| dc.description.abstract | This research manipulated the main control variable as the high likeness of brand name in the form, sound of a character and meaning, and the independent bvariable as the high or low likeness degree of product appearance. Besides, this research also manipulated the cognition need degree for the moderate variable. Finally, this research taken two ways of sample’s memory retrieval as measuring the brand dilution. The purpose of this research were to investigate that when two brand name were high likeness, and their product appearance were high or low likeness, how the influence of the brand dilution is.
This research used the network questionnaire method. The main questionnaire issue subject was the university and institute students in the Central University, and collecting 611 valid questionnaires totally. This reaserch based on three ways of brand names high likeness (form, sound of a character, meaning of a word), with the high or low degree of product appearance (categorize, attribute, packing). Each experiment included three sets of combinations of experiment set (one low likeness degree of product appearance) and matched control set (one high likeness degree of product appearance), all experiment set and matched control set were based on the situation with one brand names high likeness (form, sound of a character, meaning of a word). All nine sets data (a experiment set and a matched control set) respectively analyse with the one way ANOVA method and the two way ANOVA method, and all the results as follows:
First, the low likeness of the packing with this product appearance whether based on which likeness of the brand name between two brands, almost could not make the early brand cause brand dilution to the latebrand. But the low likeness of the attribute and the category with the product appearance between two brands almost made the early brand cause brand dilution to the latebrand, and the low likeness of the attribute influence memory retrieval better than the low likeness of the category.
Second, from the three ways of the brand names’s high likeness (form, sound of a character, meaning of a word), meaning of a word likeness match the low likeness of product appearance has the most obvious brand dilution better than the high likeness of from and sound of a character, and the likeness of sound of a character is the most weak. Such of the result also matches form and meaning of a word are a greater factor that influence Chinese brand’s memory in the literal exploration process, and also match the literal exploration process result that ideograms(Chinese) system pays attention to vision judgment more.
Third, our research result didn’t have enough obvious to support a person of low need of cognition compared with a person of tall need of cognition, can recall early brand memory correctly from the memory measurement of this research. So this research can’’t say the difference degree of need of cognition is an important moderate variable in the brand dilution effect. | en_US |