1、标题BRANDEXTENSIONFEEDBACKEFFECTSAHOLISTICFRAMEWORK原文THEBRANDEXTENSIONLITERATUREHASDEVELOPEDFROMEVALUATIONOFTHEBRANDEXTENSIONPERSETOALSOCONSIDERINGTHEIMPACTOFTHEBRANDEXTENSIONSONTHEPARENTBRAND,ALSOKNOWNASTHEFEEDBACKEFFECTFEEDBACKEFFECTSARETHERECIPROCALIMPACTOFTHEBRANDEXTENSIONONTHEPARENTBRAND,WHICHCAN
2、BEEITHERPOSITIVEORNEGATIVEDESPITESUBSTANTIALINVESTIGATIONINTOBRANDEXTENSIONS,AMAJORGAPINTHELITERATUREISTHATITISVERYFRAGMENTEDANDINVESTIGATESFEEDBACKEFFECTSINARATHERPIECEMEALFASHIONTHISISPARTLYATTRIBUTABLETOTHEADOPTIONOFEXPERIMENTALDESIGNSINTHEMAJORITYOFTHEFEEDBACKLITERATURECONSEQUENTLY,THEREREMAINSA
3、DEARTHOFEMPIRICALSTUDIESTHATSIMULTANEOUSLYMODELTHEIMPACTOFKEYVARIABLESONPARENTBRANDSTHISSTUDYADDRESSESTHISGAPBYPROPOSINGANDTESTINGAHOLISTICMODELOFBRANDEXTENSIONFEEDBACKPROCESS,ASWELLASILLUMINATINGMAJOREFFECTSTHATHAVEPREVIOUSLYBEENCONSIDEREDMOSTLYINISOLATIONTHESTUDYISPOSITIONEDAROUNDTHISHOLISTICAPPRO
4、ACH,WHICHHASENABLEDFOURNEWMAJORCONTRIBUTIONSTOTHEFEEDBACKLITERATUREFIRST,ACOMPREHENSIVEMODELISPRESENTEDTHATALSOEXPLAINSTHEINTERRELATIONSHIPSAMONGTHEMAJORDETERMINANTSOFFEEDBACKPRIORLITERATUREHASFAILEDTOTAKETHESERELATIONSHIPSINTOACCOUNTSECOND,ACLEARRANKORDEROFMAJORDETERMINANTSOFFEEDBACKISESTABLISHEDTH
5、IRD,THESTUDYREVISITSTHEIMPORTANCEANDROLEOFFITFROMANEWPERSPECTIVEFOURTH,THESTUDYMODELSTHEIMPACTOFMAJORDETERMINANTSDIRECTLYONTHECHANGEINTHEOUTCOMEVARIABLETHISAPPROACHTOANALYSISISNOVELINTHEFEEDBACKLITERATUREAFURTHERCONTRIBUTIONHASBEENAFIRSTOFITSKINDAPPLICATIONINTHEINDIANCONTEXTMODELDEVELOPMENTTHEPROPOS
6、EDMODELISDERIVEDFROMTHECURRENTTHEORYONBRANDEXTENSIONFEEDBACKESSENTIALLY,FROMACONSUMERPERSPECTIVE,THEEXISTINGFRAMEWORKOFFEEDBACKCONSISTSOFTWOPROCESSES,THATIS,PROCESSONE,INVOLVINGEVALUATIONOFTHEBRANDEXTENSION,ANDPROCESSTWO,INVOLVINGREEVALUATIONOFTHEPARENTBRAND,POSTEXTENSIONLAUNCHPRIORINVESTIGATIONSINT
