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1、標題：Theeffectofbrandextensionstrategiesuponbrandimage原文:Thispaperwasdevelopedduringthefirstauthor’sresearchstayattheCentreforResearchinBrandMarketing,BirminghamBusinessSchool,supportedbythe“MinisteriodeEducación,CulturayDeporte”oftheGovernmentofSpain(Ref.PR2002-012).Shewishestoexpressher
2、gratitudeforthefinancialhelpreceivedfromtheCICYT(projectSEC2002-03949).TheauthorswouldliketothankSusanDruryforherhelpfulcomments.AbstractTheobjectiveofthispaperistoanalyzetheeffectthatabrandextensionstrategyhasonbrandimage.Specifically,thepaperanalyzeshowvariablesrelatedtotheparentbrand
3、andtheextensioninfluencebrandimageaftertheextension.Fromasampleof389consumersthepaperdemonstratesthattheextensionstrategydilutesthebrandimage.Througharegressionanalysisitisshownthattheperceivedqualityofthebrandandconsumers’attitudestowardstheextensionpositivelyinfluenceboththegeneralbra
4、ndimage(GBI)andtheproductbrandimage(PBI)aftertheextension.WhilefamiliaritywiththeproductsofthebrandonlyaffecttheGBI,theperceiveddegreeoffitaffectsthePBI.?Keyword：Consumerbehavior;Perception;Brandimage;Brandextensions;Marketingstrategy.?IntroductionIntoday’smarket,havingawellthoughtthrou
5、ghbrandstrategyisakeycontributiontocorporatesuccess.Brandsenableconsumerstoefficientlyencodetheirfunctionalandemotionalvaluesintheirminds(FranzenandBouwman,2001).Theresultingimagesenableconsumerstorecognizethepointsofdifferencebetweencompetingbrands.Keller(1993)definesbrandimageasthe“pe
6、rceptionsaboutabrandasreflectedbythebrandassociationsheldinconsumermemory”.Theseassociationsrefertoanyaspectthatlinkthebrandwiththeconsumer’smemory(Aaker,1996a).Relationshipsarethencreatedbetweenconsumers’personalitiesandtheperceivedpersonalitiesofbrands(deChernatonyandBeniciodeMello,19
7、95;Fournier,1998;Hogg?etal.,2000).Oneofthechallengesformarketersishowtodeterminetheassociationsconsumershaveofspecificbrands.SuggestionsareprovidedbywriterssuchasLowandLamb(2000)whodevelopedaprotocoltomeasurebrandimage.Eventhoughrelatingthemeasurementofbrandimagedirectlytothepr
