr C W. The measurement and dimensionality of brand associations[J]. Journal of Product & Brand Management.2000,9(6):350-370.
[142]Faircloth J B, Capella L M, Alford B L. The effect of brand attitude and brand image on brand equity[J]. Journal of Marketing Theory and Practice.2001,9(3):61-75.
[143]Kazoleas D, Kim Y, Moffitt M A. Institutional image: a case study[J]. Corporate Communications: An International Journal.2001,6(4):205-216.
[144]Villarejo A. La Medicion del Valor de Marca en el Ambito de la Gestion de Marketing[J]. CEADE, Sevilla.2002.
[145]Korchia M. The effects of brand associations on three constructs[C].2004.
[146]Alba J W, Hutchinson J W. Dimensions of consumer expertise[J]. Journal of consumer research. 1987,13(4):411-454.
[147]Bird M, Ehrenberg A S. Consumer attitudes and brand usage[J]. Journal of the Market Research Society.1970,12(4):233-247.
[148]Hoek J, Dunnett J, Wright M, et al. Descriptive and evaluative attributes: what relevance to marketers? [J]. Journal of Product & Brand Management.2000,9(6):415-435.
[149]Hoyer W D, Brown S P. Effects of brand awareness on choice for a common, repeat-purchase product[J]. Journal of consumer research.1990,17(2):141-148.
[150]Gronhaug K, Hem L, Lines R. Exploring the impact of product category risk and consumer knowledge in brand extensions[J]. The Journal of Brand Management.2002,9(6):463-476.
[151]Del Rio A B, Vazquez R, Iglesias V. The effects of brand associations on consumer response [J]. Journal of consumer marketing.2001,18(5):410-425.
[152]Van Riel A C, Liljander V, Jurriens P. Exploring consumer evaluations of e-services:a portal site[J]. International Journal of Service Industry Management.2001,12(4):359-377.
[153]Brown T J, Dacin P A. The company and the product:corporate associations and consumer product responses[J]. The Journal of Marketing.1997,61(1):68-84.
[154]Madrigal R. The role of corporate associations in new product evaluation [J]. Advances in Consumer Research.2000,27:80-86.
[155]De Ruyter K, Wetzels M. Customer equity considerations in service recovery: a cross-industry perspective[J]. International Journal of Service Industry Management.2000,11(1):91-108.
[156]Carter R E, Curry D J. Perceptions versus performance when managing extensions:new evidence about the role of fit between a parent brand and an extension [J]. Journal of the Academy of Marketing Science.2013,41(2):253-269.
[157]Rangaswamy A, Burke R R, Oliva T A. Brand equity and the extendibility of brand names[J]. International Journal of Research in marketing.1993,10(1):61-75.
[158]Ivan M, Haberberger T, Gervasi D C, et al. Biochemical purification and pharmacological inhibition of a mammalian prolyl hydroxylase acting on hypoxia-inducible factor[J]. Proceedings of the National Academy of Sciences.2002,99(21):13459-13464.
[159]Chakravarti D, Macinnis D J, Nakamoto K. Product category perceptions, elaborative processing and brand name extension strategies[J]. Advances in consumer research.1990,17(1):910-916.
[160]Smith D C, Andrews J. Rethinking the effect of perceived fit on customers'evaluations of new products[J]. Journal of the Academy of Marketing Science.1995,23(1):4-14.
[161]Goldsmith A R. Prolactin in avian reproductive cycles[M]. Hormones and behaviour in higher vertebrates, Springer,1983:375-387.
[162]Steenkamp J E, Baumgartner H. The role of optimum stimulation level in exploratory consumer behavior[J]. Journal of Consumer Research.1992,19(3):434-448.
[163]Wood S L, Swait J. Psychological indicators of innovation adoption: cross-classification based on need for cognition and need for change[J]. Journal of Consumer Psychology.2002,12(1):1-13.
[164]Czellar S. Consumer attitude toward brand extensions: an integrative model and research propositions[J]. International Journal of Research in Marketing.2003,20(1):97-115.
[165]Yorkston E A, Nunes J C, Matta S. The malleable brand:The role of implicit theories in evaluating brand extensions[J]. Journal of Marketing.2010,74(1):80-93.
[166]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of consumer research. 1985,12(12):341-352.
[167]Haugtvedt C P, Petty R E, Cacioppo J T. Need for cognition and advertising: Understanding the role of personality variables in consumer behavior[J]. Journal of Consumer Psychology.1992,1(3): 239-260.
[168]Sherif C W, Sherif M, Nebergall R E. Attitude and attitude change: The social judgment-involvement approach[M]. Saunders Philadelphia,1965.
[169]Maheswaran M, Siegel H J. A dynamic matching and scheduling algorithm for heterogeneous computing systems[C]. IEEE,1998.
[170]危华,宋晓兵,原永丹.浙江理工大学学报.2013,30(5)：796-800.
[171]Davis S, Halligan C. Extending your brand by optimizing your customer relationship[J]. Journal of Consumer Marketing.2002,19(1):7-11.
[172]Bristol T. Potential points of brand leverage:consumers'emergent attributes[J]. Journal of Product & Brand Management.2002,11(4):198-212.
[173]徐国斌.消费者品牌延伸的态度是如何形成的,一个综合模型[J].经济论坛.2006(8)：101-103.