7、OTHEEVALUATIONOFBRANDEXTENSIONSANDTHESUBSEQUENTFEEDBACKTOTHEPARENTBRANDASSUMETHATABRANDISANETWORKOFKNOWLEDGESTRUCTURESCONSISTINGOFATTRIBUTES,BENEFITSANDATTITUDESHELDBYCONSUMERSWHENEVERABRANDEXTENSIONISLAUNCHED,THEREISATRANSFEROFKNOWLEDGEANDATTITUDEFROMTHEPARENTBRANDTOTHEBRANDEXTENSION,ASWELLASDEVELO
8、PMENTOFAPERCEPTIONOFFITBASEDONTHENUMBEROFSHAREDASSOCIATIONSBETWEENTHEPARENTANDTHEEXTENSIONHENCE,BRANDEXTENSIONEVALUATIONTHATISPROCESSONEISAFUNCTIONOFTHEEXTENTTOWHICHCONSUMERSKNOWANDLIKETHEPARENTBRANDANDTHELEVELOFPERCEIVEDFITBETWEENTHEPARENTBRANDANDTHEEXTENSIONTHISPROCESSISREPRESENTEDINTHEPROCESSONEO
9、FFIGURE1ASREGARDSTHEIMPACTOFBRANDEXTENSIONSONTHEPARENTBRANDTHATISPROCESSTWO,PASTINVESTIGATIONSASSUMETHATBRANDEXTENSIONSPOSSESSTHECAPABILITYTOPARENTBRAND,KNOWLEDGEANDAFFECTVARIABLESPERCEPTIONOFFITVARIABLESBRANDEXTENSIONEVALUATIONPROCESSONEBRANDEXTENSIONEVALUATIONPARENTBRANDVARIABLESPERCEPTIONOFFITVAR
10、IABLESBRANDEXTENSIONEVALUATIONVARIABLESPARENTBRANDEVALUATIONPROCESSTWOBRANDEXTENSIONFEEDBACKFIGURE1TWOPROCESSESINTHEBRANDEXTENSIONLITERATURECHANGETHECONSUMERSEXISTINGMENTALSCHEMAOFTHEPARENTBRANDTHEBOOKKEEPINGMODELOFSCHEMACHANGEHASBEENPUTFORWARDASONEEXPLANATIONOFHOWBRANDEXTENSIONSIMPACTPARENTBRANDKNO
11、WLEDGESTRUCTURESACCORDINGTOTHISMODEL,EACHPIECEOFNEWINFORMATIONFOREXAMPLEABRANDEXTENSIONLEADSTOANINCREMENTALMODIFICATIONOFTHECONSUMERSMENTALBRANDKNOWLEDGESTRUCTURE,REGARDLESSOFTHESIMILARITYOFTHENEWINFORMATIONTHEREVIEWOFTHEFEEDBACKLITERATUREREVEALSTHATPARENTBRANDEVALUATIONSPOSTEXTENSIONLAUNCHAREMAINLY
12、EXPLAINEDBYACONSTRUCTREPRESENTINGPARENTBRANDKNOWLEDGE,AMEASUREOFSIMILARITY/FITBETWEENTHEPARENTBRANDANDTHEBRANDEXTENSIONANDSOMEMEASUREOFBRANDEXTENSIONSUCCESS/EVALUATIONTHISBASICFRAMEWORKISREPRESENTEDINTHEPROCESSTOWOFFIGURE1DESPITESEVERALINVESTIGATIONSINTOBRANDEXTENSIONFEEDBACK,THELITERATUREREMAINSFRA
13、GMENTEDANDLACKSACOHESIVEFRAMEWORKTHATINVESTIGATESMAJORINFLUENCESONTHEPARENTBRANDSIMULTANEOUSLYTHEPROPOSEDMODELANDITSCONSTRUCTSTHEPROPOSEDMODELISPRESENTEDINFIGURE2THEFOLLOWINGSECTIONSDISCUSSEACHOFTHEMODELSCONSTRUCTSALONGWITHTHEIRHYPOTHESIZEDEFFECTSPARENTBRANDIMAGEANDITSEFFECTSH6H5H4H3H1H2PARENTBRANDI
