377 
527借助品牌联合推出新产品已成为企业突破自身发展桎梏的重要路径，但关键是如何扬长避短扭转品牌联合的负面影响。为探究品牌联合对弱势品牌何时有利何时不利，本文基于适应性学习理论，通过三项实验实证检验品牌联合对弱势品牌新产品评价的负面影响及其扭转机制。结果发现：强弱品牌联合确实会对弱势品牌新产品评价产生负面影响；品牌联合紧密度具有显著调节作用，高紧密度品牌联合能够扭转上述负面影响，而当进行低紧密度品牌联合时，主题相似（vs.类别相似）品牌联合通过提高消费者的感知品牌能力，有利于缓解对弱势品牌新产品评价的负面影响；同时，品牌宽度也具有显著调节作用，较高的品牌宽度能够扭转上述负面影响，而品牌宽度较窄时，类别相似（vs.主题相似）品牌联合通过提高消费者的感知品牌能力，有利于缓解对弱势品牌新产品评价的负面影响。本研究拓展了品牌联合理论的解释边界，为扭转品牌联合负面影响研究提供了独特的理论视角，研究结果对品牌联合管理实践具有参考价值。
“攀高结贵”还是“自讨苦吃”？品牌联合对弱势品牌新产品评价的影响研究
摘要
参考文献
1 郭国庆, 赵怡君, 张秀兰. 社会拥挤对跨感官产品偏好的影响——基于品牌联合情景[J]. 管理科学, 2022, 35(5): 113-126. DOI:10.3969/j.issn.16720334.2022.05.008
2 郭锐, 严良, 苏晨汀, 等. 不对称品牌联盟对弱势品牌稀释研究: “攀龙附凤”还是“引火烧身”?[J]. 中国软科学, 2010, (2): 132-141. DOI:10.3969/j.issn.1002-9753.2010.02.016
8 孙国辉, 刘培. 基于品牌联合类型的解释策略选择对消费者评价新产品影响机理研究[J]. 中央财经大学学报, 2021, (4): 93-100.
9 陶骏, 李善文. “中华老字号”品牌复兴: 品牌延伸及反馈[J]. 经济管理, 2012, 34(2): 97-106.
10 王琦君, 聂佳佳. 炫耀性产品品牌策略: 品牌延伸或新品牌?[J]. 中国管理科学, 2022, 30(7): 110-120.
11 王晓珍, 郑颖, 施佳蓉, 等. 要素品牌联合紧密度对联合后主品牌评价的影响研究[J]. 中央财经大学学报, 2019, (4): 118-128.
15 张悦言, 王玉玲, 蒋玉石, 等. 越老越好吗——品牌命名中流行人名出生年代的刻板印象对消费者品牌偏好的影响机制研究[J]. 营销科学学报, 2024, 4(3): 93-112.
16 Aaker D A, Keller K L. Consumer evaluations of brand extensions[J]. Journal of Marketing, 1990, 54(1): 27-41. DOI:10.1177/002224299005400102
17 Batra R, Lenk P, Wedel M. Brand extension strategy planning: Empirical estimation of brand–category personality fit and atypicality[J]. Journal of Marketing Research, 2010, 47(2): 335-347. DOI:10.1509/jmkr.47.2.335
18 Chiambaretto P, Gurău C, Le Roy F. Coopetitive branding: Definition, typology, benefits and risks[J]. Industrial Marketing Management, 2016, 57: 86-96. DOI:10.1016/j.indmarman.2016.05.009
19 Crisafulli B, Dimitriu R, Singh J. Joining hands for the greater good: Examining social innovation launch strategies in B2B settings[J]. Industrial Marketing Management, 2020, 89: 487-498. DOI:10.1016/j.indmarman.2019.11.012
20 Cunha M, Laran J. Asymmetries in the sequential learning of brand associations: Implications for the early entrant advantage[J]. Journal of Consumer Research, 2009, 35(5): 788-799. DOI:10.1086/593696
21 Estes Z, Gibbert M, Guest D, et al. A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation[J]. Journal of Consumer Psychology, 2012, 22(1): 86-101. DOI:10.1016/j.jcps.2011.11.002
22 Fiske S T, Cuddy A J C, Glick P, et al. A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition[J]. Journal of Personality and Social Psychology, 2002, 82(6): 878-902. DOI:10.1037/0022-3514.82.6.878
23 Geylani T, Inman J J, Hofstede F T. Image reinforcement or impairment: The effects of co-branding on attribute uncertainty[J]. Marketing Science, 2008, 27(4): 730-744. DOI:10.1287/mksc.1070.0326
24 Gluck M A, Bower G H. From conditioning to category learning: An adaptive network model[J]. Journal of Experimental Psychology: General, 1988, 117(3): 227-247. DOI:10.1037/0096-3445.117.3.227
25 Janiszewski C, Van Osselaer S M J. A connectionist model of brand–quality associations[J]. Journal of Marketing Research, 2000, 37(3): 331-350. DOI:10.1509/jmkr.37.3.331.18780
26 Kervyn N, Fiske S T, Malone C. Brands as intentional agents framework: How perceived intentions and ability can map brand perception[J]. Journal of Consumer Psychology, 2012, 22(2): 166-176. DOI:10.1016/j.jcps.2011.09.006
27 Koschmann A, Bowman D. Evaluating marketplace synergies of ingredient brand alliances[J]. International Journal of Research in Marketing, 2018, 35(4): 575-590.
