產品類別延伸對品牌權益影響之研究:以來源國效應、品牌形象與產品契合度為干擾變數

The Effect of Category Extension on Brand Equity: Country of Origin Effect, Brand Image and Product Fitness as Moderators

蔡孟樺(Meng-Hwa Tsai)

指導教授 ： 陳厚銘

國立臺灣大學/管理學院/國際企業學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02857

摘要

在國內許多產業紛紛外移、內部市場萎縮的同時，台灣現煮咖啡產業從本土的丹堤咖啡、統一集團引進美國星巴克咖啡、85度C平價現煮咖啡的概念迅速竄紅、City Café改寫了現煮咖啡的通路…等，咖啡連鎖業者在市場上如火如荼的佈點發展。

然而，業者面對咖啡連鎖門市一家一家的開、國內外競爭對手一個一個的出現，開始思考放慢展店速度，從過去積極的擴張佈點到回歸內部的經營，著手於進行品牌延伸策略，延用原品牌的知名度和良好的形象，增加消費者對於新產品的接受度，並節省建立新品牌的成本，滿足消費者更多的需求。本研究針對企業進行產品類別延伸，利用品牌形象的一致性和既有產品類別連結性兩個構面分別作探討，驗證不同的契合程度影響成敗之於品牌權益的關係，並進一步驗證品牌形象和來源國效應在不同程度的產品類別延伸中對於品牌權益的影響，研究結果如下:

1. 與品牌形象契合度較高的產品類別延伸，相較於與品牌形象契合度較低的產品類別延伸，前者的成敗之於品牌權益具有加乘效果。
2. 進行同一類型的產品類別延伸時，品牌形象較高的品牌，相較於品牌形象較低的品牌，前者的成敗之於品牌權益具有加乘效果。
3. 與既有產品類別契合度較高的在地化產品類別延伸，相較於與既有產品類別契合度較低的在地化產品類別延伸，前者的成敗之於品牌權益具有加乘效果。

關鍵字

品牌延伸 ； 品牌權益 ； 產品契合度 ； 品牌形象 ； 來源國效應

並列摘要

While lots of domestic industries are moving out, and the internal market is in a recess, the coffee industry including the local coffee shop, Dante, American Starbucks licensed to the Uni-President, the popularity of concept of parity coffee by 85 C, the new way of freshly boiled coffee rewritten by City Café etc.. They all are developing their distribution in the market so quickly and fiercely.

However, when those coffee chain stores open continually , and the domestic and international competitors show up one after another, these great coffee companies begin thinking to slow down the pace of opening new shops, from the past positive expansion to look back internal management, set up the brand extending tactics, continue to use the popularity and good image of the original brand, increase the acceptance when consumers facing the new products, save up the cost of the new brand, and meet consumer's more and more demands. This research carries on the extension of product category, and discussed by utilizing two aspects, the consistency of the brand image and existing products fitness respectively. To prove the different consistency with the relation to the rights and interests of the brand will influence the success and failure, and further verify the influence on the rights and interests of the brand in the products category in various levels brand image and country-of-origin effect, the result of study is as follows:

1. The higher consistency with the brand image to the extension of new products will be more likely to success on the rights and interests of the brand compared to the products with lower consistency with the brand image.
2. When the products doing the extension of the same type of product, the brand with better brand image, will be more likely to success compared to the brand with lower brand image.
3. The extension of the localized products with higher consistency to the existing product category will be more likely to success on the rights and interests of the brand compared to the products with lower consistency with the existing product category.

並列關鍵字

Brand Extension ； Brand Equity ； Category Fitness ； Brand Image ； COO Effect

參考文獻

李政道. 2006. 以消費者認知價格差異衡量品牌權益之研究. 國立臺灣大學管理學院國際企業學研究所 碩士論文.

林正士. 2006. 來源國與廣告內容聯想及品牌定位不一致之廣告效果. 國立臺灣大學商學研究所 博士論文.

劉增祥. 2007. 通路與通路品牌之創新策略. 國立臺灣大學管理學院碩士專班商學組 碩士論文.

薛俊宏. 2006. 消費者人格特質對品牌延伸評估之干擾效果. 國立臺灣大學管理學院國際企業學研究所 碩士論文.

林志鴻. 2009. 產品來源國形象對品牌忠誠度之影響—以某日本品牌為例. 國立中興大學高階經理人班 碩士論文.