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題 名 | 品牌形象契合度及產品屬性契合度對消費者購買延伸產品意願之研究=A Study of the Relationship between Brand Extension and Consumer Purchasing Intention |
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作 者 | 周文賢; 楊明璧; 賴曉慧; | 書刊名 | 交大管理學報 |
卷 期 | 25:1 2005.06[民94.06] |
頁 次 | 頁97-122 |
分類號 | 496.1 |
關鍵詞 | 品牌延伸; 產品契合度; 消費者購買意願; Brand extension; Degree of product fit; Consumer purchasing intention; |
語 文 | 中文(Chinese) |
中文摘要 | 為了降低推出新產品的成本,及避免品牌失入的風險,越來越多的企業採用口牌延伸的方式來達到新產品成功上市的目的。本研究擬探討品牌延伸對消費者偏好及購買意願之影響,找出品牌延伸的成功關鍵因心,並探討品牌延伸績效與人文變數之關係,以提 供擬定行銷策略之思考方向。我們引用Bhat和Reddy(2001)所發展的品牌延伸評估模,並採用線性結構關係(LISREL)及單因子多變量變異數(1-Way MANOVA)等統計方法,重新驗證他們所提的八個研究假設,結果發現八個研究假說皆成立;這和他們的研究結有多項不同。另外發,品牌延伸之關鏈構面為產品種類契合度與品牌形象契合度,以及尊貴性品牌從事品牌延伸可獲取較大之效益之結論。在探討品牌延伸績效與人文變數之關係方面,我們發現用以區隔市場的文人變數裡,以職業最適合用以區隔鐘延伸市場。 |
英文摘要 | In order to increase the successful rate and to reduce the cost and risk of introducing new products, an increasing number of companies have tried to use the strategy of brand extension. This research is trying to test the influences of brand extension on purchase intention of the extended products, and to figure out the key successful factors of new production extension. We also are trying to find out the relationship between demographical factors and extension performance. The evaluation model of brand extension that developed by Bhat and Reddy (2001) is adopted in this study, and the eight hypotheses proposed in their paper are tested by using LISREL and 1-Way MANOVA. Our findings support all eight hypotheses, which is different form their conclusion. We also find that parent brand attribute and image fit play important roles in the success of brand extension. Besides, the effectiveness of brand extension is most prominent for prestigious products. At the end, we also suggest that the most suitable variable segmenting watch market is job category. |
本系統中英文摘要資訊取自各篇刊載內容。