14、MAGEPARENTBRANDATTITUDECHANGEPERCEIVEDFITBRANDEXTENSIONATTITUDEFIGURE2PROPOSEDMODELOFBRANDEXTENSIONFEEDBACKINESSENCE,ABRANDEXTENSIONFEEDBACKPROCESSMODELINCLUDESACONSTRUCTTHATREPRESENTSTHESTRENGTHOFTHEPARENTBRANDSEXISTINGKNOWLEDGEINCONSUMERSMINDSBRANDEXTENSIONMODELSREQUIRETHEINCLUSIONOFAVARIABLERELAT
15、EDTOMEASURINGTHEEXISTINGSTRENGTHOFTHEPARENTBRANDSCHEMA,ASITISTHERAISONDETEROFBRANDEXTENSIONSTOCAPITALIZEONTHEPARENTBRANDSNAMEPERCEIVEDPARENTBRANDIMAGEWASCHOSENBECAUSEITREPRESENTSTHENUMBERANDSTRENGTHOFASSOCIATIONSTHATCONSUMERSPOSSESSINTHEEXISTINGMENTALSCHEMAABOUTTHEBRAND,ANDTHUSBESTREPRESENTSCONSUMER
16、SBRANDKNOWLEDGEBRANDIMAGEISDEFINEDASTHECOLLECTIONOFBOTHPRODUCTANDNONPRODUCTASSOCIATIONSINCONSUMERMEMORY,ANDISDEVELOPEDTHROUGHASYNTHESISMADEBYTHECONSUMERSOFALLTHEVARIOUSBRANDSIGNALSSUCHASBRANDNAME,VISUALSYMBOLS,THEPRODUCTSITENDORSES,ADVERTISEMENTS,OTHERCOMMUNICATIONSANDEVENITSREPUTATIONTHESEASSOCIATI
17、ONSPOSSESSTHECAPABILITYTOEFFECTBRANDEXTENSIONEVALUATIONSFAVORABLEBRANDSRESULTINGREATERPOSITIVEATTITUDESAMONGTHEIRCONSUMERS,WHICH,INTURN,FACILITATETHEACCEPTANCEOFNEWPRODUCTSBEARINGTHEFAVORABLEBRANDNAMEOWINGTOATRANSFEROFATTITUDEFROMTHEPARENTTOTHEEXTENSIONTHECUEUTILIZATIONTHEORYLENDSFURTHERSUPPORTTOTHE
18、EFFECTOFPARENTBRANDIMAGEONBRANDEXTENSIONATTITUDE,WHEREBYTHEPARENTBRANDNAMEONTHEBRANDEXTENSIONSERVESASANEXTRINSICQUALITYCUEGIVENTHATQUALITYCUESAREDETERMINEDTHROUGHTHESENSESBEFORECONSUMPTION,BRANDIMAGEASANEXTRINSICCUEPLAYSAMOREIMPORTANTROLEWHENCONSUMERSHAVEHADNOPRIOREXPERIENCEWITHTHEBRANDEXTENSIONORWH
19、ENTHEEXTENSIONISNEWTOTHEMARKETINTHISSITUATION,THEBRANDACTSASANIMPLICITCUEFORTHEQUALITYOFTHENEWPRODUCTTHUS,THEFOLLOWINGHYPOTHESISISPROPOSEDHYPOTHESIS1PARENTBRANDIMAGEPOSITIVELYAFFECTSATTITUDETOWARDSTHEBRANDEXTENSIONHYPOTHESIS2PERCEIVEDPARENTBRANDIMAGEPOSITIVELYAFFECTSPERCEIVEDBRANDEXTENSIONFITHYPOTHE