[174]Lane V, Jacobson R. The reciprocal impact of brand leveraging: feedback effects from brand extension evaluation to brand evalution[J]. Marketing Letters.1997,8(3):261-271.
[175]Sullivan D A, Hann L E, Yee L, et al. Age - and gender - related influence on the lacrimal gland and tears[J]. Acta ophthalmologica.1990,68(2):188-194.
[176]Volckner F, Sattler H. Empirical generalizability of consumer evaluations of brand extensions[J]. International Journal of Research in Marketing.2007,24(2):149-162.
[177]Sattler H, Volckner F, Riediger C, et al. The impact of brand extension success drivers on brand extension price premiums[J]. International journal of Research in Marketing.2010,27(4):319-328.
[178]Pina J M, Martinez E, De Chernatony L, et al. The effect of service brand extensions on corporate image: an empirical model[J]. European Journal of Marketing.2006,40(1/2):174-197.
[179]Dawar N, Parker P M, Price L J. A cross-cultural study of interpersonal information exchange[J]. Journal of International Business Studies.1996,27(3):497-516.
[180]Midgley D F, Dowling G R. Innovativeness: the concept and its measurement[J]. Journal of consumer research.1978,4(4):229-242.
[181]Nakamoto K, Macinnis D J, Jung H. Advertising claims and evidence as bases for brand equity and consumer evaluations of brand extensions[J]. Brand Equity and Advertising: Advertising's Role in Building Strong Brands.1993:281-298.
[182]Bottomley P A, Doyle J R. The formation of attitudes towards brand extensions:Testing and generalising Aaker and Keller's model[J]. International Journal of Research in Marketing.1996,13(4): 365-377.
[183]Han J K, Schmitt B H. Product-category dynamics and corporate identity in brand extensions:A comparison of Hong Kong and US consumers[J]. Journal of International Marketing.1997,5(1): 77-92.
[184]Miniard P W, Bhatla S, Lord K R, et al. Picture-based persuasion processes and the moderating role of involvement[J]. Journal of Consumer Research.1991,18(1):92-107.
[185]Maoz E, Tybout A M. The moderating role of involvement and differentiation in the evaluation of brand extensions[J]. Journal of Consumer Psychology.2002,12(2):119-131.
[186]Weiss S. Fluorescence spectroscopy of single biomolecules[J]. Science.1999,283(5408): 1676-1683.
[187]Hsieh T, Lee J, Charng Y, et al. Tomato plants ectopically expressing Arabidopsis CBF1 show enhanced resistance to water deficit stress[J]. Plant Physiology.2002,130(2):618-626.
[188]Kardes F R, Allen C T. Perceived variability and inferences about brand extensions[J]. Advances in Consumer Research.1991,18(1):392-398.
[189]Yeung C W, Wyer Jr R S. Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations[J]. Journal of Marketing Research.2005:495-506.
[190]Nunnally J. Psychometric methods[J]. McGraw-Hill, New York, NY.1978.
[191]卢纹岱,谢立辉,费青松,等.体育教学电子教案用图库方案论证[J].首都体育学院学报.2002(02)：93-95.
[192]刘怀伟.商务市场中顾客关系的持续机制研究[D].浙江大学,2003.
[193]耿先锋.顾客参与测量维度、驱动因素及其对顾客满意的影响机理研究[D].浙江大学,2008.
[194]骆克任,马振东.上海国际迁移变动分析[J].人口研究.2000(05)：51-56.
[195]Bagozzi R P, Yi Y. On the evaluation of structural equation models[J]. Journal of the Academy of Marketing Science.1988,16(1):74-94.
[196]Diamantopoulos A, Siguaw J A. Introducing LISREL:A guide for the uninitiated[M]. SAGE Publications Limited,2000.
[197]Fornell C, Larcker D F. Structural equation models with unobservable variables and measurement error: Algebra and statistics[J]. Journal of marketing research.1981,18(1):382-388.
[198]马庆国.中国管理科学研究面临的儿个关键问题[J].管理世界.2002(08)：105-115.
[199]张文彤,董伟SPSS统计分析高级教程[M].高等教育出版社北京,2004.
[200]朱平芳.现代计量经济学[M].上海财经大学出版社,2004.
[201]古扎拉蒂,Gujarati Damodar N,林少宫.计量经济学[M].中国人民大学出版社,2000.
[202]Aiken L S, West S G. Multiple regression:Testing and interpreting interactions[M]. Sage,1991.
[203]Chin W W, Todd P A. On the use, usefulness, and ease of use of structural equation modeling in MIS research:a note of caution[J]. MIS quarterly.1995,19(2):237-246.
[204]Hair J F, Anderson R E, Tatham R L, et al. Black (1998), Multivariate data analysis[Z]. Upper Saddle River, NJ: Prentice Hall,1998.
[205]Bentler P M, Chou C. Practical issues in structural modeling[J]. Sociological Methods & Research.1987,16(1):78-117.
[206]Browne M W, Cudeck R, Bollen K A, et al. Alternative ways of assessing model fit[J]. Sage Focus Editions.1993,154:136-162.
[207]Brown E M, Gamba G, Riccardi D, et al. Cloning and characterization of an extracellular Ca2+-sensing receptor from bovine parathyroid[J]. Nature.1993,366(6455):575-580.
