名人企业家——品牌延伸的新路径
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外国经济与管理 2015 年 第 37 卷第 05 期, 页码：
摘要
参考文献
摘要
近年来，名人企业家成为国内外社会公众广泛关注的群体，名人企业家的个人形象和声誉对企业、消费者、投资者都具有重要影响。本文尝试将名人企业家引入品牌延伸研究领域，通过两个情境实验设计，分别对名人企业家和企业品牌作为母品牌以及不同类型的名人企业家作为母品牌在不同匹配度和不同产品类型下所进行的品牌延伸进行了比较。本研究发现，在低度匹配情境下，企业家作为母品牌所进行的品牌延伸能够获得更高的延伸评价；同时，低调型企业家向享乐型产品进行的品牌延伸获得的评价相对较低。
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［22］Smith D C and Park C W.The effects of brand extensions on market share and advertising efficiency［J］.Journal of Marketing Research,1992,29(3)：296-313.
［23］Spiggle S,Nguyen H T and Caravella M.More than fit：Brand extension authenticity［J］.Journal of Marketing Research,2012,49(6)：967-983.
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［25］Thomson M.Human brands：Investigating antecedents to consumers’ strong attachments to celebrities［J］.Journal of Marketing,2006,70(3)：104-119.
［26］Vlckner F and Sattler H.Drivers of brand extension success［J］.Journal of Marketing,2006,70(2)：18-34.
［27］Voss K E,Spangenberg E R and Grohmann B.Measuring the hedonic and utilitarian dimensions of consumer attitude［J］.Journal of Marketing Research,2003,40(3)：310-320.
［28］Yeo J and Park J.Effects of parentextension similarity and self regulatory focus on evaluations of brand extensions［J］.Journal of Consumer Psychology,2006,16(3)：272-282.
［29］何志毅,王广富.企业家形象与企业品牌形象的关系［J］.经济管理,2005,(7)：47-50.
［30］黄静,俞钰凡,林青蓝.企业家代言人的慈善行为对消费者的作用机制研究［J］.中国工业经济,2012,(2)：119-127.
［31］黄静,张晓娟,童泽林,王新刚.消费者视角下企业家前台化行为动机的扎根研究［J］.中国软科学,2013,(4)：99-107.
［32］卢泰宏,吴水龙,朱辉煌,何云.品牌理论里程碑探析［J］.外国经济与管理,2009,(1)：32-42.
［33］姚琦,李恬恬,李昂璟.消费者个体因素对品牌延伸评价的影响——理论回顾与展望［A］.in Proceedings of 2013 International Conference on Psychology,Management and Social Science(PMSS 2013)［C］.Information Engineering Research Institute,USA,2013.
［34］银成钺,于洪彦.消费者对品牌延伸的评价——价格与延伸相似度的交互影响［J］.管理科学,2006,(3)：43-50.
［35］朱丽娅,黄静,童泽林.企业家前台化行为对品牌的影响述评［J］.中国软科学,2014,(1)：171-179.
［2］Ahluwalia R and GurhanCanli Z.The effects of extensions on the family brand name：An accessibility diagnosticity perspective［J］.Journal of Consumer Research,2000,27(3)：371-381.
［3］Arai A,Ko Y and Kaplanidou K.Athlete brand image：Scale development and model test［J］.European Sport Management Quarterly,2013,13(4)：383-403.
［4］Bendisch F,Larsen G and Trueman M.Fame and fortune：A conceptual model of CEO brands［J］.European Journal of Marketing,2013,47(3/4)：596-614.
［5］Bhat S and 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.
［6］Boush D M,Shipp S,LoKen B,et al.Affect generalization to similar and dissimilar brand extensions［J］.Psychology and Marketing,1987,4(3)：225-237.
［7］Boush D M and Loken B.A Processtracing study of brand extension evaluation［J］.Journal of Marketing Research,1991,28(1)：16-28.
［8］Dacin A and 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.
［9］Eichhol M.Judging by media coverage? CEO images in the press and the Fortune “America’s Most Admired Companies” survey［R］.Annual Conference of the International Communication Association,San Francisco,CA,1999.
［10］Fleck N,Michel G and Zeitoun V.Brand personification through the use of spokespeople：An exploratory study of ordinary employees,CEOs,and celebrities featured in advertising［J］.Psychology and Marketing,2014,31(1)：84-92.
