摘 要
品牌延伸作为企业拓展市场的重要手段，其对原有品牌形象的影响已成为学术界和实践领域的关注焦点。本研究基于消费者认知理论，探讨品牌延伸策略对原有品牌形象的正面与负面效应，旨在揭示不同延伸类型下的品牌联想机制及其影响路径。研究采用定量与定性相结合的方法，通过问卷调查收集数据，并运用结构方程模型分析变量间的关系。结果表明，相关性较高的品牌延伸能够强化原有品牌的积极联想，而低相关性延伸则可能削弱品牌形象的稳定性。此外，消费者的先验知识和品牌忠诚度在这一过程中起到显著的调节作用。本研究的创新点在于引入动态视角，考察品牌延伸的长期影响，并提出针对性的品牌管理建议。主要贡献是为品牌管理者提供了科学决策依据，同时丰富了品牌延伸理论的研究框架。
关键词：品牌延伸；品牌形象；消费者认知；品牌忠诚度；先验知识
Abstract
Brand extension, as a critical strategy for market expansion, has drawn significant attention from both academia and practice regarding its impact on the original brand image. Grounded in consumer cognition theory, this study investigates the positive and negative effects of brand extension strategies on the original brand image, aiming to uncover the brand association mechanisms and their influence pathways under different extension types. By integrating quantitative and qualitative approaches, data were collected through questionnaires and analyzed using structural equation modeling to examine the relationships among variables. The findings reveal that brand extensions with high relevance can strengthen positive associations of the original brand, whereas low-relevance extensions may undermine the stability of the brand image. Furthermore, consumers' prior knowledge and brand loyalty play a significant moderating role in this process. A key innovation of this research lies in adopting a dynamic perspective to evaluate the long-term impacts of brand extensions and providing targeted brand management recommendations. The primary contributions include offering a scientific basis for decision-making by brand managers and enriching the theoretical fr amework of brand extension research.
Keywords: Brand Extension；Brand Image；Consumer Perception；Brand Loyalty；Prior Knowledge
目 录
一、引言 1
二、品牌延伸策略的核心理论基础 1
（一）品牌延伸的基本概念与类型 1
（二）原有品牌形象的构成要素 2
（三）品牌延伸对原有品牌形象的作用机制 2
三、品牌延伸策略对原有品牌形象的正面影响研究 3
（一）提升品牌价值的认知效应 3
（二）强化品牌联想的心理机制 3
（三）拓展市场范围的战略优势 4
四、品牌延伸策略对原有品牌形象的负面影响研究 4
（一）稀释品牌核心价值的风险分析 4
（二）引发消费者认知冲突的可能性 4
（三）影响品牌忠诚度的潜在因素 5
五、品牌延伸策略优化与原有品牌形象保护研究 5
（一）构建合理的品牌延伸框架 5
（二）平衡新旧产品间的形象关联 6
（三）制定有效的品牌形象管理措施 6
结 论 7
致 谢 8
参考文献 9
品牌延伸作为企业拓展市场的重要手段，其对原有品牌形象的影响已成为学术界和实践领域的关注焦点。本研究基于消费者认知理论，探讨品牌延伸策略对原有品牌形象的正面与负面效应，旨在揭示不同延伸类型下的品牌联想机制及其影响路径。研究采用定量与定性相结合的方法，通过问卷调查收集数据，并运用结构方程模型分析变量间的关系。结果表明，相关性较高的品牌延伸能够强化原有品牌的积极联想，而低相关性延伸则可能削弱品牌形象的稳定性。此外，消费者的先验知识和品牌忠诚度在这一过程中起到显著的调节作用。本研究的创新点在于引入动态视角，考察品牌延伸的长期影响，并提出针对性的品牌管理建议。主要贡献是为品牌管理者提供了科学决策依据，同时丰富了品牌延伸理论的研究框架。
关键词：品牌延伸；品牌形象；消费者认知；品牌忠诚度；先验知识
Abstract
Brand extension, as a critical strategy for market expansion, has drawn significant attention from both academia and practice regarding its impact on the original brand image. Grounded in consumer cognition theory, this study investigates the positive and negative effects of brand extension strategies on the original brand image, aiming to uncover the brand association mechanisms and their influence pathways under different extension types. By integrating quantitative and qualitative approaches, data were collected through questionnaires and analyzed using structural equation modeling to examine the relationships among variables. The findings reveal that brand extensions with high relevance can strengthen positive associations of the original brand, whereas low-relevance extensions may undermine the stability of the brand image. Furthermore, consumers' prior knowledge and brand loyalty play a significant moderating role in this process. A key innovation of this research lies in adopting a dynamic perspective to evaluate the long-term impacts of brand extensions and providing targeted brand management recommendations. The primary contributions include offering a scientific basis for decision-making by brand managers and enriching the theoretical fr amework of brand extension research.
Keywords: Brand Extension；Brand Image；Consumer Perception；Brand Loyalty；Prior Knowledge
目 录
一、引言 1
二、品牌延伸策略的核心理论基础 1
（一）品牌延伸的基本概念与类型 1
（二）原有品牌形象的构成要素 2
（三）品牌延伸对原有品牌形象的作用机制 2
三、品牌延伸策略对原有品牌形象的正面影响研究 3
（一）提升品牌价值的认知效应 3
（二）强化品牌联想的心理机制 3
（三）拓展市场范围的战略优势 4
四、品牌延伸策略对原有品牌形象的负面影响研究 4
（一）稀释品牌核心价值的风险分析 4
（二）引发消费者认知冲突的可能性 4
（三）影响品牌忠诚度的潜在因素 5
五、品牌延伸策略优化与原有品牌形象保护研究 5
（一）构建合理的品牌延伸框架 5
（二）平衡新旧产品间的形象关联 6
（三）制定有效的品牌形象管理措施 6
结 论 7
致 谢 8
参考文献 9
