消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型

中国管理科学 ›› 2001, Vol. ›› Issue (5): 62-67.

消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型

符国群

北京大学光华管理学院市场营销系, 北京, 100871

收稿日期:2001-02-12 出版日期:2001-10-28 发布日期:2012-03-06
基金资助:
国家自然科学基金资助项目(79770066)

Consumers’ Evaluations of Brand Extensions:Testing Aaker and Keller Model by Residual Centering Method

FU Guo-qun

Guang Hua Management School, Beijing University, Beijing 100871, China

Received:2001-02-12 Online:2001-10-28 Published:2012-03-06

摘要/Abstract

摘要： 本文运用残差中心化方法对笔者和桑德斯1995年一项研究中的数据重新进行了分析,意在消除原研究中由于变量间的共线性对回归模型的影响,并检验Aaker和Keller品牌延伸模型的有效性。结果发现,消费者对品牌延伸的态度主要受A&K模型中主变量的影响,较少受模型中交互项的影响。文章对研究结果进行了初步的讨论。

关键词: 品牌延伸, A&K模型, 残差中心化方法

Abstract: This paper re examined A&K brand extension model by using China’s data and "Residual Centering Method".The RCM is considered to be effective in dealing with "multicllinearity" problem existed in the previous studies.The findings show that consumers’ attitudes towards brand estensions are driven primarily by the main variables and moderated via interaction terms in A&K model.Finally,brief discussions of the findings are presented.

Key words: brand extension, A&K model, residual centering method

中图分类号:

C931

符国群. 消费者对品牌延伸的评价:运用残差中心化方法检验Aaker和Keller模型[J]. 中国管理科学, 2001, (5): 62-67.

FU Guo-qun . Consumers’ Evaluations of Brand Extensions:Testing Aaker and Keller Model by Residual Centering Method[J]. Chinese Journal of Management Science, 2001, (5): 62-67.