［11］Hayward M L A,Rindova V P and Pollock T G.Believing one’s own press：The causes and consequences of CEO celebrity［J］.Strategic Management Journal,2004,25(7)：637-653.
［12］Hem L E and Iversen N M.Transfer of brand equity in brand extensions：The importance of brand loyalty［J］.Advances in Consumer Research,2003,30：72-79.
［13］Keller K L and Lehmann D R.Brands and branding：Research findings and future priorities［J］.Marketing Science,2006,25(6)：740-759.
［14］Khedher M.Personal branding phenomenon［J］.International Journal of Information,Business and Management,2014,6(2)：29-40.
［15］Kim H and John D R.Consumer response to brand extensions：Construal level as a moderator of the importance of perceived fit［J］.Journal of Consumer Psychology,2008,18(2)：116-126.
［16］Kirmani A,Sood S and Bridges S.The ownership effect in consumer responses to brand line stretches［J］. Journal of Marketing,1999,63(1)：88-101.
［17］Klink R R and Smith D C.Threats to the external validity of brand extension research［J］.Journal of Marketing Research,2001,38(3)：326-335.
［18］Monga A B and John D R.Cultural differences in brand extension evaluation：The influence of analytic versus holistic thinking［J］.Journal of Consumer Research,2007,33(4)：529-536.
［19］Park C W,Milberg S and Lawson R.Evaluation of brand extensions：The role of product feature similarity and brand concept consistency［J］.Journal of Consumer Research,1991,8(2)：185-193.
［20］Pollach I and Kerbler E.Appearing competent a study of impression management in US and European CEO profiles［J］.Journal of Business Communication,2011,48(4)：355-372.
［21］Ranft A L,Zinko R,Ferris G R,et al.Marketing the image of management：The costs and benefits of CEO reputation［J］.Organizational Dynamics,2006,35(3)：279-290.
［22］Smith D C and Park C W.The effects of brand extensions on market share and advertising efficiency［J］.Journal of Marketing Research,1992,29(3)：296-313.
［23］Spiggle S,Nguyen H T and Caravella M.More than fit：Brand extension authenticity［J］.Journal of Marketing Research,2012,49(6)：967-983.
［24］Swaminathan V,Fox R J and Reddy S K.The impact of brand extension introduction on choice［J］.Journal of Marketing,2001,65(4)：1-15.
［25］Thomson M.Human brands：Investigating antecedents to consumers’ strong attachments to celebrities［J］.Journal of Marketing,2006,70(3)：104-119.
［26］Vlckner F and Sattler H.Drivers of brand extension success［J］.Journal of Marketing,2006,70(2)：18-34.
［27］Voss K E,Spangenberg E R and Grohmann B.Measuring the hedonic and utilitarian dimensions of consumer attitude［J］.Journal of Marketing Research,2003,40(3)：310-320.
［28］Yeo J and Park J.Effects of parentextension similarity and self regulatory focus on evaluations of brand extensions［J］.Journal of Consumer Psychology,2006,16(3)：272-282.
［29］何志毅,王广富.企业家形象与企业品牌形象的关系［J］.经济管理,2005,(7)：47-50.
［30］黄静,俞钰凡,林青蓝.企业家代言人的慈善行为对消费者的作用机制研究［J］.中国工业经济,2012,(2)：119-127.
［31］黄静,张晓娟,童泽林,王新刚.消费者视角下企业家前台化行为动机的扎根研究［J］.中国软科学,2013,(4)：99-107.
［32］卢泰宏,吴水龙,朱辉煌,何云.品牌理论里程碑探析［J］.外国经济与管理,2009,(1)：32-42.
［33］姚琦,李恬恬,李昂璟.消费者个体因素对品牌延伸评价的影响——理论回顾与展望［A］.in Proceedings of 2013 International Conference on Psychology,Management and Social Science(PMSS 2013)［C］.Information Engineering Research Institute,USA,2013.
［34］银成钺,于洪彦.消费者对品牌延伸的评价——价格与延伸相似度的交互影响［J］.管理科学,2006,(3)：43-50.
［35］朱丽娅,黄静,童泽林.企业家前台化行为对品牌的影响述评［J］.中国软科学,2014,(1)：171-179.
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毕 楠, 银成钺. 名人企业家——品牌延伸的新路径[J]. 外国经济与管理, 2015, 37(5): 0.
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