產品契合度與品牌特質聯想對品牌延伸效果的影響

The Effects of Product Fitness and Brand Specific Association on Brand Extension

別蓮蒂(Lien-Ti Bei)

《管理評論》 22卷2期 (2003/04) Pp. 87-109

https://doi.org/10.6656/MR.2003.22.2.CHI.87

摘要

本研究自消費者的角度，探討產品契合度與品牌特質聯想對品牌延伸的影響，進行真實品脾之虛擬延伸的實驗。經過三次前測選擇適合實驗的品牌與延伸產品後，以皮鞋、珠寶、牛仔褲、行動電話分別代表與Swatch與Rolex延伸契合度高低不同的產品。研究首先由183位大學生回答無廣告的品牌延伸問卷，並進行品牌自由聯想，萃取出品牌特質聯想後擬成廣告詞，再由550位大學生評估不同品牌特質訴求量的平面廣告。結果顯示，產品契合度與廣告輔助均有助於延伸產品的接受度，而廣告效果在低契合度的延伸時比高契合度時更為明顯；此外，當品牌特質訴求量逐漸增加時，消費者對延伸產品的接受度與廣告的態度亦趨正面，且原產品與延伸產品間的契合度不再有影響。本研究建議廠商善用品牌聯想，以拓展延伸產品的類別，並且可提高品牌延伸成功的可能性。

關鍵字

品牌延伸 ； 產品契合度 ； 品牌特質聯想 ； 品牌聯想

並列摘要

This study examines the effects of product category fitness and brand specific association on brand extension. Product category fitness and brand specific association of Swatch and Rolex are determined by three pretests. Four levels of advertising appeals based upon the brand specific association are conducted in print ads of shoes, jeans, jewels, and mobile phones branded as Swatch and Rolex. The results of 733 college students show that the effect of advertisement is stronger when products are not fit than fit. Also, consumers are more likely to accept the extended products when the amount of brand specific appeals increases. It is suggested to brand managers that brand association can be applied on brand extension to lift the acceptability of extended products.

並列關鍵字

Brand Extensions ； Product Fitness ； Brand Specific Association ； and Brand Association

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