20、SIS3PARENTBRANDIMAGEPOSITIVELYAFFECTSPARENTBRANDATTITUDECHANGEHYPOTHESIS4BRANDEXTENSIONFITWITHTHEPARENTBRANDPOSITIVELYAFFECTSATTITUDETOWARDSTHEBRANDEXTENSIONHYPOTHESIS5BRANDEXTENSIONFITWITHTHEPARENTBRANDPOSITIVELYAFFECTSPARENTBRANDATTITUDECHANGEHYPOTHESIS6ATTITUDETOWARDSBRANDEXTENSIONPOSITIVELYAFFEC
21、TSPARENTBRANDATTITUDECHANGEATTITUDETOWARDSTHEBRANDEXTENSIONANDITSEFFECTSAPARTFROMPARENTBRANDIMAGEANDPERCEIVEDFIT,ATTITUDETOWARDSTHEBRANDEXTENSIONWASCHOSENASTHETHIRDVARIABLEINTHEMODELTHERATIONALEBEHINDITSINCLUSIONWASTHATAMEASUREOFBRANDEXTENSIONSUCCESSORFAILURECREATESVITALINITIALREACTIONSTOWARDSTHEPAR
22、ENTBRANDAMPLEEVIDENCEINTHEFEEDBACKLITERATURELENDSCREDENCETOTHEIMPORTANCEOFTHISVARIABLEGIVENTHATTHEFEEDBACKPROCESSORIGINATESONLYAFTERTHEEXTENSIONISLAUNCHEDINTHEMARKETANDRECEIVESINITIALEVALUATIONSFROMCONSUMERSPARENTBRANDATTITUDECHANGEASREGARDSTHECHOICEOFTHEDEPENDENTVARIABLE,PARENTBRANDATTITUDESWERECHO
23、SENASTHEEVALUATIVEDIMENSIONBECAUSEOFTHEIRKEYIMPORTANCEINDEVELOPINGOVERALLBRANDEQUITYCHOOSINGPARENTBRANDATTITUDESASTHEDEPENDENTVARIABLEISINCONGRUENCEWITHMOSTOFTHEFEEDBACKLITERATUREHOWEVER,DESPITETHESUBSTANTIALLITERATUREINVESTIGATINGTHEIMPACTOFBRANDEXTENSIONSONPARENTBRANDATTITUDES,THERESTILLREMAINSALA
24、CKOFCLARITYONTHENATUREOFIMPACTANDHENCEANEEDTOCLARIFYTHEISSUETHEFOCUSOFTHISSTUDYISTOINVESTIGATETHEIMPACTONTHECHANGEINPARENTBRANDATTITUDES,ASFEEDBACKEFFECTSHAVEBEENCONCEPTUALIZEDASACHANGEINTHEMENTALSCHEMAOFTHEPARENTBRANDTHUS,THEDEPENDENTVARIABLEINTHESTUDYISLABELEDPARENTBRANDATTITUDECHANGERESEARCHDESIG
25、NASELFADMINISTEREDQUANTITATIVESURVEYOF387YOUNGMALESUBJECTSALL1825YEARSOFAGEFROMAUNIVERSITYCOLLEGEINTHECAPITALCITYOFNEWDELHIWASCONDUCTEDBYHANDINGOUTTHESURVEYDURINGLECTURESMISSINGDATAMADEUPLESSTHAN3PERCENTOFTHEUSABLERESPONSES,ANDWASREPLACEDBYTHEMEANSUBSTITUTIONMETHODTHESAMPLESIZESELECTEDWASWELLABOVE20
