知覺品質、契合度與調節焦點對品牌延伸評價的影響

The effect of perceived quality,fit, and regulatory focus on brand extension evaluation

胡其華(Chi-Hua Hu)

指導教授 ： 盧龍泉

國立中正大學/管理學院/企業管理學系/碩士(2012年)

摘要

在現今極度競爭的環境中，許多公司依賴在市場持續地導入新產品來迎合不斷改變的消費者需求和偏好。但此一策略並不是毫無風險的。品牌延伸，利用既有的品牌名稱使用到新產品類別，對許多公司而言是一種降低新產品失敗風險的策略。先前研究顯示，母品牌的知覺品質和契合度(母品牌與延伸產品間)，是品牌延伸成功相當重要的兩個因子(Bottomley and Holden, 2001)。近來調節焦點則被認為是契合度對品牌延伸評價的調節因子(Yeo and Park, 2006)。然而，就我們所知調節焦點在品牌延伸的研究中仍相當有限。尚未有人將調節焦點，與知覺品質和契合度這兩個重要因子放在一起研究。
本研究以廣泛被應用的Aaker and Keller (1990)品牌延伸評價模式為基礎，同時將調節焦點(促進/預防焦點)的影響納入考量，探討知覺品質、契合度、知覺困難度、調節焦點這些因子對於品牌延伸評價的影響。研究結果顯示：
1.知覺品質和契合度都會正面影響消費者對於品牌延伸的評價。
2.調節焦點(促進vs.預防焦點)明顯地會影響品牌延伸評價。當契合度低時，預防焦點消費者與促進焦點消費者間對於品牌延伸評價會有差異，預防焦點消費者對於品牌延伸的評價會低於促進焦點消費者。
3.促進焦點與預防焦點消費者間，在低契合度品牌延伸時的品牌延伸評價差異會隨著契合度提高而縮小。

關鍵字

品牌延伸評價 ； 知覺品質 ； 契合度 ； 調節焦點

並列摘要

In today’s intense competitive environment, many companies are relying on constantly launching new products in the market to meet constantly changing consumers’ needs and preferences. But this strategy is proven not without risk. A brand extension, leveraging existing brand names to new product categories is one such strategy for companies to reduce the risk of new product failures.However, prior research show that the quality of the parent brand and the fit between the parent brand and extension product are two highly important brand extension success factors (Bottomley and Holden, 2001). Recently, regulatory focus has been identified as moderator for the effect of fit on evaluations of brand extensions (Yeo and Park, 2006). Nonetheless, our understanding of regulatory focus in brand extension research is limited. The effect of regulatory focus and the two important factors (perceived quality and fit) has not been studied simultaneously by anyone.
The study is primarily base on the wide acceptance of Aaker and Keller’s (1990) brand extension evaluation model and consider the effect of regulatory focus(promotion vs. prevention focus) to explore how perceived quality, perceived fit, perceived difficulty, and regulatory focus effect evaluations of brand extensions. The results of the study show that: First, both perceived quality and fit have direct positive effects on consumer evaluations of extensions. Second, regulatory focus (promotion vs. prevention focus) significantly effect evaluations of brand extension.When the fit is low, the difference of evaluations of brand extensions will emerge between prevention-focused consumers and promotion-focused consumers. The evaluations of brand extensions for prevention-focused consumers will be lower than promotion-focused consumers. Third, when the fit between parent brand and extension product increase gradually, the difference of evaluation of brand extensions between prevention-focused consumers and promotion -focused consumers at low fit will decease.

並列關鍵字

Brand extension evaluation ； perceived quality ； fit ； regulatory focus

參考文獻

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