Evaluation of Brand Extension:The Role of Cognitive Style and Involvement

摘要：

　　Perceived fit between the original brand and related extensions is the fundamental factor influencing the success of brand extension.This study investigated how consumers” cognitive style and perceived brand involvement affect brand extension.The results indicated that consumers” evaluations of products are a function of cognitive styles and perceived brand involvement.In the second study,we explored methods of improving consumer evaluations of brand extensions by influencing cognitive styles.Results indicated that the stable psychological characteristics of field-independent and field-dependent styles did not change,but a field-neutral cognitive style could change based on a specific suggestion.Therefore,to obtain higher evaluations,it is better to give field-independent suggestions to field-neutral cognitive consumers.This study has important implications for brand extension and marketing communication strategy.

关键词： Brand extension cognitive style product involvement extension path extension evaluation

作者: Chundong Zheng Ke Ma Qi Duan Han Wang

作者单位: College of Management and Economics,Tianjin University,Tianjin 300072,China Institute of Psychology,Tianjin University,Tianjin 300072,China

会议类型: 国内会议

会议名称: China Marketing International Conference 2015 (2015中国市场营销国际学术年会)

会议地点: 西安

会议语种:英文

页码: 37-57

在线出版日期: 2015-07-24（万方平台首次上网日期，不代表论文的发表时间）