旗艦產品的品牌經驗對品牌延伸評價影響-以產品契合度作為調節變數

The Effect of Flagship Product's Brand Experience on Evaluation of Brand Extension- The Moderating Role of Product Fit

黎家如(Chia-Ru Li)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究在探討顧客對於特定品牌的旗艦產品經驗所延伸出來的新產品是否在旗艦產品以及新延伸出來的產品評價上會有差異，研究對象以小美品牌為例，並以問卷方式了解小美此品牌在顧客心中的旗艦產品為何，以及在小美此品牌所延伸出來的新產品中選出兩種產品，分別是高契合度及低契合度的產品做研究。此研究採用迴歸分析，來檢測產品契合度之高低，對旗艦產品的品牌經驗與品牌延伸評價之調節效果。研究結果發現旗旗艦產品的品牌經驗會正向影響延伸產品評價中的知覺品質與購買意願，而當產品契合度高時，在旗艦產品品牌經驗及品牌延伸評價會有正向調節效果；相反地，當產品契合度低時，在旗艦產品品牌經驗及品牌延伸評價會有反向調節效果。

關鍵字

Flagship Product ； Brand Experience ； Evaluation of Brand Extension ； Product Fit

並列摘要

This study explores whether the product evaluations between flagship product and the product of new extension from flagship product are different in customers‟ views. Can the brand experience of flagship product influence evaluations of brand extension? Object of this study is Hsiao-Mei, and we use the way of questionnaire to understand what the product from the consumers‟ point of view to associate with the parent brand name, and select two products of high and low fit to do study. We use regression analysis to detect that both the fit of high and low products showed up the adjustment effect between the flagship product of the brand experience and brand extension evaluation. The study results show that flagship product's brand experience will positively influence the evaluations of brand extension of perceived quality and purchase intention. Besides, when the product fit is high, flagship product's brand experiences can interact positively brand extension evaluations. On the contrary, when the product fit is low, flagship product's brand experiences can interact negatively brand extension evaluations.

並列關鍵字

旗艦產品 ； 品牌經驗 ； 品牌延伸評價 ； 產品契合度

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