延伸相似度對品牌延伸評估之影響：訊息形式與知覺契合度之角色

The Effects of Extension Similarity on Brand Extension Evaluation: The Role of Signal Types and Perceived Fit

林少龍(Shao-Lung Lin) ； 蔡明忠(Ming-Jung Tsai)

《文大商管學報》 9卷2期 (2004/10) Pp. 29-49

https://doi.org/10.30163/BR.200410.0002

摘要

本研究以訊息形式（母品牌線索、延伸產品訊息）為干擾變項，以知覺契合度為中介變項，探討延伸相似度與品牌延伸評估之關係。本研究採用實驗法，包括兩次預試及一次正式實驗。實驗設計採用4（訊息形式）×2（延伸相似度）之組間因子設計。實驗結果顯示訊息形式會影響消費者知覺契合度，而以僅提供母品牌線索的影響最大。訊息形式並未干擾延伸相似度與知覺契合度的關係；延伸相似度則完全透過知覺契合度影響品牌延伸評估。作者討論研究發現在理論以及管理實務上的意涵。

關鍵字

母品牌線索 ； 延伸產品訊息 ； 知覺契合度 ； 品牌延伸評估

並列摘要

This study proposed signal type (parent brands cue and brand extension information) as a moderator and perceived fit as an intervening variable to explore the relationship between extension similarity and brand extension evaluation. The study employed the experimental method, including two steps of pretests and a final experiment. The experiment was a 4(signal types) × 2(similarity) between subject factor design. The results revealed that signal type affected perceived fit and the parent cue had the highest impact. The interactions between signal type and similarity did not influence perceived fit. Finally perceived fit was an intervening variable between the similarity and brand extension evaluation. The authors discussed the implications for theory and practices.

並列關鍵字

parent brand cue ； extension elaboration ； perceived fit ； extension evaluation

參考文獻

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