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研究生:郭秉修
研究生(外文):Ping-Hsiu Kuo
論文名稱:產品延伸之宣告對於公司價值的影響
論文名稱(外文):The Impact of Preannouncement for Brand Extension on Firm Value
指導教授:蕭中強蕭中強引用關係
指導教授(外文):Chung-Chiang Hsiao
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:50
中文關鍵詞:Brand EquityBrand ExtensionEvaluationFirm ValuePreannouncement
外文關鍵詞:Brand EquityBrand ExtensionEvaluationFirm ValuePreannouncement
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Firm value is composed of two parts. One is tangible asset (e.g. equipments); the other is intangible assets (e.g. brands). Brand extension is used as a marketing strategy and its effect of brand equity is an important issue by prior researchers. The purpose of this study is to evaluate how brand extension creates firm value (financial equity). In this study, we seek to identify how the factors, that influence consumer evaluations of brand extensions, influence funds managers’ predictions of stock price at virtual scenarios of brand extensions. On the other hand, we would like to investigate whether the change of firm value is correspondent to the valence of consumers’ evaluation of brand extension.
Firm value is composed of two parts. One is tangible asset (e.g. equipments); the other is intangible assets (e.g. brands). Brand extension is used as a marketing strategy and its effect of brand equity is an important issue by prior researchers. The purpose of this study is to evaluate how brand extension creates firm value (financial equity). In this study, we seek to identify how the factors, that influence consumer evaluations of brand extensions, influence funds managers’ predictions of stock price at virtual scenarios of brand extensions. On the other hand, we would like to investigate whether the change of firm value is correspondent to the valence of consumers’ evaluation of brand extension.
Contents
ABSTRACT…………………………………………….……………………3
CONTENTS………………………………….……….…………………...4
1. INTRODUCTION……………………………………….……………….5
1.1 Background and Motivation………...………………………….5
1.2 Issue and Objective……………..…….………………….……6
2. LITERATURE REVIEW…………………………………….…………..7
2.1 Factors that Influence Evaluations of Brand Extension…7
2.2 How Brand Extension Influence Brand Equity……………..10
3. FRAMEWORK…………………..……………………….…………….13
3.1 Description of Model……………………………………………13
4. RESEARCH METHODOLOGY…...……...………….……..........15
4.1 Variables………………………………………………………15
4.2 Hypotheses………………….………………………..………16
4.3 Pretest…………………………………………………………17
4.4 Experimental Design………………………………………..18
4.5 Procedure………………………….………………..……….19
5. DATA COLLECTIONS…………………………….……….………….23
6. DATA ANALYSIS & RESULTS………………………………….…...24
6.1 Factor………………………………………………………………25
6.2 Company…………………………………………………………….31
7. CONCLUSIONS & CONTRIBUTIONS……………….……….........39
8. LIMITATIONS & FUTHER STUDY………………...……….......42
REFERENCE……………………………………………………………...43
APPENDIX…………………………………………………………………45
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Boush, David M. (1993), "Brands as Categories," in Brand Equity and Advertising: Advertising's Role in Building Strong Brands, ed. David A. Aaker and Alexander Biel, Hillsdale, NJ: Erlbaum, 299-312.
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Fama, Eugene E (1970), "Efficient Capital Markets," Journal of Finance, 25, 383-417.
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--Lawrence Fisher, Michael C. Jensen, and Richard Roll (1969), "The Adjustment of Stock Prices to New Information," International Economic Review, 10 (1), 1-21.
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Keller, Kevin Lane, and David A. Aaker (1992), "The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, 29 (February), 35-50.
- (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice-Hall.
Park, C. Whan, Sandra J. Milberg, and Robert Lawson (1991), "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, 18 (September), 185-193.
Pitta, Dennis A and Lea Prevel Katsanis (1995), “Understanding Brand Equity for Successful Brand Extension”, Journal of Consumer Marketing, 12 (April), 51-64
Riel, Allard C. R., Josh Lemmink, and Hans Ouwersloot (2001), “Consumer Evaluations of Service Brand Extensions,” Journal of Service Research, 3 (Febuary), 220-231
Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost Controlled World,” Journal of Advertising Research, 28 (August/September), 26-30.
Smith, Daniel C. and Park, C. Whan (1992), “The Effects of Brand Extension on Market Share and Advertising Efficiency,” Journal of Marketing Research, 29 (August), 296-313
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