高科技品牌在进行品牌延伸时,延伸产品与母品牌产品之间的技术一致性并非总是有效的,品牌类型和品牌忠诚度会影响技术一致性在品牌延伸中的作用。通过实验性研究对假设进行了验证,结果表明:品牌类型和消费者的品牌忠诚度分别会对技术一致性在高科技品牌延伸中的作用产生调节影响,而且品牌类型和品牌忠诚度对高科技品牌技术一致性的影响并不是孤立存在的,二者之间会产生一定的交互作用,具体而言,对于综合导向型高科技品牌,无论消费者品牌忠诚度的高低,消费者对于技术适度不一致延伸产品的评价与技术一致的延伸产品的评价没有差异;对于功能导向型高科技品牌,与品牌类型相比消费者的品牌忠诚度起到更显著的作用,高品牌忠诚的消费者对技术适度不一致的 High-tech brands Technical consistency between extended and parent brand products is not always valid when brand extensions are made, and brand type and brand loyalty can affect the role of technology coherence in brand extension. The hypothesis is verified through experimental research. The results show that brand type and consumer brand loyalty respectively have a regulatory impact on the role of technology coherence in the extension of high-tech brands, and the influence of brand type and brand loyalty on high-tech The influence of the consistency of brand technology does not exist in isolation, and there will be some interaction between the two. Specifically, for integrated high-tech brand, regardless of the level of consumer brand loyalty, consumers are not technically appropriate There is no difference between extension product evaluation and extension product evaluation; for function-oriented high-tech brand, brand loyalty plays a more significant role than brand type, and consumers with high brand loyalty are more comfortable with technology Inconsistent