26、0,WHICHISGENERALLYCONSIDEREDAMINIMUMREQUIREMENTFORCONDUCTINGASTRUCTURALEQUATIONMODELINGANALYSISITWASENSUREDTHATTHECHOSENSAMPLEMATCHEDTHETARGETMARKETFORTHECHOSENINDUSTRY,THATIS,YOUNGURBANMENINTHE1825YEARAGEGROUPTHATISGENERATIONYBELONGINGTOMIDDLETOUPPERINCOMEHOUSEHOLDSSTIMULUSSELECTIONAREALBRANDANDITS
27、HYPOTHETICALEXTENSIONWERECHOSENASSTIMULUSINTHISRESEARCH,WHICHWASINLINEWITHPRIORBRANDEXTENSIONLITERATURETHEINDIANMENSFASHIONFOOTWEARSECTORWASCHOSENFORTHESTUDYOWINGTOITSHIGHPOPULARITYAMONGYOUNGMALECONSUMERSBELONGINGTOUPPERMIDDLETOUPPERINCOMEHOUSEHOLDSTHISSEGMENTCLOSELYMATCHEDTHESAMPLECHOSENINTHISSTUDY
28、ANOTHERCONSIDERATIONINSTIMULUSSELECTIONWASTHATONLYWELLKNOWNBRANDNAMESBEEXAMINEDFORTHEIRPOTENTIALTOBEEXTENDED,ASFICTITIOUSBRANDSDONOTCARRYWELLFORMEDASSOCIATIONSANDFEELINGSTHATAREREQUISITEFORBRANDEXTENSIONSTHEREFORE,TOARRIVEATAWELLKNOWNPARENTBRAND,AFEWEXPLORATORYINFORMALDISCUSSIONSWEREHELDWITHSMALLGRO
29、UPSOFSUBJECTS,WITH810PARTICIPANTSINEACHTHEPARTICIPANTSWEREASKEDTOMENTIONTHEIRFAVORITEBRANDFROMTHOSETHEYHADPREVIOUSLYPURCHASEDTHEPOPULARINDIANFASHIONFOOTWEARBRANDSTHATWEREMOSTMENTIONEDBYTHEGROUPSWERELEECOOPER,PROVOGUE,WOODLANDANDREDTAPEALLFOUROFTHESEBRANDSWERESUITABLEFORTHESTUDYOFBRANDEXTENSIONSBECAU
30、SETHEYMETTHEPREREQUISITEOFBEINGWELLKNOWNTOTHESAMPLETHEBRANDWOODLANDWASRANDOMLYCHOSENASTHEPARENTBRANDFROMTHEOPTIONSSECONDARYDATASUPPORTEDTHISCHOICE,ASWOODLANDCURRENTLYOWNSAROUND40PERCENTOFTHECASUALPREMIUMSHOEMARKET,HASARETAILPRESENCEACROSSINDIAANDISPLANNINGFUTUREEXPANSIONINTOOTHERPRODUCTCATEGORIESTHE
31、BRANDEDSUNGLASSESCATEGORYWASPREDETERMINEDASTHEPROBABLEEXTENSIONCATEGORYFORTHISRESEARCHTHERATIONALEINDOINGSOWASTHECURRENTTRENDAMONGINDIANFASHIONBRANDSTOPROVIDELIFESTYLESOLUTIONSFORTHEIRCONSUMERSBYEXTENDINGINTOOTHERLIFESTYLEPRODUCTCATEGORIESLIKEWATCHES,LEATHERGARMENTS,LINGERIEANDEYEWEAR,ESPECIALLYTOTH
