消費者對品牌反向延伸效果之評價

品牌反向延伸（Brand counterextensions）是當甲產品類別的品牌A延伸進入乙產品類別時，乙產品類別的品牌B也延伸進入甲產品類別，這是一種新的反饋效果概念，只是過去的反饋效果是來自本身的延伸成效，而品牌反向延伸則是藉由其他競爭者的延伸成效反饋過來的。本研究欲探討在品牌正向延伸成功或失敗的情況下，其反向延伸的評價是否有所差異？品牌正向延伸經驗在不同產品類別相似性的延伸下，其反向延伸的效果是否有所不同？廣告的有無是否會影響品牌反向延伸的評價？研究結果顯示，品牌正向延伸成敗經驗，對品牌反向延伸的效果有顯著的差異；在品牌正向延伸成功的情況下，產品類別相似性的遠近對品牌反向延伸效果也有顯著的差異。若是反向延伸採用有廣告其評價高於反向延伸無廣告的評價。

關鍵字

品牌正向延伸；品牌反向延伸；產品類別相似性；廣告

並列摘要

A counterextension is a brand extension that is launched into Category A by Brand 2/Manufacturer 2 that belongs to Category B in a reciprocal direction to a launch of a previous extension into Category B by Brand 1/Manufacturer 1 that belongs to Category A. The purpose of our study is to explore the effect of prior extension’s successful or failure, product feature similarity, and advertising on brand counterextensions. The results indicate that when the prior extension is successful, the consumer evaluation on counterextension is better than which is a failure. When the product similarity between Categories A and B is higher, it also can get a better consumer evaluation on counterextension. And customers evaluate a counterextension more favorably when the extension adverting is used.

並列關鍵字

brand extension ； brand counterextension ； product feature similarity ； advertising

國際替代計量

消費者對品牌反向延伸效果之評價

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