[208]舒瑜.老字号的技艺传承——以北京“盛锡福”皮帽制作为例[J].西北民族研究.2013(02)：113-123.
[209]张艳.怀旧倾向与参照群体对老龄消费者中华老字号品牌偏好的影响研究[D].吉林大学,2012.
[210]刘国华,苏勇.消费者创新性对品牌延伸距离和延伸类型的影响研究[J].研究与发展管理.2010,22(6)：84-89.
[2]许衍凤,赵晓康.“老字号”品牌竞争力评价及提升对策研究[J].价格理论与实践.2013(05)：85-86.
[3]王本昌,刘宝成,徐邻炜.话说北京老字号……“六必居”和“天源”的今昔[J].北京蔬菜.1985(01)：25.
[4]何佳讯.品牌个性认知对品牌延伸评价影响的再研究——兼论上海冠生园的品牌延伸新策略[J].华东师范大学学报(哲学社会科学版).2011(02)：74-83.
[5]徐伟,王新新,薛海波.老字号品牌个性、认同与忠诚——个性量表开发与评价[J].财经论丛.2013(04)：95-100.
[6]柴永敏,张祖健,王恩生,等.品牌沙龙：老字号品牌复兴之路[J].中国广告.2010(02)：82-86.
[7]Sharp B M. Managing brand extension[J]. Journal of Consumer Marketing.1993,10(3):11-17.
[8]龚桂英.北京餐饮业老字号的现状与发展对策[J].中国食品.2004(02)：18-21.
[9]李相五.中国餐饮业老字号的民族文化研究[D].中央民族大学,2006.
[10]M T E. Brand Franchise Extension.New product Benefit from Existing Brand Name[J]. Business Horizon.1981,24(March/April).
[11]Boush D M, Loken B. A process-tracing study of brand extension evaluation[J]. Journal of marketing research.1991,28(1):16-28.
[12]John D R, Loken B, Joiner C. The negative impact of extensions: can flagship products be diluted?[J]. The Journal of Marketing.1998,62(1):19-32.
[13]Aaker D A, Keller K L. Consumer evaluations of brand extensions[J]. The Journal of Marketing. 1990,54(1):27-41.
[14]Keller K L, Aaker D A. The effects of sequential introduction of brand extensions[J]. Journal of marketing research.1992,29(1):35-50.
[15]Lahiri I, Gupta A. Brand extensions in consumer non-durables, durables and services:a comparative study[J]. South Asian Journal of Management.2005,12(4):25-37.
[16]Van R A, Ouwersloot H. Extending electronic portals with new services: exploring the usefulness of brand extension models[J]. Journal of retailing and consumer services.2005,12(4): 245-254.
[17]Echambadi R, Arroniz I, Reinartz W, et al. Empirical generalizations from brand extension research: how sure are we?[J]. International Journal of Research in Marketing.2006,23(3):253-261.
[18]韦福祥.品牌延伸福耶祸耶[J].企业研究.1994(11)：15-16.
[19]卢泰宏,谢飙.品牌延伸的评估模型[J].中山大学学报(社会科学版).1997(06)：9-14.
[20]符国群,丁嘉莉.消费者对品牌延伸的评价：拥有者效应[J].管理学报.2008(04)：528-536.
[21]薛可,余明阳.品牌延伸：资产价值转移与理论模型创建[J].南开管理评论.2003(03)：54-60.
[22]刘勇,刘凤军.品牌延伸的AHP综合评价模型及实证分析[J].兰州学刊.2006(06)：130-133.
[23]王小毅,马庆国.基于神经营销学的品牌延伸评估探索：对A&K模型的修正[J].管理世界.2009(11)：115-121.
[24]何佳讯.老字号品牌个性认知对品牌延伸评价的影响及管理含义[C].中国上海：2009.
[25]陶骏,李善文.“中华老字号”品牌复兴：品牌延伸及反馈[J].经济管理.2012(02)：97-106.
[26]Kotler P. Administracao de marketing: analise, planejamento, implementacao e controle; Marketing administration:analysis, planning, implementation and control[M]. Atlas,1994.
[27]Sheinin D A, Schmitt B H. Extending brands with new product concepts:the role of category attribute congruity, brand affect, and brand breadth[J]. Journal of Business Research.1994,31(1):1-10.
[28]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报(社会科学版).2000(04)：17-22.
[29]周志民.试论品牌延伸的边界[J].商业经济与管理.2001(07)：13-17.
[30]刘耘.品牌延伸策略及其应用[J].商业研究.2002(11)：101-103.
[31]符国群.品牌延伸研究：回顾与展望[J].中国软科学.2003(01)：75-81.
[32]苏勇,陈小平.品牌通鉴[M].上海人民出版社,2003.
[33]郑春东.企业品牌延伸策略研究[D].天津大学,2005.
[34]Park C W, Milberg S, Lawson R. Evaluation of brand extensions:the role of product feature similarity and brand concept consistency[J]. Journal of consumer research.1991,18(2):185-193.
[35]Romeo J B. The effect of negative information on the evaluations of brand extensions and the family brand[J]. Advances in consumer research.1991,18(1):399-406.
[36]Loken B, John D R. Diluting brand beliefs:when do brand extensions have a negative impact?[J]. The Journal of Marketing.1993,57(3):71-84.
