微小属性对品牌评价的放大效应

被引：11

作者：

刘红艳 ^{[1
]}

王海忠 ^{[1
]}

郑毓煌 ^{[2
]}

机构：

[1] 中山大学管理学院

[2] 清华大学经济管理学院

来源：

中国工业经济 | 2008年 / 12期

基金：

国家自然科学基金重点项目;

关键词：

差异化营销; 微小属性; 品牌评价; 放大效应;

D O I：

10.19581/j.cnki.ciejournal.2008.12.010

中图分类号：

F273.2 [产品管理]; F224 [经济数学方法];

学科分类号：

0701 ; 070104 ;

摘要：

传统观点认为,差异化战略即为顾客提供独特和有价值的产品;但大量企业的差异化却获益于提供主观上有价值、客观上却与产品性能无显著相关的属性即微小属性。本研究通过两个实验考察微小属性对品牌评价两个组成部分(综合品牌印象和品牌特定属性评价)的影响。结果表明:①微小属性强化综合品牌印象,在客观揭露信息条件下则弱化品牌特定属性评价。②微小属性对品牌评价的影响在低知识水平条件下被放大,在高知识水平条件下则存在相反趋势。论文讨论了研究结果对产品开发、品牌管理和市场细分战略的借鉴意义。

引用

页码：103 / 112

页数：10

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