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Modern Marketing 2025
品牌延伸方向与品牌延伸架构对消费者品牌态度的影响：基于拥有者视角的思考
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Abstract:
品牌延伸是当今极为流行的企业战略，优势与劣势并存。本研究对品牌延伸方向、品牌延伸架构、感知背叛的研究现状进行了系统的论述，并从品牌拥有者的视角出发，为品牌拥有者对品牌延伸战略的心理反应和品牌态度提供了一个新的视角，以感知背叛解释品牌拥有者消极态度的潜在反应机制，并对未来关于品牌延伸方向的研究提供了建议和方向。
Brand extension is a very popular enterprise strategy nowadays, with both advantages and disadvantages. This research systematically discusses the research status of brand extension direction, brand extension architecture and perceived betrayal. And from the perspective of brand owners, this research provides a new perspective for brand owners’ psychological reaction to brand extension strategy and brand attitude, using perceived betrayal to explain the potential reaction mechanism of brand owners’ negative attitude. Suggestions and directions for future research on brand extension are also provided.
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