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題 名 | 品牌組成策略與產品涉入程度對品牌擴張效果影響之研究=A Study of the Effects of Ingredient Branding Strategies and Product Involvement on Brand Expansion |
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作 者 | 林陽助; 葉吳極; | 書刊名 | 商管科技季刊 |
卷 期 | 7:2 民95.06 |
頁 次 | 頁389-416 |
分類號 | 496.1 |
關鍵詞 | 品牌組成; 產品涉入; 品牌擴張; Ingredient branding; Product involvement; Brand expansion; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要探討在兩種不同的品牌擴張類型下,搭配不同的品牌組成策略會對組成品牌評價帶來什麼樣的效果。此外,產品涉入程度的差異所造成品牌組成策略的影響以及母品牌評價是否會受到組成品牌評價的影響而有所變化也是本研究欲探討之議題。本研究以多個品牌擴張為例,衡量消費者在接觸到不同的品牌組成策略後對於組成品牌的評價以及母品牌評價變化的改變。採取2(品牌擴張類型)X 2(品牌組成策略)實驗設計,涉入程度高低為平擾變數。研究結果發現,組成品牌的合進行因素分析。因素分析後所得到的構面與原先預期的相同,各問項與所屬因素構面之因素負荷量皆在0.5 以上且與次大均差距0.1 以上,表示該問項能解釋其所屬的因品牌評價與採用的品牌組成策略有顯著關係,除此之外品牌組成策略與品牌擴張類型也同時對組成品牌評價有交互作用影響。另外、低涉入的產品類別,其組成品牌評價較會受到品牌組成策略所影響,但同樣的情形並不見於高涉入產品類別。最後,母品牌評價會受到組成品牌評價的影響而有正向關係的變化。 |
英文摘要 | The purpose of the present study is to consider how consumers evaluate ingredient brand and host brand with different ingredient branding strategies in two brand expansion types. Besides, we also want to explore the influence of the product involvement on ingredient brand and the influence of the ingredient brand evaluation on host brand evaluation. This study uses several brand expansions as experimental factors. The experimental design involved a 2 (expansion type: slot-filler or new attribute) x 2 (ingredient branding strategies: self-branded or cobranded ingredient) mixed factorial experiment. The moderating variable is product involvement. The results indicate that ingredient branding strategies are significantly correlated with the ingredient brand evaluation. Moreover, the brand expansion type and ingredient branding strategies also have interaction effect on ingredient brand evaluation. Finally, the ingredient brand with low product involvement is significantly affected by different ingredient branding strategies, but this phenomenon is not seen in low involvement products. |
本系統中英文摘要資訊取自各篇刊載內容。