低卷入情境中品牌远延伸的成功机制

品牌延伸是近年营销学界的一个研究热点。多数实证研究表明，母品牌认知、母品牌好感、延伸类别与母品牌类别之间的拟合度以及母品牌特定联想对品牌延伸评价有重要的影响作用。然而，已有理论在解释跨类别的远距离延伸的成功机制上比较乏力。本研究采用实证方法对这一点进行了补充。考虑到初始延伸评价所处的低卷入情境，概念层级较高的品牌相关变量在品牌远延伸评价中有重要的影响作用，本研究对三个品牌相关变量：品牌类别固着度、品牌抽象性与功能性特点、品牌声誉的主效应采用三个控制实验进行了测查。实验结果表明，较小的类别固着度，较高的品牌抽象性特点，以及较高的品牌声誉是品牌远延伸获得成功的机制保证。

MECHANISM OF FAR-EXTENSION EVALUATION IN LOW-EVOLVEMENT CONTEXT

This research investigated on the significance of factors affecting consumer evaluations of far brand extensions. Different from prior researches focusing on the brand affect, brand perception, brand attributes and fit between the extensions and parent brand, this empirical study put forward the brand-related variables. Three important variables were put forward to explain the success of far-extension existing in the real market. They are brand category stickiness, the brand's Abstract and functional character, and brand reputation. Accordingly, three experiments were set to examine their effects on the far-extension evaluation. The results showed that a brand with less brand stickiness, higher Abstract character and higher reputation is of more possibility to be successful in a far-extension.