品牌延伸产品该如何做广告？--不同广告类型对契合度及延伸评价的影响

摘要

在品牌延伸领域的研究中，延伸产品与原产品的契合度对延伸评价的影响被提及的最多，近几年延伸产品的广告宣传也被证明起着重要的作用。本文将延伸契合度分为品牌和产品两个层面，并探究不同广告类型对契合度和延伸评价的影响。研究结果发现，情感诉求广告更有利于提高声望型品牌的品牌层面低契合度延伸产品的感知契合度和延伸评价，信息诉求广告更有利于提高功能型品牌的产品层面低契合度延伸产品的感知契合度和延伸评价，并发现对单一层面高契合度延伸产品，延伸广告并不起作用。%The influence of perceived fit on extension evaluation is the focus in the research field of brand extension , and it has been proved in recent years that extension advertising does make sense when it comes to extension evaluation .This paper classifies perceived fit as category level fit and brand level fit , and investigates the impact of different types of advertisements on perceived fit and extension evaluation .The results of experiment study show that emotional appeal advertisements compared with information appeal ones are better for extension evaluation and play a more positive influence on the perception of fit when the brand level fit is low;while information appeal advertisements compared with emotional appeal ones are better for extension evaluation and play a more positive influence on the perception of fit when the category level fit is low .Moreover, advertising has no effects on the perception of fit and extension evaluation when the level perceived fit is high .