农产品品牌延伸效果模糊定量测度研究

在厘清品牌延伸概念的基础上，选取5个因素对农产品品牌延伸效果进行了评价：消费者对原农产品品牌的态度、原农产品与延伸产品的关联性、农产品品牌联想性、农产品延伸产品的制造难度、原有农产品品牌的文化兼容性。构建了农产品品牌延伸影响因素的指标体系，运用多层次测度模型对“A品牌”和“B品牌”的延伸效果进行了实证分析。结果表明：“A品牌”与“B品牌”延伸效果综合测度分值分别为77．35、78．25，说明两个品牌的延伸效果评价为一般。由此，提出了相关建议：“A品牌”应提高品牌延伸农产品的技术含量和制造难度等；“B品牌”应适当收缩其品牌延伸的行业，加强品牌延伸的集中度。

Research on Fuzzy Measure of Brand Extension of Agricultural Products

Based on the apprehension of the connotation of brand extension,five factors were adopted to evaluate brand extension of agricultural products,including the attitude of consumers toward original brand of agricultural products,the correlation between the original products and extensive products,association concerning the product brand,difficulties in making the extensive agricultural products and cultural compatibility of original brand.The index system of the influential factors of brand extension for agric...