[37]Tauber E M. Brand leverage:strategy for growth in a cost-control world[J]. Journal of Advertising Research.1988,28(4):26-30.
[38]何炜.基于结构方程模型的品牌延伸评价及实证研究[J].系统工程.2009,27(8)：95-100.
[39]叶秀荣.品牌延伸对品牌信任影响的实证研究[D].西南交通大学,2009.
[40]Zimmer M R, Bhat S. The reciprocal effects of extension quality and fit on parent brand attitude[J]. Journal of Product & Brand Management.2004,13(1):37-46.
[41]Lei J, Dawar N, Lemmink J. Negative spillover in brand portfolios:exploring the antecedents of asymmetric effects[J]. Journal of Marketing.2008,72(3):111-123.
[42]Grime J P, Mackey J M. The role of plasticity in resource capture by plants[J]. Evolutionary Ecology.2002,16(3):299-307.
[43]许衍凤,赵晓康.基于内容分析法的品牌延伸中外文献对比[J].山东工商学院学报.2013,27(3)：84-89.
[44]G C Z, Maheswaran D. The effects of extensions on brand name dilution and enhancement[J]. Journal of Marketing Research.1998,35(4):464-473.
[45]Ahluwalia R, G C Z. The effects of extensions on the family brand name:an accessibility-diagnosticity perspective[J]. Journal of Consumer Research.2000,27(3):371-381.
[46]Broniarczyk S M, Alba J W. The importance of the brand in brand extension[J]. Journal of marketing research.1994,31(2):214-228.
[47]Bhat S, Reddy S K. The impact of parent brand attribute associations and affect on brand extension evaluation[J]. Journal of Business Research.2001,53(3):111-122.
[48]Bridges S, Keller K L, Sood S. Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links[J]. Journal of Advertising.2000,29(4):1-11.
[49]Keller K L. Strategic brand management: Building, measuring, and managing brand equity[Z]. Upper Saddle River, NJ:Prentice-Hall,2003.
[50]Lau K C, Phau I. Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution[J]. Psychology & Marketing.2007,24(5): 421-444.
[51]Grime I, Diamantopoulos A, Smith G. Consumer evaluations of extensions and their effects on the core brand:Key issues and research propositions[J]. European journal of marketing.2002, 36(11/12):1415-1438.
[52]周露阳.老字号的文化属性如何影响其延伸评价?[D].浙江工商大学,2011.
[53]Hovland C I, Janis I L. Personality and persuasibility.[J].1959.
[54]于春玲,李飞,薛镭,等.中国情境下成功品牌延伸影响因素的案例研究[J].管理世界.2012(006)：147-162.
[55]Boush D M. Affect generalization to similar and dissimilar brand extensions[Z].1987:225-237.
[56]Sunde L, Brodie R J. Consumer evaluations of brand extensions: further empirical results[J]. International Journal of Research in Marketing.1993,10(1):47-53.
[57]Smith D C, Park C W. The effects of brand extensions on market share and advertising efficiency[J]. Journal of Marketing Research.1992,29(3):296-313.
[58]Bottomley P A, Holden S J. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies[J]. Journal of Marketing Research.2001,38(4):494-500.
[59]Volckner F, Sattler H. Drivers of brand extension success[J]. Journal of Marketing.2006,70(2): 18-34.
[60]Dacin P A, Smith D C. The effect of brand portfolio characteristics on consumer evaluations of brand extensions[J]. Journal of Marketing Research.1994,31(2):229-242.
[61]Klink R R, Smith D C. Threats to the external validity of brand extension research[J]. Journal of Marketing Research.2001,38(3):326-335.
[62]Swaminathan V, Fox R J, Reddy S K. The impact of brand extension introduction on choice[J]. The Journal of Marketing.2001,65(4):1-15.
[63]Martinez E, Polo Y, De C L. Effect of brand extension strategies on brand image:A comparative study of the UK and Spanish markets[J]. International Marketing Review.2008,25(1):107-137.
[64]Iversen N M, Hem L E. Reciprocal transfer effects for brand extensions of global or local origin: evidence from Norway[J]. International Marketing Review.2011,28(4):365-411.
[65]Delvecchio D. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability[J]. Journal of Product & Brand Management.2000,9(7):457-471.
[66]Roux E. Consumer Evaluation of Luxury Brand Extensions[Z]. Paris:ESSEC,1995.
[67]Swaminathan J M, Tayur S R. Models for supply chains in e-business[J]. Management Science. 2003,49(10):1387-1406.
[68]雷莉,王詠,丁夏齐,等.低卷入情境中品牌远延伸的成功机制[J].心理学报.2005(03)：390-396.
[69]Dowling G R, Staelin R. A model of perceived risk and intended risk-handling activity[J]. Journal of consumer research.1994,21(1):119-134.
[70]Hem L E, de Chernatony L, Iversen N M. Factors influencing successful brand extensions[J]. Journal of Marketing Management.2003,19(7-8):781-806.
[71]Barone M J, Miniard P W, Romeo J B. The influence of positive mood on brand extension evaluations[J]. Journal of consumer Research.2000,26(4):386-400.
[72]Barone M J, Miniard P W. Mood and brand extension judgments:Asymmetric effects for desirable versus undesirable brands[J]. Journal of Consumer Psychology.2002,12(4):283-290.
