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Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study.
Frontiers in Neuroscience ( IF 3.2 ) Pub Date : 2021-08-23 , DOI: 10.3389/fnins.2021.704459
Chang Liu 1 , Zhijie Song 1 , Rui Shi 1
Affiliation  

Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers' evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.

中文翻译:

品牌声誉对扩展评估的影响的神经基础:一项 ERP 研究。

品牌延伸作为一种营销策略,经常被企业用来生产新产品。有几个决定其成功的关键因素,例如品牌声誉和感知契合度。本研究采用事件相关电位(ERPs)方法来探讨两种因素共同影响消费者对品牌延伸评价的潜在神经机制。具体而言,在附加到扩展产品(高合身与低合身)之后,向消费者展示了具有企业社会责任 (CSR) 或企业能力 (CA) 声誉的品牌。然后,他们被给予 5 分制来报告他们对品牌延伸的接受意图 (AI)。行为数据显示,与低拟合条件相比,高拟合具有更高的 AI 和更短的反应时间。对于低拟合条件,与 CA 声誉相比,消费者更倾向于接受带有 CSR 品牌的延伸产品。在神经生理学上,CSR 声誉比 CA 声誉引起更大的 P2 振幅和 LPP 振幅。此外,在具有 CSR 声誉的品牌背景下,低拟合条件比高拟合条件引起了更积极的 LPP 幅度。然而,对于具有 CA 声誉的品牌,并未发现感知契合度的影响。这些结果可能反映了品牌延伸评估后期的早期注意力资源投入和利他动机。研究结果为两种品牌声誉(CSR 与 CA)中的哪一种对品牌延伸具有更积极的影响提供了神经学证据。CSR 声誉比 CA 声誉引起更大的 P2 幅度和 LPP 幅度。此外,在具有 CSR 声誉的品牌背景下,低拟合条件比高拟合条件引起了更积极的 LPP 幅度。然而,对于具有 CA 声誉的品牌,并未发现感知契合度的影响。这些结果可能反映了品牌延伸评估后期的早期注意力资源投入和利他动机。研究结果为两种品牌声誉(CSR 与 CA)中的哪一种对品牌延伸具有更积极的影响提供了神经学证据。CSR 声誉比 CA 声誉引起更大的 P2 幅度和 LPP 幅度。此外,在具有 CSR 声誉的品牌背景下,低拟合条件比高拟合条件引起了更积极的 LPP 幅度。然而,对于具有 CA 声誉的品牌,并未发现感知契合度的影响。这些结果可能反映了品牌延伸评估后期的早期注意力资源投入和利他动机。研究结果为两种品牌声誉(CSR 与 CA)中的哪一种对品牌延伸具有更积极的影响提供了神经学证据。对于具有 CA 声誉的品牌,未发现感知契合度的影响。这些结果可能反映了品牌延伸评估后期的早期注意力资源投入和利他动机。研究结果为两种品牌声誉(CSR 与 CA)中的哪一种对品牌延伸具有更积极的影响提供了神经学证据。对于具有 CA 声誉的品牌,未发现感知契合度的影响。这些结果可能反映了品牌延伸评估后期的早期注意力资源投入和利他动机。研究结果为两种品牌声誉(CSR 与 CA)中的哪一种对品牌延伸具有更积极的影响提供了神经学证据。
更新日期:2021-08-23
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