自我建構對品牌延伸態度之影響

The Effect of Self-construal and Brand Extension Types on Consumers' Evaluations

李姿瑤(Tzu-Yao Lee)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.10518

摘要

本研究主要探討不同的消費者自我建構型態（self-construal），在面對不同類型的品牌延伸方式下（brand extension），對延伸產品之評價。根據過去的研究，自我建構型態（可分為獨立我與相依我）與調節焦點存在高度相關，「獨立我」強調自我的獨特性與自主性，較偏向促進型焦點；「相依我」強調個人與群體之間的關聯性，較偏向預防型焦點；同時過去研究亦指出調節焦點將影響消費者在不同品牌延伸方式下對延伸產品之評價（促進型焦點的消費者較喜愛功能相似的品牌延伸；預防型焦點的消費者則較喜愛類別相似的品牌延伸）。因此本研究以過去研究為基礎，進一步將自我建構型態與品牌延伸方式作為自變數，希冀探討兩者交互作用下對延伸產品評價之影響。

關鍵字

自我建構 ； 獨立我 ； 相依我 ； 品牌延伸 ； 功能相似 ； 類別相似

並列摘要

Self-construal classifies individuals into two categories: independent and interdependent. Previous research pointed out that self-construal may be a possible antecedent of regulatory focus: the independent may be more consistent with a promotion focus, while the interdependent may be more consistent with a prevention focus. Also, past research identified that regulatory focus moderates the impacts of brand extension evaluations: promotion-focused consumers favor benefit overlap extensions, when prevention-focus consumers favor category similarity extensions. Therefore, this research explores how self-construal may also moderates the relative impacts of benefit overlap (i.e., the consistency of core benefits provided by extensions) versus product category similarity (i.e., the similarity among product categories that include the extensions) on brand extension evaluations.

並列關鍵字

Self-construal ； Interdependent ； Independent ； Brand extensions ； Benefit overlap ； Product category similarity

參考文獻

Aaker, J. L., & Lee, A. Y. (2000). The pleasures and pains of distinct self- construals: the role of interdependence in regulatory focus. Journal of Personality and Social Psychology, 78, 1122-1134.

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