%0 Journal Article %T The Mechanism of the Parent Brand Effect in Brand Extension
品牌延伸中母品牌的作用机制 %A Lei Li %A Ma Mouchao %A
雷莉 %A 马谋超 %J 心理科学进展 %D 2003 %I %X The issue of the brand extension has been widely studied since the 1970s. Based on the review of pilot researches, two cognitive models affect-transfer model and association-demand modelwere introduced to describe the mechanism of the parent brand effect towards brand extension. The affect-transfer model assumes that consumers will transfer the positive attitudes of the parent brand directly to its extension, but the association-demand model regards the brand-specific associations the most important factor in extension evaluation. The two models highlight the cognitive process in the formation of the extension evaluation. %K brand extension %K extension evaluation %K affect-transfer model %K association-demand model %K fit %K categorization
品牌延伸 %K 母品牌 %K 作用机制 %K 延伸评价 %K 情感迁移模型 %K 联想需求模型 %K 类化 %K 拟合度 %K 消费者评价模型 %K 迁移路径 %K Bhat %K Reddy %U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=FAB1670F77CCC8EC7D836E0D41B12069&aid=4554C8B284B6E842&yid=D43C4A19B2EE3C0A&vid=708DD6B15D2464E8&iid=38B194292C032A66&sid=406BF8ED3BCE1927&eid=0954045FA0C6885F&journal_id=1671-3710&journal_name=心理科学进展&referenced_num=8&reference_num=20