產品涉入度高低對品牌延伸效果差異分析

The Differences Analysis of Product Involvement to Brand Extension

徐怡(Yi Hsu) ； 徐立偉(Li-Wei Hsu)

《Journal of Data Analysis》 1卷1期 (2006/02) Pp. 166-184

https://doi.org/10.6338/JDA.200602_1(1).0010

摘要

本研究分別比較高低涉入度各種不同母品牌產品的延伸測試來增加模式的一般化能力並進行高低涉入度產品品牌延伸效果差異性分析。研究結果發現消費者對高涉入度產品母品牌的認知會比低涉入產品母品牌的認知更能正向影響其對延伸品牌的認知。高涉入度產品消費者對母品牌的態度會正向影響到消費者對延伸品牌的態度大於低涉入度產品消費者對母品牌的態度會正向影響到消費者對延伸品牌的態度。高涉入度產品消費者對延伸品牌的認知會正向影響對延伸品牌的態度大於低涉入度產品消費者對延伸品牌的認知會正向影響對延伸品牌的態度。高涉入度產品消費者對延伸品牌的態度會正向影響消費者對延伸品牌的購買意願大於低涉入度產品消費者對延伸品牌的態度會正向影響消費者對延伸品牌的購買意願。低涉入產品延伸品牌廣告態度正向影響其對於延伸品牌的態度大於高涉入產品延伸品牌廣告態度正向影響其對於延伸品牌的態度。研究結果顯示廣告對於低涉入度延伸品牌產品的影響高過高涉入度延伸品牌產品。本研究並提出對行銷業者及研究人員建議。

關鍵字

產品涉入度 ； 品牌延伸 ； 品牌認知 ； 品牌態度 ； 廣告認知 ； 廣告態度 ； 購買意願

並列摘要

This study compared the differences between the levels of high and low product involvement to brand extension. The results indicate high involvement product with stronger influence than low involvement product in the cognition of parent brand impact on the cognition of extended brand. The attitude to parent brand more positive influence on extended brand of high involvement product than low one. The cognition of extended brand more significantly influence on the attitude of extended brand on high involvement than lower one. The purchasing intention of extended brand is more significant influenced by the attitude of extended brand in high involvement product than the low one. The influence of extended brand advertising on extend brand attitude is more significant in low involvement product than the high one. The influence of advertising on parent brand to extended brand is stronger in low involvement product than the high one. Finally, the study proposes the suggestion for Marketing personnel and Marketing researchers.

並列關鍵字

Product Involvement ； Brand Extension ； Brand Cognition ； Brand Attitude ； Advertising Cognition ； Advertising Attitude ； Purchasing Intention

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