[73]Barone M J. The interactive effects of mood and involvement on brand extension evaluations[J]. Journal of Consumer Psychology.2005,15(3):263-270.
[74]原永丹.品牌延伸有效性的影响因素及其作用机理研究[D].大连理工大学,2010.
[75]Erdem T. An empirical analysis of umbrella branding[J]. Journal of Marketing Research.1998, 35(3):339-351.
[76]Kim B, Sullivan M W. The effect of parent brand experience on line extension trial and repeat purchase[J]. Marketing Letters.1998,9(2):181-193.
[77]Park J, Kim K. Role of consumer relationships with a brand in brand extensions: some exploratory findings[J]. Advances in Consumer Research.2001,28:179-185.
[78]Hem L E, Iversen N M. Transfer of brand equity in brand extensions: the importance of brand loyalty[J]. Advances in Consumer Research.2003,30:72-79.
[79]Kirmani A, Sood S, Bridges S. The Ownership Effect in Consumer Responses to Brand Line Stretches[J]. Journal of Marketing.1999,63(1):88-101.
[80]Monga A B, John D R. Cultural differences in brand extension evaluation:The influence of analytic versus holistic thinking[J]. The Journal of Consumer Research.2007,33(3):529-536.
[81]李晓力.不同自我监控度下制造国与契合度对品牌延伸影响的研究[D].西南交通大学,2007.
[82]Tom M, Goldsmith K, Dhar R. How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality[J]. Journal of Marketing Research.2012,49(2):206-217.
[83]Lane V R. The impact of ad repetition and ad content on consumer perceptions of incongruent extensions[J]. The Journal of Marketing.2000,64(2):80-91.
[84]Taylor V A, Bearden W O. Ad spending on brand extensions:Does similarity matter?[J]. The Journal of Brand Management.2003,11(1):63-74.
[85]Dens N, De Pelsmacker P. Attitudes toward the extension and parent brand in response to extension advertising[J]. Journal of Business Research.2010,63(11):1237-1244.
[86]Nan X L. Affective cues and brand-extension evaluation:exploring the influence of attitude toward the parent brand and attitude toward the extension [Z]. Psychol Market: 2006,23:597-616.
[87]Meyvis T, Goldsmith K, Dhar R. The Importance of the Context in Brand Extension:How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality[J]. Journal of Marketing Research.2012,49(2):206-217.
[88]Reddy S K, Holak S L, Bhat S. To extend or not to extend:Success determinants of line extensions[J]. Journal of marketing research.1994,31(2):243-262.
[89]Nijssen E J. Success factors of line extensions of fast-moving consumer goods[J]. European Journal of Marketing.1999,33(5/6):450-474.
[90]Aaker D A. Managing brand equity[Z]. New York, NY: The Free Press:1991.
[91]John D R, Loken B, Kim K, et al. Brand concept maps:a methodology for identifying brand association networks[J]. Journal of Marketing Research.2006,43(4):549-563.
[92]黄胜兵,卢泰宏.品牌的阴阳二重性——品牌形象的市场研究方法[J].南开管理评论.2000(02)：27-30.
[93]Levy S J. Symbols for Sales[Z]. Harvard Business Review:1959:37,117-124.
[94]Cova B. What postmodernism means to marketing managers[J]. European Management Journal. 1996,14(5):494-499.
[95]Wattanasuwan K. The self and symbolic consumption[J]. Journal of American Academy of Business.2005,6(1):179-184.
[96]Mccracken G. Culture and consumption:a theoretical account of the structure and movement of the cultural meaning of consumer goods[J]. Journal of consumer research.1986,13(1):71-84.
[97]Arnould E J, Thompson C J. Consumer culture theory (CCT): Twenty years of research[J]. Journal of consumer research.2005,31(4):868-882.
[98]Firat A F, Venkatesh A. Liberatory postmodernism and the reenchantment of consumption [J]. Journal of consumer research.1995,22(3):239-267.
[99]Meenaghan T. The role of advertising in brand image development[J]. Journal of Product & Brand Management.1995,4(4):23-34.
[100]Litvin S W. Individualism/collectivism as a moderating factor to the self-image congruity concept[Z]. Journal of Vacation Marketing:2003:23-32.
[101]Jamal A, Goode M M. Consumers and brands:a study of the impact of self-image congruence on brand preference and satisfaction[J]. Marketing Intelligence & Planning.2001,19(7):482-492.
[102]Belk R. Possessions and Self[M]. Wiley Online Library,1988.
[103]Schau H J, Gilly M C. We are what we post? Self - presentation in personal web space[J]. Journal of consumer research.2003,30(3):385-404.
[104]Aaker J L. Dimensions of brand personality[J]. Journal of Marketing research.1997,34(3): 347-356.
[105]Biel A L. Converting image into equity[J]. Brand equity and advertising.1993:67-82.
[106]Keller K L. Conceptualizing, measuring, and managing customer-based brand equity[J]. The Journal of Marketing.1993,57(1):1-22.
[107]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版).2001(04)：19-22.
[108]Plummer F A, Hammond G W, Forward K, et al. An Erythema Infectiosum—like Illness Caused by Human Parvovirus Infection[J]. New England Journal of Medicine.1985,313(2):74-79.
[109]Park C W, Jaworski B J, Maclnnis D J. Strategic brand concept-image management[J]. The Journal of Marketing.1986,50(4):135-145.
