連續性品牌延伸評價研究---產品種類為例

THE EFFECT OF PRODUCT CATEGORY ON SUBSEQUENT BRAND EXTENSION

蔡欣倫(Sin-lun Tsai)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

本篇研究主要探討不同產品種類下連續性品牌延伸的表現，透過核心母品牌、中介延伸與後續延伸三者的互動關係下，消費者在初次或重複購買品牌延伸產品時，核心母品牌與延伸產品的經驗對於消費者的購買意願是否會有影響。
本研究利用產品種類來區分品牌的屬性，搜尋財為華碩為例，經驗財為安麗為例，信任財為國泰人壽為例做為品牌延伸評估的對象。
本研究得到以下結論:
1.核心母品牌及中介延伸的使用經驗會影響後續延伸
信任屬性對於核心母品牌忠誠度較高，在搜尋屬性方面，消費者的忠誠度較低。在重覆購買中介延伸及後續延伸卻不受核心母品牌與中介延伸的影響。
2.後續延伸與核心母品牌及中介延伸具有交互作用
從產品種類來看，在後續延伸對於核心母品牌的影響，最高是經驗屬性，其次是搜尋屬性，最後為信任屬性，在後續延伸對於中介延伸的影響上，最高是搜尋屬性，其次是經驗屬性，最後是信任屬性。

關鍵字

產品種類 ； 品牌延伸

並列摘要

This paper focus on that the sequential brand extensions with different product category, and gaining the reciprocal effects among the core parent brand , the intervening brand extension, and the subsequent brand extension to know the experience of the core parent brand and extended product whether they can effect the consumer purchase intention on trial or repeat.
The researcher uses the product category to distinguish the brand in the market: search-based product is Asus, experience-based product is Amway, credence-based product is Cathay Life Insurance, to be the subject of evaluations of brand extensions.
Based on the result of analysis, the researcher concludes as follows:
1. The core parent brand and intervening brand have come out to be significant in influencing purchase intensions of subsequent brand
Credence-based product is the highest of the trial purchase intention of the intervening brand with loyalty of the core parent brand, the second is experience-based product, and the last is search-based product. Search-based product is the highest of the trial purchase intention of the subsequent brand with purchase intention of the intervening brand, the second is experience-based product, and the last is credence-based product. Purchase intervening brand and subsequent brand more than once do not influent in the core parent brand and intervening brand.
2. Subsequent brand extension has a significant impact on choice of the intervening brand and the core parent brand.
Experience-based product is the highest of subsequent brand extension has a significant impact on choice of the subsequent brand, the second is search-based product and the last is credence-based product. Search -based product is the highest of subsequent brand extension has a significant impact on choice of the intervening brand, the second is experience -based product and the last is credence-based product.
Keywords: brand extension, product category

並列關鍵字

product category ； brand extension

參考文獻

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