This research studies effects of extended products introduced by the press and the dominance of the parent brand on the attitude toward parent brand. Experimental results indicate that, compared to the time that no extended product exists, brand extensions of high fit significantly enhance readers' brand attitude toward a newspaper. Brand extensions of low fit have significant negative reciprocal effects on brand attitude. In addition, brand dominance influences effects of extensions of good fit and effects of extensions of poor lit on consumers' parent brand attitude. This research suggests that newspapers should first consider the fit between extended products and brand image when the press introduces brand extensions. Poor extensions should be avoided and brand dominance should he enhanced to strengthen brand value.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。