不同心態下品牌延伸策略及品牌定位對消費者品牌延伸評價之影響

The impact of brand extension strategy and brand positioning on consumers' evaluation of brand extension under different mindsets

曾絲敏(Tseng Szu-Ming)

指導教授 ： 邱志聖

國立政治大學/商學院/國際經營與貿易學系/碩士(2022年)

https://doi.org/10.6814/NCCU202200576

摘要

品牌延伸已成為大多數企業推出新產品的重要策略，其利用公司過往在市
場中所建立的品牌資產，以提升消費者對於延伸產品之接受度並降低新產品導入之風險。而不同之品牌架構與延伸策略各有優點與風險，要如何選擇品牌策略以獲得消費者青睞?而哪些因素會影響消費者對於品牌延伸的評價?皆是企業所需關注的重要議題。
本研究在文獻回顧中探討多個影響品牌延伸成功的因素，而實驗變數選擇 聚焦於消費者層面之差異-內隱理論之心態取向對於不同延伸策略之品牌延伸評 價的影響，並進一步探討高階或平價定位之品牌企業是否會產生不同之交互作 用。此外，本研究參考過往之內隱理論研究，嘗試透過操縱方法將消費者誘導 至不同心態，以確認消費者心態之可塑性。因此本研究以 2(定型心態及成長 心態)x2(單品牌策略及多品牌策略)x2(高階定位及平價定位)進行實驗設 計，探討三個變數對於品牌延伸評價之影響，其中包含對品牌的態度、信任程 度、感知質量以及品牌延伸契合度的看法，期望為企業品牌延伸與策略管理提供新的視角。
最終本研究在假設推論中獲得部分驗證:定型心態消費者對於多品牌策略 之延伸評價較高、成長心態消費者則可能對於單品牌策略表現出相關偏好。品 牌定位與消費者心態之交互作用較小，較適合作為一個獨立的變數進行品牌策 略的研究。而本研究心態操縱的成功則證明了消費者心態之可塑性，提供管理 者一個新的可控變數，有助于增加品牌延伸成功的機率。

關鍵字

內隱理論 ； 定型心態 ； 成長心態 ； 品牌延伸策略 ； 單品牌策略 ； 多品牌策略 ； 品牌延伸評價

並列摘要

Brand extensions have become an important strategy for most companies to launch new products. They use the brand equity that companies have built in the market to enhance consumer acceptance of the extended products and reduce the risk of new product introduction. Different brand structures and extension strategies have their own advantages and risks, how to choose a brand strategy to gain consumers' favor? What factors will affect consumers' evaluation of brand extensions？both are important issues that companies need to pay attention to.
In this study, we explore several factors that influence the success of brand extensions in the literature review and focus on the impact of consumer-level differences - the implicit theory of mind orientation on the evaluation of brand extensions with different extension strategies, and further investigate whether there are different interactions between companies with high-end or affordable positioning. In addition, this study makes reference to previous research on implicit theory and attempts to induce consumers to different mindsets through manipulation methods in order to confirm the plasticity of consumer mindsets. Therefore, this study uses 2 (fixed mindset and growth mindset) x 2 (single-brand strategy and multi-brand strategy) x 2 (high-end positioning and affordable positioning) to investigate the effects of three variables on the evaluation of brand extension, including attitude, trust, perceived quality, and brand extension fit, in the hope of providing new perspectives for brand extension and strategy management.
In the end, the study was partially validated by hypothesis inference: fixed mindset consumers have higher evaluations of multi-brand strategy extensions, while growth-minded consumers may show a preference for single-brand strategy, and the interaction between brand positioning and consumer mindset is smaller, making it more suitable for brand strategy research as an independent variable. The success of this study's mindset manipulation demonstrates the plasticity of consumer mindset, providing managers with a new controllable variable that can help improve the probability of successful brand extensions.

並列關鍵字

Implicit theory ； Fixed mindset ； Growth mindset ； Brand extension strategy ； Single brand strategy ； Multi-brand strategy ； Brand extension evaluation

參考文獻

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