%0 Journal Article
%T MECHANISM OF FAR-EXTENSION EVALUATION IN LOW-EVOLVEMENT CONTEXT<br>低卷入情境中品牌远延伸的成功机制
%A Lei Li
%A Wang Yong
%A Ding Xiaqi
%A Ma Mouchao
%A <br>雷莉
%A 王詠
%A 丁夏齐
%A 马谋超
%J 心理学报
%D 2005
%I 
%X This research investigated on the significance of factors affecting consumer evaluations of far brand extensions. Different from prior researches focusing on the brand affect, brand perception, brand attributes and fit between the extensions and parent brand, this empirical study put forward the brand-related variables. Three important variables were put forward to explain the success of far-extension existing in the real market. They are brand category stickiness, the brand's Abstract and functional character, and brand reputation. Accordingly, three experiments were set to examine their effects on the far-extension evaluation. The results showed that a brand with less brand stickiness, higher Abstract character and higher reputation is of more possibility to be successful in a far-extension.
%K 品牌延伸
%K 初始延伸评价
%K 远延伸
%K 类别固着度
%K 品牌抽象性与功能性特点
%K 品牌声誉
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=1EE72F392B87F45015B3CA6D9A7AFA6F&aid=237F699DD6C9F11F&yid=2DD7160C83D0ACED&vid=42425781F0B1C26E&iid=38B194292C032A66&sid=A22854835F81B3F8&eid=7D6CD8918B045FD4&journal_id=0439-755X&journal_name=心理学报&referenced_num=6&reference_num=29