本文首先在综述现有关于产品类别风险与品牌延伸关系的研究文献基础上,提出产品类别风险对于品牌延伸的权变影响作用的可能原因,然后分析了调节变量对产品类别风险与品牌延伸关系的影响作用,最后提出了本文的研究意义和营销启示。 Based on the existing research literature on the relationship between product category risk and brand extension, this paper proposes the possible reasons for the influence of product category risk on the contingency of brand extension, and then analyzes the influence of regulatory variables on product category risk and brand extension relationship Finally, it puts forward the research significance and marketing implications of this article.