32、E1825YEAROLDDEMOGRAPHICTHUS,THEHYPOTHETICALBRANDEXTENSIONSCENARIOUSEDASSTIMULUSINTHESTUDYWASTHELAUNCHOFWOODLANDSUNGLASSESITWASCLARIFIEDINTHEQUESTIONNAIRETHATTHESCENARIOOFWOODLANDLAUNCHINGWOODLANDSUNGLASSESWASPURELYHYPOTHETICALTHESECONDCONTRIBUTIONOFTHESTUDYISACLEARRANKINGOFTHEMAJORDETERMINANTSOFFEED
33、BACKEFFECTSONTHEPARENTBRANDWHENCONSIDEREDSIMULTANEOUSLYPREVIOUSSTUDIESHAVECONSIDEREDONLYONEORTWOMAJORANTECEDENTS,ANDHAVEBEENUNABLETOCOMPREHENSIVELYRANKTHEMTHISSTUDYCONSIDERSALARGERLISTTHANUSUAL,ANDISTHEREFOREABLETOCONTRIBUTETOARANKINGASSESSMENTTHISRANKORDERISMOREMEANINGFULANDREALISTIC,ASITCONSIDERSI
34、NTERRELATIONSHIPSAMONGTHEKEYBRANDEXTENSIONVARIABLESTHERANKINGOFEFFECTSISASFOLLOWS1PERCEIVEDFIT2PARENTBRANDIMAGE3BRANDEXTENSIONATTITUDEWHENTHEPARENTBRANDISCONSIDEREDSTRONGENOUGH,CONSIDERATIONCANBEGIVENTODESIGNINGABRANDEXTENSIONTHERESULTSSUGGESTTHATAKEYPRINCIPLEINDESIGNSHOULDBEACLOSEFITWITHTHEPARENTBR
35、ANDTHISISACHIEVEDTHROUGHCHOOSINGAPPROPRIATEBRANDELEMENTSTHATARECONSISTENTWITHTHEPARENTBRANDEXAMPLESINCLUDETHEUSEOFCONSISTENTPACKAGINGASWELLASTHEUSEOFTHEBRANDSLETTERINGANDCOLORAPARTFROMENSURINGBRANDEXTENSIONACCEPTANCE,ITWOULDALSOENSUREAPOSITIVECONTRIBUTIONTOTHEPARENTBRANDIMPLICATIONSALSOEXISTREGARDIN
36、GPROMOTIONALDECISIONSGIVENTHECENTRALIMPORTANCEOFFIT,ALLCOMMUNICATIONSDESIGNEDFORTHEBRANDEXTENSIONSHOULDFOCUSONENHANCINGLINKSWITHTHEPARENTBRANDSCOREVALUESTHISNECESSITATESCOMMUNICATINGTHEFITBETWEENTHEPARENTBRANDANDTHEEXTENSIONTHROUGHAPPROPRIATEPOSITIONINGOFTHEEXTENSION,FOREXAMPLEPOSITIONINGOFOLAYVITAM
37、INSASBEAUTYPRODUCTSANDNOTHEALTHSUPPLEMENTSDEVELOPINGATTITUDESTOWARDSTHEBRANDEXTENSIONAREALSOCRUCIAL,ASCONSUMERSFIRSTIMPRESSIONSOFTHEEXTENSIONMATTERRESEARCHWITHMANAGERSHASSHOWNTHATTHEYAREINTERESTEDINGENERATINGQUICKINITIALADOPTIONOFTHEEXTENSIONTHEPROMOTIONALCAMPAIGNSHOULDDEVELOPSTRONGERCONSUMERATTITUD
