品牌體驗與產業契合度對服務業品牌延伸評價之影響

The Impact of Original Brand Experience and Experiential Fit on Brand Extension in Service Industry

田祖武(Tsu-Wu Tien) ； 莊雅涵(Ya-Han Chuang)

《行銷評論》 4卷3期 (2007/09) Pp. 311-337

https://doi.org/10.29931/MR.200709.0004

摘要

現今服務業領導品牌與消費者溝通、接觸的方式是建立起與消費者之間親密的體驗，並透過體驗來形成對於該品牌的品牌連結，以此進行品牌延伸策略。本研究探討當服務業藉由消費者體驗進行品牌延伸後，對於原服務產業品牌與延伸服務的影響。本研究將服務產業間技術層級差異視為控制變數，並經由兩項前測問卷的發放，篩檢主要服務產業、兩個延伸對象產業之母品牌；並以2（母品牌體驗強、弱）×2（服務產業體驗契合度高、低）受試者間因素實驗設計進行正式問卷施測，研究結果顯示，母品牌體驗對於延伸服務情感與延伸服務購買意圖具有顯著正向影響。且當原服務產業與延伸服務產業間體驗契合度高時，消費者過去對母品牌消費的體驗愈高會促使消費者對延伸產業產生情感與購買意圖；當體驗契合度低的情況下，母品牌體驗的效果不論強弱，皆無法對於消費者產生影響。即當母品牌體驗效果較強烈時，體驗契合度的相近將對消費者的延伸服務情感有加乘的效果。

關鍵字

體驗行銷 ； 品牌延伸 ； 服務業行銷

並列摘要

Service industry marketing today, has already connected customers by experiential marketing, and utilized it to produce linkage with enterprise's brand, moreover, proceeding the brand extension strategy. This study conferred the impacts of experiential fit against the original brands and the extension service. We regarded technology levels difference between two services industry as control variable. Two experimental pretest designs were used to choose the main service industry, two extension industries target, and two original brands. A 2 (original brand experience: Strong versus Weak)×2(industry experience fitness: High versus Low) between-subjects factorial design was employed. The questionnaire used Likert 5 Quality scale and measured the affection of customer behavior in extension service and extension service purchasing behavior. Further, this study explored the affection of original brand experience after purchasing extension service on the assumption about customers with positive or negatives experience. Results of this study showed that original brand experience cognition was observed to have significantly positive effects on affection and consumption intension of extension service. As industry experience fitness was high, affection and consumption intension of extension service increased with increasing original brand experience cognition. Original brand experience cognition was irrelevant to consumer while industry experience fitness was low. That is, good industry experience fitness can improve the affection of extension service and with better original brand experience cognition the effect can be reinforced.

並列關鍵字

Experiential Marketing ； Brand Extension ； Service Marketing

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