28 Kostyra D S, Klapper D. Signaling teamwork: How brand prominence in brand alliance communication can influence customer perception[J]. Marketing: ZFP – Journal of Research and Management, 2015, 37(2): 69-78. DOI:10.15358/0344-1369-2015-2-69
29 Meyvis T, Janiszewski C. When are broader brands stronger brands? An accessibility perspective on the success of brand extensions[J]. Journal of Consumer Research, 2004, 31(2): 346-357. DOI:10.1086/422113
30 Newmeyer C E, Ruth J A. Good times and bad: Responsibility in brand alliances[J]. European Journal of Marketing, 2020, 54(2): 448-471. DOI:10.1108/EJM-02-2018-0140
31 Newmeyer C E, Venkatesh R, Ruth J A, et al. A typology of brand alliances and consumer awareness of brand alliance integration[J]. Marketing Letters, 2018, 29(3): 275-289. DOI:10.1007/s11002-018-9467-4
32 Nguyen C, Romaniuk J, Faulkner M, et al. Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory[J]. Marketing Letters, 2018, 29(1): 37-48.
33 Noseworthy T J, Murray K B, Di Muro F. When two wrongs make a right: Using conjunctive enablers to enhance evaluations for extremely incongruent new products[J]. Journal of Consumer Research, 2018, 44(6): 1379-1396. DOI:10.1093/jcr/ucx106
34 Oeppen J, Jamal A. Collaborating for success: Managerial perspectives on co-branding strategies in the fashion industry[J]. Journal of Marketing Management, 2014, 30(9-10): 925-948. DOI:10.1007/s11002-017-9444-3
35 Park C W, Jun S Y, Shocker A D. Composite branding alliances: An investigation of extension and feedback effects[J]. Journal of Marketing Research, 1996, 33(4): 453-466. DOI:10.1177/002224379603300407
36 Pearce J M. Evaluation and development of a connectionist theory of configural learning[J]. Animal Learning & Behavior, 2002, 30(2): 73-95.
37 Preacher K J, Hayes A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J]. Behavior Research Methods, 2008, 40(3): 879-891. DOI:10.3758/BRM.40.3.879
38 Rajagopal P, Burnkrant R E. Consumer evaluations of hybrid products[J]. Journal of Consumer Research, 2009, 36(2): 232-241. DOI:10.1086/596721
39 Rao A R, Qu L, Ruekert R W. Signaling unobservable product quality through a brand ally[J]. Journal of Marketing Research, 1999, 36(2): 258-268. DOI:10.1177/002224379903600209
40 Riley D, Charlton N, Wason H. The impact of brand image fit on attitude towards a brand alliance[J]. Management and Marketing, 2015, 10(4): 270-283. DOI:10.1515/mmcks-2015-0018
41 Shen B, Choi T M, Chow P S. Brand loyalties in designer luxury and fast fashion co-branding alliances[J]. Journal of Business Research, 2017, 81: 173-180. DOI:10.1016/j.jbusres.2017.06.017
42 Simonin B L, Ruth J A. Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes[J]. Journal of Marketing Research, 1998, 35(1): 30-42. DOI:10.1177/002224379803500105
43 Smith E R. What do connectionism and social psychology offer each other?[J]. Journal of Personality and Social Psychology, 1996, 70(5): 893-912. DOI:10.1037/0022-3514.70.5.893
44 Swaminathan V, Gürhan-Canli Z, Kubat U, et al. How, when, and why do attribute-complementary versus attribute-similar cobrands affect brand evaluations: A concept combination perspective[J]. Journal of Consumer Research, 2015, 42(1): 45-58. DOI:10.1093/jcr/ucv006
45 Tsai M C, Lou Y C, Bei L T, et al. Position matters when we stand together: A linguistic perspective on composite brand extensions[J]. Journal of the Academy of Marketing Science, 2014, 42(6): 680-701. DOI:10.1007/s11747-014-0372-y
46 Van Osselaer S M J, Janiszewski C, Cunha M Jr. Stimulus generalization in two associative learning processes[J]. Journal of Experimental Psychology: Learning, Memory, and Cognition, 2004, 30(3): 626-638. DOI:10.1037/0278-7393.30.3.626
47 Xue J P, Zhou Z M, Zhang L B, et al. Do brand competence and warmth always influence purchase intention? The moderating role of gender[J]. Frontiers in Psychology, 2020, 11: 248. DOI:10.3389/fpsyg.2020.00248
引用本文
刘培, 孙国辉, 陶克涛, 等. “攀高结贵”还是“自讨苦吃”？品牌联合对弱势品牌新产品评价的影响研究[J]. 外国经济与管理, 2025, 47(11): 137-152.
导出参考文献，格式为：