38、ESTOWARDSTHEEXTENSIONTOCREATEAPERCEPTIONOFVALUEINTHEBRANDEXTENSIONPERSESOTHATTHEEXTENSIONBECOMESSELFSUSTAININGINTHELONGRUNCONSUMERNEEDSAREBECOMINGFRAGMENTED,ANDCORPORATIONSEXPECTMANAGERSTOLAUNCHBRANDSANDBRANDEXTENSIONSINORDERTOMEETTHOSEEMERGINGNEEDSAPOTENTIALRISKFORMANAGERSISLAUNCHINGASUCCESSFULBRAN
39、DEXTENSIONTHATDIMINISHESTHEPARENTBRANDEQUITYBRANDEXTENSIONSUCCESSESALONEDONOTAUTOMATICALLYGUARANTEEPOSITIVEFEEDBACKEFFECTSINTHEERAOFBRANDCONSOLIDATION,IFBRANDEXTENSIONSFAILTOCONTRIBUTETOTHEPARENTINASUBSTANTIALMANNER,THEIRVIABILITYASASTRATEGICMARKETINGINVESTMENTISQUESTIONEDAGOODFITWITHTHEPARENTBRANDE
40、NSURESADOUBLERETURN,THATIS,BRANDEXTENSIONACCEPTANCEASWELLASCONTRIBUTIONTOOVERALLBRANDEQUITYORFEEDBACKTHUS,ITISCRUCIALFORBRANDMANAGERSTOADOPTANAPPROPRIATEBRANDEXTENSIONDESIGNANDCOMMUNICATIONSSTRATEGY出处DWIVEDIABHISHEKMERRILEESBILLSWEENEYARTHURBRANDEXTENSIONFEEDBACKEFFECTS,J,JOURNALOFBRANDMANAGEMENT,20
41、10,175,P328P342标题品牌延伸反馈效应一个整体框架译文品牌延伸文学已经从对品牌延伸本身的评价发展到也考虑对母品牌的品牌延伸的影响，也被称为反馈效应。反馈效应是品牌延伸关于母品牌的相互影响，它可以是正面的或负面的。尽管针对品牌延伸有大量的调查，但这些文献的主要缺口在于它是非常零散的，并且探讨一个相当零碎的反馈效果。这部分是归因于对多数的反馈文学中的实验设计的接受。因此，只有少量同时地模拟关于母品牌关键变量的影响的实证研究。本研究通过提出和测验一个关于品牌延伸反馈过程的整体模型试图解决这个缺口，以及阐明在先前孤立地几乎被认为的主要影响。这项研究就是围绕这个对反馈文学有四个可行的的重大贡
42、献整体分析定位的。首先，提出一个综合的也说明反馈的主要决定因素的相互关系的模型。在此之前的文献未能考虑到这些关系。第二，制定明确的反馈的主要决定因素等级次序。第三，研究从一个新观点重临重要性和适合的角色。第四，这个研究直接模拟主要因素对多变的结果的改变的影响。此分析方法是在反馈文学中是新奇的。进一步的贡献已经首次被应用于印度方面。模型的建立被提及的模型是源于品牌延伸反馈的流通理论。本质上说，从消费者的角度来看，现有的反馈框架包括两个过程，即流程一，涉及品牌延伸的评价，流程二，涉及母品牌的再评估，后续延伸推出。母品牌，认识和变量的影响适度变量的感知品牌延伸评估流程一品牌延伸评估先前深入品牌延伸的
43、评价以及随后反馈给母品牌的调查认为品牌是一个由消费者坚持的属性，利益和态度组成的知识结构网状系统。每当一个品牌延伸推出后，就有一个从母品牌到品牌延伸的知识和看法的传递，以及一个适合的基于母品牌和延伸品牌之间的共同关联的数量的看法的发展。因此，品牌延伸评估（即流程一）是一个消费者了解并喜欢母品牌的程度和母品牌和扩展的品牌之间的知觉契合度的函数。这个过程表现在图1的流程一。至于品牌延伸对母品牌的影响（也就是流程二），过去的调查认为品牌延伸具备的改变消费者现有的母品牌的心理模式的能力。图式变化的簿记模型已经被提出作为品牌延伸如何影响母品牌的知识结构的解释。根据这个模型，每条新的信息（例如，品牌延伸）
44、都会导致了消费者心理的品牌知识结构增量修改，不管新的信息的相似点。反馈文献的回顾显示，母品牌延伸评估后推出，主要是由一个代表母品牌知识、相似度，母品牌和延伸品牌的适应性和一些品牌延伸成功及评价的措施的结构来解释。这个基本框架表示在图1中的流程二。尽管几次对品牌延伸反馈的调查，文献仍然是分散零碎，缺乏一个有凝聚力的能同时研究母品牌的主要影响的框架。被推荐的模型及其构建被推荐的模型是在图2。下面的章节讨论了该模型的每个结构以及它们的假设的影响。母品牌变量适度变量的感知品牌延伸评估变量母品牌评估流程二品牌延伸反馈图1品牌延伸文学的两个流程母品牌形象及其影响从本质上讲，一个品牌延伸反馈过程模型包括一个
