品牌延伸突現屬性、契合度與品牌情感對品牌延伸評價的影響

The Impact of Brand Extensions Emergent Attributes, Fit and Brand Affect on Brand Extensions Evaluation

馬立翰(Li-Han Ma)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2008年)

https://doi.org/10.6841/NTUT.2008.00039

摘要

Tauber（1988）建議，一個品牌可以成功地延伸至對於該品牌來說是陌生的產品種類時，必須同時具備契合度（fit）與影響力（leverage）。雖然過去研究建議，對於品牌延伸的成功，必須在原品牌與品牌延伸之間達到一定程度的契合度；然而影響力的議題仍舊相對地未被探討。本研究首先針對品牌延伸相關之文獻進行探討，以瞭解理論架構之發展歷程。在回顧相關文獻之後，研究者依據Bristol（2002）所提出的觀點為主軸，採取驗證性的研究方法，同時以問卷調查的方式將各變數指標所得的訊息量化，透過多變量分析中的多元迴歸分析之概念，並利用SPSS 15.0與AMOS 7.0統計套裝軟體，驗證本研究在經過文獻探討後所提出的理論架構而獲得結論，亦即品牌延伸突現屬性、契合度與品牌情感因素，均可能對於消費者之品牌延伸評價造成正向之影響，而且突現屬性會因為契合度之高低差異而產生對品牌延伸評價之不同程度的影響。

關鍵字

突現屬性 ； 契合度 ； 品牌情感 ； 品牌延伸評價

並列摘要

Tauber（1988）suggested that a brand can be successfully extended into product categories new to the brand when it has both fit and leverage. Although past research has suggested the level of fit required for extension success, leverage has remained relatively unexplored. At first the researcher discuss the relevant documents of brand extension to find out about the development of the theory structure. So this study is based on the perspective that proposed by Bristol (2002). An empirical study was conducted to gain the emergent attributes of consumers. The results indicate that the brand extension emergent attributes, brand’s fit with the extension and brand affect appear to influence consumer’s evaluation toward brand extensions. Further, the influence of emergent attributes on brand extension evaluation increases as the brand’s fit with the extension decreases.

並列關鍵字

emergent attributes ； fit ； brand affect ； brand extensions evaluation

參考文獻

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