服務業品牌延伸跨越至製造業消費性市場之影響探討

本研究利用線性結構關係模式，整合探討知覺風險、知覺契合度、品牌認同感對品牌評價的影響。然後再以服務密切度和產品價值做爲干擾變數，進一步探討對於上述購面間線性關係之干擾。研究結果發現：(1)知覺風險不會負向影響母品牌和延伸產品的評價；(2)知覺契合度會正向且顯著影響母品牌和延伸產品的評價；(3)品牌認同感會正向且顯著影響母品牌和延伸產品的評價；(4)當服務密切度越高，知覺契合度對於母品牌和延伸產品評價正向的影響力將受到削弱；(5)當服務密切度越高，品牌認同感對於母品牌和延伸產品評價正向的影響力將受到強化。管理意涵和建議提供給管理實務界和後續研究者參考。

關鍵字

服務密切度；知覺風險；知覺契合度；品牌認同感；品牌評價

並列摘要

Brand extensions- the use of a brand name established in one product class to enter another product class-have been at the core of strategic growth for many companies. The Structural Equation Modeling (SEM) was employed for testing the postulated causal model. The empirical results show that (1) perceived risk has a significant positive effect on both the parent brand and the extension evaluations; (2) brand commitment has a significant positive effect on both the parent brand and the extension evaluations; (3) the impacts of perceived risk and brand commitment on the parent brand and the extension evaluations will be moderated by service intensiveness. The managerial implications for marketing mangers and limitations are discussed.

並列關鍵字

service intensiveness ； perceived risk ； brand commitment ； brand evaluation

參考文獻

Kotler , P.(1998).Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan, Marketing management.New Jersey:Prentice-Hall.

Google Scholar

Tang, Y.C.,Liou, F. M.,Peng, S. Y.(2008).B2B brand extension to the B2C market -The case of the ICT industry in Taiwan.Brand Management.15(6),399-411.

Google Scholar

Keller, K. L.(2001).Strategic Brand Management (2th ed.).NJ:Prentice-Hall.

Google Scholar

Bhat, S.,Reddy, S. K.(2001).The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation.Journal of Business Research.53,111-122.