延伸相似度與品牌寬度對品牌延伸評價之影響：產品技術的干擾效果之探討

The influence of similarity and brand breadth on the brand extention evaluation: the study of interfering effect on product technology.

汪素虹(Su-Hong Uang)

指導教授 ： 沈永正

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

本研究之目的在於了解品牌延伸時，品牌寬度與延伸產品技術對品牌延伸的影響為何。在品牌寬度中，本研究利用品牌寬度的概念區分品牌寬度為窄品牌與寬品牌兩種類別，所謂的窄品牌為此品牌下的產品類別較少，而寬品牌則為此品牌下的產品類別較多樣化。在許多文獻中提到品牌延伸中，原產品與延伸產品相似性之相似性是影響品牌延伸很重要的因素，因此本研究欲了解在品牌寬度的不同下延伸至高、低相似度時，其品牌延伸效果如何。除此之外，本研究也針對延伸產品技術程度上加以探討。
本研究結果顯示，窄品牌延伸至低技術層級產品時，其產生的品牌延伸評價高於延伸至高技術層級產品；而當寬品牌延伸至高技術層級產品時，其產生的品牌延伸評價高於延伸至低技術層級產品。而加入相似度此一變數時，在窄品牌上延伸至高技術層級產品在高、低延伸產品相似度上的變動幅度大於延伸至低技術層級產品；而在寬品牌上延伸至低技術層級產品在高、低延伸產品相似度上的變動幅度小於延伸至低技術層級產品。

關鍵字

品牌延伸 ； 產品延伸相似性 ； 品牌寬度 ； 延伸產品技術

並列摘要

The objective of this research is to recognize the influence of brand extension between brand extension, brand breadth and the extended of product technology. In the brand breadth section, this research is utilizing the concept of brand breadth. There are two concepts of brand breadth, narrow brand breadth and wide brand breadth. The narrow brand breadth means the product category is very low. However, the product category of wide brand breadth is more variety. In numerous of reports had been mentioned that the most important factor of brand extension is the similarity between original product and brand similarity. This research is going to recognize the effect upon the brand extension of both higher extension and lower extension. Furthermore, this research also discusses some product technology issues.
This research shows the narrow brand breadth with the lower technology, it’s evaluation of brand extension is higher than higher technology. And when wide brand breadth with the higher technology, it’s evaluation of brand extension is higher than lower technology. Then plus a factor-similarity, for a narrow brand, the difference in the perceived fit between the high and low similarity extensions is higher with the higher technology product than with the lower technology product, and for a wide brand, the difference in the perceived fit between the high and low similarity extensions is lower with the higher technology product than with the lower technology product.

並列關鍵字

brand extension ； brand similarity ； brand breadth ； product technology

參考文獻

林婉臻(2003)，「產品品質變異程度、技術可移轉性及訊息順序對延伸產品評價之影響--訊息處理過程」，台灣大學商學研究所

別蓮蒂(2003)，「消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響」，台灣管理學刊，第三卷第二期

莊惠閔(2003)，「產品技術層級、技術相似性，與來源國形象對品牌延伸評價的影響」，成功大學企業管理學研究所

Aaker, D. A. D. L. K. (1990). Consumer evaluations of brand extensions. Journal of Marketing Research, 54 (January), 27-41.

Atuahene-Gima,K.(1992). Inward technology licensing as an alternative to internal R&D in new product development: a conceptual framework. Journal of Product Innovation Management, 9, 156-167