运用实证研究的方法研究品牌联想对服装品牌延伸评价的影响。
The influence of brand association on brand extension evaluation of garment was studied in the paper through experimental study.
品牌权益；产品互补性；知觉契合度；延伸评价；共品牌。
Brand Equity; Product Complementarity; Perceived Fit; Extension Evaluation; Cobranding.
而在很多情况下，品牌联想对消费者对于延伸产品的评价起到了决定性的作用。
Further more, brand associations play a decisive role in consumers 'evaluation of the extended products in many cases.
通过对278个有效样本的分析，重点考察了品牌信任对品牌态度、契合感知与延伸评价关系的影响。
How the brand trust influences the brand attitude, perceived fit and extension evaluation was studied through analyzing 278 effective samples.
以往对品牌延伸效果的评价大多采用定性分析，主观性强，难以消除人为因素的影响。
The appraisal of brand extension has been carried through by the way of qualitative analysis before, which makes it difficult to eliminate the influence of contrived factors.
进一步分析得出延伸结论：相对于价格促销幅度，价格促销频率更能影响消费者对品牌资产的评价；
We can find more through further analysis: compared to margin of price promotions, the frequency of price promotions has an even greater influence on customer-based brand equity.
品牌联想中对服装品牌知名形象代言人的印象越深刻，消费者对服装品牌近距离延伸的评价越高，但对其远距离延伸评价没有显著影响。
The evaluation of brand's near-extension from customer depended on the brand association of the brand's prolocutor while the far-extension evaluation did not depend on it.
品牌联想中对服装品牌知名形象代言人的印象越深刻，消费者对服装品牌近距离延伸的评价越高，但对其远距离延伸评价没有显著影响。
The evaluation of brand's near-extension from customer depended on the brand association of the brand's prolocutor while the far-extension evaluation did not depend on it.
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