品牌延伸稀釋量表建構之發展

The Development of a Scale for Measuring Dilution Effects of Brand Extension

蔡瑤昇(Yau-Sheng Tsai) ； 呂文琴(Wen-Chin Lu) ； 林士超(Shih-Chao Lin)

《臺北科技大學學報》 43卷1期 (2010/06) Pp. 29-47

https://doi.org/10.29768/JNTUT.201006.0003

摘要

「品牌延伸」可獲得利益卻也存在著風險，過度的品牌延伸可能模糊品牌在消費者心中的特殊定位，而發生所謂的「品牌稀釋」(Brand Dilution)現象。因此，本研究將建構品牌延伸稀釋的量表，讓企業可以瞭解其品牌延伸的稀釋情形。
本研究透過深入訪談、團體訪談、文獻回顧與內容分析的方式獲得大量的資料，運用專家檢驗、探索性因素分析，將資料萃取及整理成五構面26題問項的量表，五構面分別為過度延伸、品牌態度、負向認知、信念不一致與價格／價值，再利用驗證性因素分析的方法來檢驗信度與效度，建立出一衡量品牌延伸稀釋的量表。

關鍵字

品牌延伸 ； 品牌稀釋 ； 量表發展

並列摘要

Brand extensions can gain profit but also run some risks. Over brand extensions can be blurred a brand which is called brand dilution. The study tries to develop a scale for measuring brand extension dilution. Firms may realize the real situation of their brand extension strategy by using the scale.
This study uses in-depth interview, group interview, literature review, and content analysis to gain more information and items. By using expert examination, exploratory factor analysis to extract five domains and twenty-six items for a multi-item scale. The five domains are over-extensions, brand attitude, negative extensions, beliefs inconsistence and price/value. And then, confirmatory factor analysis is employed to test reliability and validity to develop a scale for measuring dilution of brand extension.

並列關鍵字

Brand Extension ； Brand Dilution and Scale Development