臺灣博碩士論文加值系統

論文題目：品牌延伸廣告對旗艦商品廣告效果之影響
- 以廣告涉入及購買決策涉入為干擾效果 論文頁數：94
所　組　別：企業管理學系碩士在職進修專班　　　 (學號：79379913)
研　究　生：高英濟 指導教授：方文昌博士
論文提要內容：
一個成功且有效的品牌延伸策略，除了可以建立延伸商品之知名度及創造市場佔有率外，亦能鞏固原品牌在消費者心中的地位，繼續維持品牌忠誠度，所以在原品牌及延伸產品之間便產生互補效果（reciprocal effect），於是，成功的品牌延伸所帶來的正面效果對原品牌會產生向上提昇的能力，且更強化原品牌名稱之知名度。但在某些情況下，未成功之品牌延伸所產生的負面效果會減低消費者對原品牌名稱的感覺及信賴，進而發生品牌稀釋(brand dilution)的現象或競食(cannibalization)的副作用，甚至於傷害整個品牌系統之負面效應。品牌延伸除了對原品牌之影響外，對於最具原品牌特性的旗艦商品的影響是最大的；旗艦商品被定義為"消費者最能與品牌名稱相連結的商品"。

過去與品牌延伸相關的研究中，對原品牌影響的討論較多，但甚少有對旗艦商品產生影響的研究，尤其是正面的品牌延伸對於旗艦商品的影響程度，至今仍未有較嚴謹的研究。因此，本研究將針對不同型態之品牌延伸廣告對旗艦商品產生不同程度的廣告效果進行探討。另外，為能提昇研究結論之嚴謹性及有效性，再加上廣告涉入及購買決策涉入為干擾變數的研究。本研究採用世界知名之運動品牌「new balance」作為研究之品牌，並以「NB慢跑鞋」為旗艦商品，來進行實證驗證，最後之研究結論略述如下：

1. 不管是產品線延伸廣告，還是概念性延伸廣告，對於旗艦商品的廣告效果均有正向影響。
2. 概念性延伸廣告對於旗艦商品的廣告效果的正向影響明顯地大過產品線延伸廣告對於旗艦商品的廣告效果的正向影響。
3. 對產品線延伸廣告及概念性延伸廣告而言，廣告涉入程度及購買決策涉入程度對旗艦商品之廣告效果均會有正向影響。
4. 廣告涉入程度及購買決策涉入程度之高低，對產品線延伸廣告和概念性延伸廣告，面對旗艦商品廣告效果之差異，沒有顯著影響。

ABSTRACT

THE ADVERTISING EFFECTS OF ADVERTISEMENT FOR BRAND EXTENSIONS ON FLAGSHIP PRODUCT:
THE MODERATING ROLE OF ADVERTISING AND PURCHASING INVOLVEMENT
By
Kao Yin-Chi
June 2006

ADVISOR: Dr. Fang Wen-Chang
DEPARTMENT: DEPARTMENT OF BUSINESS ADMINISTRATION
MAJOR：BUSINESS ADMINISTRATION
DEGREE：MASTER OF BUSINESS ADMINISTRATION

A successful brand extension strategy will be able to build targeted product awareness and create market share as well as consolidate position in consumers’ mind to maintain brand loyalty for parent brand. It will result in reciprocal effect between parent and extended products. Therefore, successful brand extensions have upward potential in terms of positive transfer effects, and strengthen awareness and evaluation of parent brand as well. In some circumstances, unsuccessful brand extensions can diminish consumers’ feelings and beliefs about a brand name. There are equally important risks of brand dilution or cannibalization at individual product level. For the worse, it will impact whole brand system to result in collapse. Besides concerning with the impact for parent brand, the most important one will be accompanied by impact of the firm’s flagship product carrying that brand name. A flagship product is defined here as the one that consumers most closely associate with the brand name.

Previous research on brand extension has been much concerned with the backfire effect of parent brand. Less to study is negative backfire effect on flagship products. Of special interest is there is no research with strict analysis so far. This object of this article is to explore the advertising effects of advertisement for brand extensions on flagship product. In addition, our sub-focus is on detecting whether effect of a flagship product can occur while considering the moderating variable of advertising and purchasing involvement. This study adopts world-well-known athletic brand “new balance” as experimental brand and NB running shoes as flagship product. The results of this study will be briefed as below:

1. Advertisement for either line extension or concept extension, there are positive advertising effects on flagship product.
2. The advertising effect for concept extension on flagship product is significantly greater than the advertising effects for line extension.
3. Considering advertisement of line extension and concept extension, the positive advertising effects of flagship product will be accompanied by the degree of either advertising or purchasing involvement
4. Regardless the degrees of either advertising or purchasing involvement, both of advertisements for line extension and concept extension have no significant change on the difference of advertising effects of flagship product.

目 錄
謝　辭 Ⅰ
中文論文提要 Ⅱ
英文論文提要 Ⅲ
目　錄 Ⅴ
圖　次 Ⅵ
表　次 Ⅶ
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 品牌(Brand)概念的意涵 7
第二節 品牌延伸(Brand Extension) 10
第三節 廣告效果(Advertising Effect) 16
第四節 涉入相關理論(Involvement Inventory) 21
第五節 旗艦商品(Flagship Product) 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 26
第三節 研究變數之操作性定義 32
第四節 研究設計 39
第五節 信度與效度分析 44
第六節 資料分析方法 46
第四章 研究結果與分析 47
第一節 成對樣本t檢定 48
第二節 相關分析 50
第三節 SUR迴歸分析 52
第四節 本章小結 56
第五章 結論與建議 58
第一節 研究結論 58
第二節 研究貢獻 62
第三節 研究限制 65
第四節 後續研究建議 66
參考文獻 67
附錄(一)問卷 82
附錄(二)廣告片 93


表目錄
表2-1 品牌延伸優點之各項指標表 14
表2-2 品牌延伸缺點之各項指標表 15
表3-1 品牌態度之問項 34
表3-2 購買意願之問項 35
表3-3 購買決策涉入水準之問項 38
表3-5 研究問卷信度 44
表3-6 研究問卷效度 45
表3-7 符號定義表 47
表4-1 成對樣本t檢定表 49
表4-2 品牌態度、購買意願前後測差異相關係數表 51
表4-3 調整後判定係數與模式配適度表 52
表4-4 ＳＵＲ結果表 55
表4-5 假設檢定總整理 56

圖目錄
圖1-1 研究流程 6
圖2-1 品牌延伸矩陣 11
圖2-2 態度與購買行為之關係 18
圖2-3 廣告層級效果模式 20
圖3-1 研究架構 25
圖5-1 品牌延伸對旗艦商品影響型態圖 63

參考文獻
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