【正文】 因此，對(duì)品牌經(jīng)理來(lái)說(shuō)采取適當(dāng)?shù)钠放蒲由斓脑O(shè)計(jì)和宣傳戰(zhàn)略是至關(guān)重要。對(duì)于管理者的潛在風(fēng)險(xiǎn)是正在啟動(dòng)一個(gè)削弱了母品牌資產(chǎn)的成功的品牌擴(kuò)展。品牌延伸發(fā)展的態(tài)度也很關(guān)鍵，因?yàn)槭窍M(fèi)者對(duì)延伸物質(zhì)的第一印象。除了確保品牌延伸的接受度，它也將確保對(duì)母品牌有積極的貢獻(xiàn) 。其影響排名如下： 感知到的適合度 母品牌形象 品牌延伸態(tài)度 當(dāng)母品牌被認(rèn)為是足夠的強(qiáng)大，可以考慮策劃一個(gè)品牌延伸。 本研究的第二個(gè)貢獻(xiàn)是，當(dāng)同時(shí)考慮母品牌反饋影響的主要決定因素時(shí)，有一個(gè)清楚的主要決定因素的排名。 該品牌的太陽(yáng)鏡類別是被預(yù)定作為本研究可能延伸類別。被小組最多提到的印度時(shí)尚流行鞋類品牌是 Lee Cooper， Provogue， Woodland 和Red Tap。該分部密切配合本研究選擇的樣本。這個(gè)樣本挑選的大小最好高于200，這被普遍認(rèn)為是進(jìn)行結(jié) 構(gòu)方程模型分析的最低要求。這項(xiàng)研究的重點(diǎn)是調(diào)查關(guān)于母品牌的態(tài)度變化的影響，因?yàn)榉答佇Ч呀?jīng)被界定為對(duì)母品牌的心理架構(gòu)上的變化。在反饋文學(xué)中有充足證據(jù)印證了這個(gè)鑒于反饋過程開始后，擴(kuò)展才在市場(chǎng)上推出，并接受來(lái)自消費(fèi)者的初步評(píng)價(jià)的變量的重要性。 假設(shè) 5：品牌延伸與母品牌契合度肯定影響母品牌態(tài)度的轉(zhuǎn)變。因此，提出以下假設(shè)： 假設(shè) 3 假設(shè) 4 假設(shè) 5 假設(shè) 6 假設(shè) 1 假設(shè) 2 母品牌形象 母品牌的態(tài)度改變 感知到的適合度 品牌延伸態(tài)度 圖二 : 被推薦的品牌延伸反饋模型 假設(shè) 1：母品牌形象肯定影響對(duì)品牌延伸的態(tài)度。 良好的品牌導(dǎo)致在它們的消費(fèi)者中保持更積極的態(tài)度，轉(zhuǎn)而促進(jìn)了印有良好的品牌名稱的新產(chǎn)品的接受程度，這歸功于從母品牌到擴(kuò)展品牌的態(tài)度的傳遞。品牌延伸模式需要一個(gè)與衡量母品牌架構(gòu)現(xiàn)有的實(shí)力相關(guān)的變量，因?yàn)樗抢媚钙放频拿值钠放蒲由斓拇嬖谕?。盡管幾次對(duì)品牌延伸反饋的調(diào)查，文獻(xiàn)仍然是分散零碎，缺乏一個(gè)有凝聚力的能同時(shí)研究母品牌的主要影響的框架。圖式變化的簿記模型已經(jīng)被提出作為品牌延伸如何影響母品牌的知識(shí) 結(jié)構(gòu)的解釋。每當(dāng)一個(gè)品牌延伸推出后，就有一個(gè)從母品牌到品牌延伸的知識(shí)和看法的傳遞，以及一個(gè)適合的基于母品牌和延伸品牌之間的共同關(guān)聯(lián)的數(shù)量的看法的發(fā)展。進(jìn)一步的貢獻(xiàn)已經(jīng)首次被應(yīng)用于印度方面。第二，制定明確的反饋的主要決定因素等級(jí)次序。本研究通過提出和測(cè)驗(yàn)一個(gè)關(guān)于品牌延伸反饋過程的整體模型試圖解決這個(gè)缺口，以及闡明在先前孤立地幾乎被認(rèn)為的主要影響。反饋效應(yīng)是品牌延伸關(guān)于母品牌的相互影響，它可以是正面的或負(fù)面的。標(biāo)題： Brand extension feedback effects: A holistic framework 原文： The brand extension literature has developed from evaluation of the brand extension per se to also considering the impact of the brand extensions on the parent brand, also known as the feedback effect. Feedback effects are the reciprocal impact of the brand extension on the parent brand, which can be either positive or negative. Despite substantial investigation into brand extensions, a major gap in the literature is that it is very fragmented and investigates feedback effects in a rather piecemeal fashion. This is partly attributable to the adoption of experimental designs in the majority of the feedback literature. Consequently, there remains a dearth of empirical studies that simultaneously model the impact of key variables on parent brands. This study addresses this gap by proposing and testing a holistic model of brand extension feedback process, as well as illuminating major effects that have previously been considered mostly in isolation. The study is positioned around this holistic approach, which has enabled four new major contributions to the feedback literature. First, a prehensive model is presented that also explains the interrelationships among the major determinants of feedback. Prior literature has failed to take these relationships into account. Second, a clear rankorder of major determinants of feedback is established. Third, the study revisits the importance and role of fit from a new perspective. Fourth, the study models the impact of major determinants directly on the change in the oute variable. This approach to analysis is novel in the feedback literature. A further contribution has been a firstofitskind application in the Indian context. MODEL DEVELOPMENT The proposed model is derived from the current theory on brand extension feedback. Essentially, from a consumer perspective, the existing framework of feedback consists of two processes, that is, process one , involving evaluation of the brand extension, and process two , involving reevaluation of the parent brand, postextension launch. Prior investigations into the evaluation of brand extensions and the subsequent feedback to the parent brand assume that a brand is a work of knowledge structures consisting of attributes, benefits and attitudes held by consumers. Whenever a brand extension is launched, there is a transfer of knowledge and attitude from the parent brand to the brand extension, as well as development of a perception of fit based on the number of shared associations between the parent and the extension. Hence, brand extension evaluat