45、代表了母品牌在消费者心目中已有的认知的强度的结构。品牌延伸模式需要一个与衡量母品牌架构现有的实力相关的变量，因为它是利用母品牌的名字的品牌延伸的存在威慑。感知到的母品牌形象被选择，是因为它代表消费者现有的心理模式对这个品牌的的关联的数量和强度，从而最能代表消费者的“品牌认知”。品牌形象是指在消费者记忆中产品和非产品关联的集合，并通过由消费者对所有方面的品牌标志，如品牌名称，视觉符号，被认可的产品，广告，其他通讯系统，甚至它的声誉的制造成的一个综合的开发。这些关联具有影响品牌延伸评估的能力。良好的品牌导致在它们的消费者中保持更积极的态度，转而促进了印有良好的品牌名称的新产品的接受程度，这归功于从
46、母品牌到扩展品牌的态度的传递。这个暗示利用理论为母品牌形象对品牌延伸态度的影响提供了进一步的支持，即品牌延伸冠上的母品牌名称担当一个外在的品质提示。由于这个品质线索是通过消费之前的感觉决定，所以品牌形象作为一个外在线索在当消费者还没有这个品牌延伸的先前经验或这个扩展对这个市场来说是新的时扮演着一个越来越重要的角色。在这种情况下，该品牌为这种新的产品的品质担当着隐含的线索。因此，提出以下假设假设3假设4假设5假设6假设1假设2母品牌形象母品牌的态度改变感知到的适合度品牌延伸态度图二被推荐的品牌延伸反馈模型假设1母品牌形象肯定影响对品牌延伸的态度。假设2感知到的母品牌形象产生肯定影响感知到的品牌延
47、伸契合度。假设3母品牌形象肯定影响母品牌态度的转变。假设4品牌延伸与母品牌的契合肯定影响对品牌延伸的态度。假设5品牌延伸与母品牌契合度肯定影响母品牌态度的转变。假设6对品牌延伸的态度肯定影响母品牌态度的转变。对品牌延伸的态度及其影响除了母品牌形象和感知到的契合度，对品牌延伸的态度被选择作为模型中的第三个变量。将其列入议程的背后的理由是对一个品牌延伸的成功或失败的评估创建在对母品牌至关重要的最初反应。在反馈文学中有充足证据印证了这个鉴于反馈过程开始后，扩展才在市场上推出，并接受来自消费者的初步评价的变量的重要性。母品牌态度的转变至于因变量的选择，母品牌态度被评为可评价的尺寸，因为他们在发展整体品
48、牌资产方面的关键的重要性。选择母品牌的态度作为因变量与大部分反馈文学相一致。然而，尽管有大量的调查品牌延伸在母品牌态度方面的影响的文献，但影响的本质仍然缺乏清晰度，因此有阐明这个问题的需要。这项研究的重点是调查关于母品牌的态度变化的影响，因为反馈效果已经被界定为对母品牌的心理架构上的变化。因此，这项研究中因变量被称为为“母品牌态度的转变”。研究设计一个关于对来自首都新德里大学学院的387个青年男性受试者（都是18到25岁）的自我管理的定量监测在演讲过程中被分散指挥。丢失的数据占可能反应的不到百分之三，然后用平均替代方法所代替。这个样本挑选的大小最好高于200，这被普遍认为是进行结构方程模型分析
49、的最低要求。这是确保所被选择的样本与被选择的行业的目标市场相匹配，就是年轻的在1825岁年龄组（即Y代）属于中上层收入家庭的城市男子。刺激选择在本研究中，一个真实的品牌和其假设的扩展被选择作为刺激，这是符合先前品牌延伸文学。该研究选择印度裔男子的时尚鞋类部门，这要归功于它在属于中上收入家庭的年轻男性消费者中的高人气。该分部密切配合本研究选择的样本。刺激选择的另一个考虑因素是只有选择能检查他们的延伸潜力知名品牌，因为虚构的品牌不支持品牌延伸必要的结构良好的关联和情感。因此，为了得出一个众所周知的母品牌，一些探索性的非正式讨论在由8到10名参与者组成的小团体中举办了。参与者被要求从他们以前购买的品牌中提及他们中意的品牌。被小组最多提到的印度时尚流行鞋类品牌是LEECOOPER，PROVOGUE，WOODLAND和REDTAP。这四项品牌全都适合于品牌延伸的研究，因为它们满足了样品被熟知这一首要事项。WOODLAND品牌被随机地从选项中选择为母品牌。二级数据支持这一选择，因为目前WOODLAND拥有约占保费的休闲鞋市场的百分之四十份额，有一个在跨越印度的零售业务，并计划未来扩展到其他产品类别。该品牌的太阳镜类别是被预定作为本研究可能延伸类别。这样做的理由是在印度时尚品牌中目前的趋势是通过延伸到其他生活产品种类如手表，皮革服装，内衣，眼镜产品来为消费者提供
