Study on Relationship between Adjacency Expansion of Core Product and Integrated Brand Value

核心產品相鄰擴張對整合品牌價值影響之研究

張光正(Samuel K.C. Chang) ； 呂鴻德(Horng-Der Leu) ； 舒瑞國(Judi-Kuo Shu)

《萬能商學學報》 19期 (2014/07) Pp. 223-238

摘要

過去幾年來，核心產品相鄰擴張對整合品牌價值影響之研究逐漸增多，但是較缺少資源特性觀點來探討。本研究承接先前對核心產品相鄰擴張對整合品牌價值影響之研究，並從不同角度加以探討，本研究認為：（1）當執行相鄰擴張策略時，其與核心產品的配合度愈高，則對品牌價值與長期股價會有正面影響。（2）當資源特性被高度支持時，則對品牌價值與長期股價會有正面影響。（3）當競爭環境趨緩時，則對品牌價值與長期股價會有正面影響。本研究亦探討管理意涵以及未來研究方向。

關鍵字

產品相鄰擴張 ； 資源特性 ； 品牌價值

並列摘要

Although the study of relationship between product expanding strategy and brand value is attracting attention increasing in recent research, it is still lacking of exploration for effects of resources attribution perspective. This study undertakes the previous studies to investigate the effects of relationship between product adjacency strategy and brand value in vary dimensions. We propose that (1) When implement adjacency expanding strategy associated with core product match level is high, it will positive influence the integrated brand value and the long term stock price. (2) When resource attribution is highly supported, it will positive influence the integrated brand value and the long term stock price, (3) When competitive environment change is low, it will positive influence the integrated brand value and long term stock price. The managerial implications and suggestions for future study are also discussed.

並列關鍵字

product adjacency expanding strategy ； resources attribution ； brand value