範例類比論在品牌延伸策略應用

CASE-BASED REMINDING IN CONSUMER EVALUATIONS OF BRAND EXTENSION

朱家賢(Chia-Hsien Chu)

指導教授 ： 沈永正

共同指導教授 ： 別蓮蒂(Lien-ti Bei)

元智大學/管理學院/管理研究所/博士(2008年)

摘要

本研究分為三個實驗，實驗一由參考資訊範例類比的角度切入，探究參考範例品牌與原品牌之間的相似性概念是否有助於提升消費者對於品牌延伸態度的判斷。研究目的在於驗証提示與原品牌特質相似的範例，讓消費者進行類比推理時的正向效果，並於研究中加入延伸產品類別相關度，區分為高、中、低度三個相關層次，作為干擾變數探討。
研究結果發現提供消費者一個與原品牌特質相似且既存於新延伸產品類別中的品牌，作為消費者類比推理的範例，以藉此判斷新的品牌延伸標的物之契合度時，的確可以增加消費者對於品牌延伸的認知契合度及市場接受度。而此效果在中度相關之產品類別顯著大於高度及低度相關之產品類別。
實驗二進ㄧ步構思相關變數的控制方案，解決實驗ㄧ研究限制中之諸多干擾因素。實驗三再運用不同於實驗二之方法來強化本研究所得結果。總結，藉由本研究論點及研究結果，可以彌補過去研究侷限與實務應用的缺口。

關鍵字

範例提示、品牌延伸、相似性、類比歸因

並列摘要

Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be elevated by reminding consumers of a similar brand in the extension category. This effect is derived from the brand-to-brand similarity, in addition to the product-to-product and brand-to-product similarity in prior literature.
Experiment 1 explores the idea that the effect of similar case reminders is most pronounced in moderately similar extensions than in highly similar or highly dissimilar extensions due to schema congruity.
Experiment 2 and 3 follow the concept of case-based reminding and further eliminates a confounding explanation of instantaneous learning in the advertisement setup of Experiment 1. Experiment 2 and 3 also address the issue of levels of similarity (i.e. product-to- product, brand-to-product, and brand-to-brand similarity) as a source of consumers’ evaluations on a brand extension.

並列關鍵字

Case-based reminding, brand extension, similarity, analogical reasoning

參考文獻

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2.別蓮蒂 (2003b)，「企業品牌傘策略之企業名稱背書效果」，管理學報，第二十卷。

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