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  • 學位論文

探討品牌延伸績效之前因因子、中介變數及知覺風險所產生之干擾效果

Exploring the Antecedents of Brand Extension Performance,Intervening Variable and the Moderating Effects of Perceived Risk

指導教授 : 沈慶龍

摘要


由於環境的快速變遷,企業的競爭環境更加劇烈,因此,企業如何成功銷售其延伸產品,而繼續維持企業的競爭優勢,變成一個很重要的議題。在過去的文獻探討中,大多著重在母品牌特性、來源國形象或是延伸契合度對品牌延伸績效的探討。因此,本研究整合這些前因因子包括:母品牌特性、來源國效應及延伸契合度,且新加入服務密度。並探討延伸產品知覺品質與品牌延伸績效間的關聯性,還有知覺風險所產生的干 擾效果,以試圖找出完整的思考脈絡。 本研究選擇國內大學之學生及研究生作為本研究調查對象,共發放640份問卷,有效問卷為398份,回收率達到62.18%。另外,本研究使用線性結構模式來進行實證並驗證本研究所提出之各項假設。 經過LISREL分析後,研究結果發現:1.母品牌特性對延伸產品知覺品質有正向影響。2.延伸契合度對延伸產品知覺品質有顯著正向的影響。3.來源國效應對延伸產品知覺品質有顯著正向影響。4.服務密度對延伸產品知覺品質有顯著正向影響。5.目標導向契合度對延伸產品知覺品質有顯著正向影響。6.延伸產品知覺品質對品牌延伸績效有顯著正向影響。7.知覺風險對品牌延伸績效有顯著負向影響。

並列摘要


As a result of environment changing rapidly and violent competition, therefore, the enterprise how to sale their extendable prodcts and sustain competitive advantages,it become a important issue now. In the literature review, they all focus on the discussion of factors of brand attributes or country of origin and fit of brand extension how to affect the effect of brand extension. Therefore, this study integrate these antecedents including brand attributes、country of origin and fit of brand extension,besides,to accede to another factor of service intensiveness.On the other hand, to discuss the relationships among perceived quality of extendable product、brand extension performance and the moderating effect of perceived risk. This study attempted to build up the research framework. The research body choose students and graduate students form universities in the country. I provide 640 copies of questionnaires, 398 effective copies are retrieved and effective is 62.18%. and then, I use linear structure as analysis tools. After LISREL analysis, the conclusions indicate that 1. Brand attributes has a positive impact on perceived quality of extendable product.2. Fit of brand extension has a positive impact on perceived quality of extendable product.3. Country of origin has a positive impact on perceived quality of extendable product.4. Service intensiveness has a positive impact on perceived quality of extendable product.5.Target orientation fit has a positive impact on perceived quality of extendable product.6. Perceived quality of extendable product has a positive impact on brand extension performance.7.Perceived risk has a negative impact on brand extension performance.

參考文獻


Jamal, A. & Naser, N. (2003). Factors Influencing Customer Satisfaction in
Associations and Affect on Brand Extension Evaluation. Journal of
林俊昇,2006,原品牌態度與延伸契合度對休閒農場品牌延伸評價與
賴士葆,1989,研究發展、行銷互動與新產品發展績效相關之研究,
Alexander, L. B. & Associates, L. (1992). How Brand Image Drives Brand

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