品牌延伸条件下的广告说服--双中介影响模型的拓展

Advertising Persuation for Brand Extension：Revisiting the Dual Mediation Model

采用实验调查和认知编码的方法，探讨消费者的广告前后品牌态度，品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影；（2）广告认知感应真接影响广告态度，但不直接影响品牌认知反应；（3）消费者的广告态度不但真接影响品牌认知反应和广告后的品牌度，还直接影响购买意向。这说明在品牌延伸条件下，广告态度的双中介影响模型需要修正。

Most new products were introduced to the market by way of brand extension. It seems important for researchers and practitioners to understand how and why advertising for brand extension works. However， past advertising research mostly used fictitious brands as experimental materials. Because little attention had been given to advertising for brand extensions， the process by which advertising may impact attitude change of extended brands was largely ignored， and the influences of brand familiarity were seldom considered in the traditional persuasive hierarchy models. Furthermore， some research studies indicated that advertising for familiar brands may not work in the same way as advertising for unfamiliar brands， suggesting that research on familiar brands’ advertising has significant theoretical and practical meaning. The purpose of the present study was to modify a dual mediation model（DMM）and to use the model to examine the effects of advertising for brand extensions.