產品屬性類型在品牌延伸上的不對稱影響

黃瑞蘋

指導教授 ： 沈永正 ； 蘇婉如

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

本研究以知識移轉的觀點來看品牌延伸的問題，主要研究當品牌延伸至相似的延伸產品時，以功能屬性的知識移轉為主，此時，形象屬性扮演的角色為何？而當品牌延伸至不相似的延伸產品時，以形象屬性的知識移轉為主，此時功能屬性扮演的角色為何？研究發現：當品牌延伸至相似的延伸產品時，此時雖以功能屬性的知識移轉為主，但形象屬性對品牌延伸評價仍有正面影響，且不限功能屬性的好壞；相反地，當品牌延伸至不相似的延伸產品時，好的功能屬性郤限制品牌延伸至不相似的產品類別，但僅限於核心產品同時擁有好的功能屬性與好的形象屬性時，若核心產品擁有不好的形象屬性，此時，好的功能屬性與不好的功能屬性，其品牌延伸評價並無差異。因此，形象屬性對於相似的延伸產品有正面的影響，但功能屬性對於不相似的延伸產品卻有負面影響，以知識移轉的觀點來看，功能屬性與形象屬性的影響是不對稱的。

關鍵字

產品屬性 ； 品牌延伸

並列摘要

The present article explores attribute knowledge transfer in brand extension. The purpose of the present study is to investigate the role of functional attributes of the core brand in dissimilar extension in which the majority of knowledge transfer is image-based, and the role of image attributes of the core brand in similar extension in which the major knowledge transfer is function-based. First the distinction between functional vs. image attributes is made, followed by the discussion of the roles of extension distance and perceived fit. It is found that in a similar extension in which there is more functional information transfer than image transfer, a good image of the core brand can also help the extension evaluation, and this happens when both the core brand functions are positive as well as negative. In contrast, in a dissimilar extension in which there is more image information transfer than function information transfer, a good function of the core brand would actually dampen the extension evaluation, but this effect only happens with positive image. When the image of the core brand is negative, positive and negative functions of the core brand lead to similar extension evaluations. The difference in domain specificity of function and image attributes is employed to explain this asymmetric effect of function and image attribute knowledge transfer in brand extension. Academic and managerial implications of this asymmetric effect of function vs. image information in dissimilar vs. similar extensions are discussed.

並列關鍵字

attribute ； brand extension

參考文獻

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