[110]Biel A L. Oxygen-regulated steps in the Rhodobacter capsulatus tetrapyrrole biosynthetic pathway.[J]. Journal of bacteriology.1992,174(16):5272-5274.
[111]Aaker J L, Lee A Y. "I" seek pleasures and "we" avoid pains: The role of self - regulatory goals in information processing and persuasion[J]. Journal of Consumer Research.2001,28(1):33-49.
[112]Aaker D A. Measuring brand equity across products and markets[J]. California management review.1996,38(3):103.
[113]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报(哲学社会科学版).2002(3)：65-71.
[114]Boivin Y. A free response approach to the measurement of brand perceptions[J]. International Journal of Research in Marketing.1986,3(1):11-17.
[115]Hsieh C S, Liang Y, Tyznik A J, et al. Recognition of the Peripheral Self by Naturally Arising CD25< sup>+ CD4< sup>+ T Cell Receptors[J]. Immunity.2004,21(2):267-277.
[116]Tsai C C. Preferences toward Internet-based learning environments: High school students' perspectives for science learning[J]. Educational Technology & Society.2005,8(2):203-213.
[117]Zaltman G, Coulter R H. Seeing the voice of the customer: Metaphor-based advertising research[J]. Journal of advertising research.1995,35(4):35-51.
[118]Jap S D. An examination of the effects of multiple brand extensions on the brand concept[J]. Advances in consumer research.1993,20(1):607-611.
[119]Martinez Salinas E, Pina Perez J M. Modeling the brand extensions' influence on brand image[J]. Journal of Business Research.2009,62(1):50-60.
[120]李颢.基于顾客价值及社会情境视角的品牌延伸研究[D].清华大学,2009.
[121]Ries A, Trout J. Marketing war far e[J]. Journal of Consumer Marketing.1986,3(4):77-82.
[122]Milberg P, Tyrberg T. Na?ve birds and noble savages - a review of man-caused prehistoric extinctions of island birds[J]. Ecography.1993,16(3):229-250.
[123]Kim C K, Lavack A M, Smith M. Consumer evaluation of vertical brand extensions and core brands[J]. Journal of Business Research.2001,52(3):211-222.
[124]Martinez E, Pina J M. The negative impact of brand extensions on parent brand image[J]. Journal of Product & Brand Management.2003,12(7):432-448.
[125]Keller K L, Sood S. Brand equity dilution[J]. MIT Sloan Management Review.2003,45(1): 12-15.
[126]Martinez E, De Chernatony L. The effect of brand extension strategies upon brand image[J].
Journal of consumer marketing.2004,21(1):39-50.
[127]Volckner F, Sattler H, Kaufmann G. Image feedback effects of brand extensions: evidence from a longitudinal field study[J]. Marketing Letters.2008,19(2):109-124.
[128]周明,易怡.品牌延伸对品牌权益影响之实证研究[J].南开管理评论.2004(05)：44-49.
[129]Diamantopoulos A, Smith G, Grime I. The impact of brand extensions on brand personality: experimental evidence[J]. European Journal of Marketing.2005,39(1-2):1-2.
[130]Thorbjornsen H. Brand extensions:brand concept congruency and feedback effects revisited[J]. Journal of Product & Brand Management.2005,14(4):250-257.
[131]Sood S, Keller K L. The effects of brand name structure on brand extension evaluations and parent brand dilution[J]. Journal of Marketing Research.2012,49(3):373-382.
[132]周懿瑾.品牌关系维度、自我构念对品牌延伸反馈效应的影响[J].中国地质大学学报(社会科学版).2013(04)：117-123.
[133]Cohen J B, Basu K. Alternative models of categorization:toward a contingent processing framework[J]. Journal of Consumer Research.1987,13(4):455-472.
[134]Mihailovic P, de Chernatony L. Brand bonding [J]. Marketing Business.1994(1):31-34.
[135]Milberg P, Lamont B B. Seed/cotyledon size and nutrient content play a major role in early performance of species on nutrient-poor soils[J]. New Phytologist.1997,137(4):665-672.
[136]Aaker D A, Joachimsthaler E. The brand relationship spectrum[J]. California Management Review.2000,42(4):8-23.
[137]Desai K K, Keller K L. The effects of ingredient branding strategies on host brand extendibility[J]. The Journal of Marketing.2002,66(1):73-93.
[138]Pitta D A, Katsanis L P. Understanding brand equity for successful brand extension[J]. Journal of consumer marketing.1995,12(4):51-64.
[139]Desai K K, Hoyer W D. Line extensions:a categorization and an information processing perspective[J]. Advances in Consumer Research.1993,20(1):599-606.
[140]Park C W, Mccarthy M S, Milberg S J. The effects of direct and associative brand extension strategies on consumer response to brand extensions[J]. Advances in Consumer Research.1993,20(1): 28-33.
[141]Low G S, Lamb Jr C W. The measurement and dimensionality of brand associations[J]. Journal of Product & Brand Management.2000,9(6):350-370.
[142]Faircloth J B, Capella L M, Alford B L. The effect of brand attitude and brand image on brand equity[J]. Journal of Marketing Theory and Practice.2001,9(3):61-75.
[143]Kazoleas D, Kim Y, Moffitt M A. Institutional image: a case study[J]. Corporate Communications: An International Journal.2001,6(4):205-216.
