品牌延伸效果之創新判定

The Effect of Existent Brand On The Judgment of Innovation

貢溫蒂(Wendy Esther Gonzales Aspiazu)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/科技管理研究所/碩士(2006年)

https://doi.org/10.6843/NTHU.2006.00200

摘要

ABSTRACT

This study provides an empirical explanation of how judgments of innovative (radical or incremental) products can be influenced by the existent brand. Every time a new brand or an existent brand introduces a new product to the market, what is going to make the new product successful may be mostly directed to how innovative the new product will be and how target market’s demand is better satisfied by the additional value delivered by the innovative products. However, for a well established brand with strong brand images, consumers’ attitude toward innovative products may be as well shadowed by the retrieved brand image.

In this study, the potential influences of the existent brand on innovative products are examined with the effect of existent brand on consumers’ evaluations of innovative products. A theoretical framework proposed in dimensional range overlap model has been applied in the explanation that may be associated with the effect of existent brand on consumers’ evaluations of innovative products two studies have been conducted to investigate how people's judgments on incremental as well as radical innovations may be affected by the existent brands.

關鍵字

漸進式創新產品 ； 躍進式創新產品 ； 判定目標 ； 品牌

並列摘要

無資料

並列關鍵字

Incremental innovative product ； Radical innovative product ； Judged target ； Brand

參考文獻

Hsiao, C., Chien, Y., 2004. On the Biasing Judgment of Innovation: Context Effect of Existent Brand. Taiwan Academy Journal of Management 4 (1) p.313-332.

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