[144]Villarejo A. La Medicion del Valor de Marca en el Ambito de la Gestion de Marketing[J]. CEADE, Sevilla.2002.
[145]Korchia M. The effects of brand associations on three constructs[C].2004.
[146]Alba J W, Hutchinson J W. Dimensions of consumer expertise[J]. Journal of consumer research. 1987,13(4):411-454.
[147]Bird M, Ehrenberg A S. Consumer attitudes and brand usage[J]. Journal of the Market Research Society.1970,12(4):233-247.
[148]Hoek J, Dunnett J, Wright M, et al. Descriptive and evaluative attributes: what relevance to marketers? [J]. Journal of Product & Brand Management.2000,9(6):415-435.
[149]Hoyer W D, Brown S P. Effects of brand awareness on choice for a common, repeat-purchase product[J]. Journal of consumer research.1990,17(2):141-148.
[150]Gronhaug K, Hem L, Lines R. Exploring the impact of product category risk and consumer knowledge in brand extensions[J]. The Journal of Brand Management.2002,9(6):463-476.
[151]Del Rio A B, Vazquez R, Iglesias V. The effects of brand associations on consumer response [J]. Journal of consumer marketing.2001,18(5):410-425.
[152]Van Riel A C, Liljander V, Jurriens P. Exploring consumer evaluations of e-services:a portal site[J]. International Journal of Service Industry Management.2001,12(4):359-377.
[153]Brown T J, Dacin P A. The company and the product:corporate associations and consumer product responses[J]. The Journal of Marketing.1997,61(1):68-84.
[154]Madrigal R. The role of corporate associations in new product evaluation [J]. Advances in Consumer Research.2000,27:80-86.
[155]De Ruyter K, Wetzels M. Customer equity considerations in service recovery: a cross-industry perspective[J]. International Journal of Service Industry Management.2000,11(1):91-108.
[156]Carter R E, Curry D J. Perceptions versus performance when managing extensions:new evidence about the role of fit between a parent brand and an extension [J]. Journal of the Academy of Marketing Science.2013,41(2):253-269.
[157]Rangaswamy A, Burke R R, Oliva T A. Brand equity and the extendibility of brand names[J]. International Journal of Research in marketing.1993,10(1):61-75.
[158]Ivan M, Haberberger T, Gervasi D C, et al. Biochemical purification and pharmacological inhibition of a mammalian prolyl hydroxylase acting on hypoxia-inducible factor[J]. Proceedings of the National Academy of Sciences.2002,99(21):13459-13464.
[159]Chakravarti D, Macinnis D J, Nakamoto K. Product category perceptions, elaborative processing and brand name extension strategies[J]. Advances in consumer research.1990,17(1):910-916.
[160]Smith D C, Andrews J. Rethinking the effect of perceived fit on customers'evaluations of new products[J]. Journal of the Academy of Marketing Science.1995,23(1):4-14.
[161]Goldsmith A R. Prolactin in avian reproductive cycles[M]. Hormones and behaviour in higher vertebrates, Springer,1983:375-387.
[162]Steenkamp J E, Baumgartner H. The role of optimum stimulation level in exploratory consumer behavior[J]. Journal of Consumer Research.1992,19(3):434-448.
[163]Wood S L, Swait J. Psychological indicators of innovation adoption: cross-classification based on need for cognition and need for change[J]. Journal of Consumer Psychology.2002,12(1):1-13.
[164]Czellar S. Consumer attitude toward brand extensions: an integrative model and research propositions[J]. International Journal of Research in Marketing.2003,20(1):97-115.
[165]Yorkston E A, Nunes J C, Matta S. The malleable brand:The role of implicit theories in evaluating brand extensions[J]. Journal of Marketing.2010,74(1):80-93.
[166]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of consumer research. 1985,12(12):341-352.
[167]Haugtvedt C P, Petty R E, Cacioppo J T. Need for cognition and advertising: Understanding the role of personality variables in consumer behavior[J]. Journal of Consumer Psychology.1992,1(3): 239-260.
[168]Sherif C W, Sherif M, Nebergall R E. Attitude and attitude change: The social judgment-involvement approach[M]. Saunders Philadelphia,1965.
[169]Maheswaran M, Siegel H J. A dynamic matching and scheduling algorithm for heterogeneous computing systems[C]. IEEE,1998.
[170]危华,宋晓兵,原永丹.浙江理工大学学报.2013,30(5)：796-800.
[171]Davis S, Halligan C. Extending your brand by optimizing your customer relationship[J]. Journal of Consumer Marketing.2002,19(1):7-11.
[172]Bristol T. Potential points of brand leverage:consumers'emergent attributes[J]. Journal of Product & Brand Management.2002,11(4):198-212.
[173]徐国斌.消费者品牌延伸的态度是如何形成的,一个综合模型[J].经济论坛.2006(8)：101-103.
[174]Lane V, Jacobson R. The reciprocal impact of brand leveraging: feedback effects from brand extension evaluation to brand evalution[J]. Marketing Letters.1997,8(3):261-271.
[175]Sullivan D A, Hann L E, Yee L, et al. Age - and gender - related influence on the lacrimal gland and tears[J]. Acta ophthalmologica.1990,68(2):188-194.
[176]Volckner F, Sattler H. Empirical generalizability of consumer evaluations of brand extensions[J]. International Journal of Research in Marketing.2007,24(2):149-162.
[177]Sattler H, Volckner F, Riediger C, et al. The impact of brand extension success drivers on brand extension price premiums[J]. International journal of Research in Marketing.2010,27(4):319-328.
[178]Pina J M, Martinez E, De Chernatony L, et al. The effect of service brand extensions on corporate image: an empirical model[J]. European Journal of Marketing.2006,40(1/2):174-197.
[179]Dawar N, Parker P M, Price L J. A cross-cultural study of interpersonal information exchange[J]. Journal of International Business Studies.1996,27(3):497-516.
[180]Midgley D F, Dowling G R. Innovativeness: the concept and its measurement[J]. Journal of consumer research.1978,4(4):229-242.
[181]Nakamoto K, Macinnis D J, Jung H. Advertising claims and evidence as bases for brand equity and consumer evaluations of brand extensions[J]. Brand Equity and Advertising: Advertising's Role in Building Strong Brands.1993:281-298.
[182]Bottomley P A, Doyle J R. The formation of attitudes towards brand extensions:Testing and generalising Aaker and Keller's model[J]. International Journal of Research in Marketing.1996,13(4): 365-377.
[183]Han J K, Schmitt B H. Product-category dynamics and corporate identity in brand extensions:A comparison of Hong Kong and US consumers[J]. Journal of International Marketing.1997,5(1): 77-92.
[184]Miniard P W, Bhatla S, Lord K R, et al. Picture-based persuasion processes and the moderating role of involvement[J]. Journal of Consumer Research.1991,18(1):92-107.
[185]Maoz E, Tybout A M. The moderating role of involvement and differentiation in the evaluation of brand extensions[J]. Journal of Consumer Psychology.2002,12(2):119-131.
[186]Weiss S. Fluorescence spectroscopy of single biomolecules[J]. Science.1999,283(5408): 1676-1683.
[187]Hsieh T, Lee J, Charng Y, et al. Tomato plants ectopically expressing Arabidopsis CBF1 show enhanced resistance to water deficit stress[J]. Plant Physiology.2002,130(2):618-626.
[188]Kardes F R, Allen C T. Perceived variability and inferences about brand extensions[J]. Advances in Consumer Research.1991,18(1):392-398.
[189]Yeung C W, Wyer Jr R S. Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations[J]. Journal of Marketing Research.2005:495-506.
[190]Nunnally J. Psychometric methods[J]. McGraw-Hill, New York, NY.1978.
[191]卢纹岱,谢立辉,费青松,等.体育教学电子教案用图库方案论证[J].首都体育学院学报.2002(02)：93-95.
[192]刘怀伟.商务市场中顾客关系的持续机制研究[D].浙江大学,2003.
[193]耿先锋.顾客参与测量维度、驱动因素及其对顾客满意的影响机理研究[D].浙江大学,2008.
[194]骆克任,马振东.上海国际迁移变动分析[J].人口研究.2000(05)：51-56.
[195]Bagozzi R P, Yi Y. On the evaluation of structural equation models[J]. Journal of the Academy of Marketing Science.1988,16(1):74-94.
[196]Diamantopoulos A, Siguaw J A. Introducing LISREL:A guide for the uninitiated[M]. SAGE Publications Limited,2000.
[197]Fornell C, Larcker D F. Structural equation models with unobservable variables and measurement error: Algebra and statistics[J]. Journal of marketing research.1981,18(1):382-388.
[198]马庆国.中国管理科学研究面临的儿个关键问题[J].管理世界.2002(08)：105-115.
[199]张文彤,董伟SPSS统计分析高级教程[M].高等教育出版社北京,2004.
[200]朱平芳.现代计量经济学[M].上海财经大学出版社,2004.
[201]古扎拉蒂,Gujarati Damodar N,林少宫.计量经济学[M].中国人民大学出版社,2000.
[202]Aiken L S, West S G. Multiple regression:Testing and interpreting interactions[M]. Sage,1991.
[203]Chin W W, Todd P A. On the use, usefulness, and ease of use of structural equation modeling in MIS research:a note of caution[J]. MIS quarterly.1995,19(2):237-246.
[204]Hair J F, Anderson R E, Tatham R L, et al. Black (1998), Multivariate data analysis[Z]. Upper Saddle River, NJ: Prentice Hall,1998.
[205]Bentler P M, Chou C. Practical issues in structural modeling[J]. Sociological Methods & Research.1987,16(1):78-117.
[206]Browne M W, Cudeck R, Bollen K A, et al. Alternative ways of assessing model fit[J]. Sage Focus Editions.1993,154:136-162.
[207]Brown E M, Gamba G, Riccardi D, et al. Cloning and characterization of an extracellular Ca2+-sensing receptor from bovine parathyroid[J]. Nature.1993,366(6455):575-580.
[208]舒瑜.老字号的技艺传承——以北京“盛锡福”皮帽制作为例[J].西北民族研究.2013(02)：113-123.
[209]张艳.怀旧倾向与参照群体对老龄消费者中华老字号品牌偏好的影响研究[D].吉林大学,2012.
[210]刘国华,苏勇.消费者创新性对品牌延伸距离和延伸类型的影响研究[J].研究与发展管理.2010,22(6)：84-89.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |