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研究生:蔡欣倫
研究生(外文):Sin-lun Tsai
論文名稱:連續性品牌延伸評價研究---產品種類為例
論文名稱(外文):THE EFFECT OF PRODUCT CATEGORY ON SUBSEQUENT BRAND EXTENSION
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-Chun Pan
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
論文頁數:184
中文關鍵詞:產品種類品牌延伸
外文關鍵詞:product categorybrand extension
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本篇研究主要探討不同產品種類下連續性品牌延伸的表現,透過核心母品牌、中介延伸與後續延伸三者的互動關係下,消費者在初次或重複購買品牌延伸產品時,核心母品牌與延伸產品的經驗對於消費者的購買意願是否會有影響。
本研究利用產品種類來區分品牌的屬性,搜尋財為華碩為例,經驗財為安麗為例,信任財為國泰人壽為例做為品牌延伸評估的對象。
本研究得到以下結論:
1.核心母品牌及中介延伸的使用經驗會影響後續延伸
信任屬性對於核心母品牌忠誠度較高,在搜尋屬性方面,消費者的忠誠度較低。在重覆購買中介延伸及後續延伸卻不受核心母品牌與中介延伸的影響。
2.後續延伸與核心母品牌及中介延伸具有交互作用
從產品種類來看,在後續延伸對於核心母品牌的影響,最高是經驗屬性,其次是搜尋屬性,最後為信任屬性,在後續延伸對於中介延伸的影響上,最高是搜尋屬性,其次是經驗屬性,最後是信任屬性。
This paper focus on that the sequential brand extensions with different product category, and gaining the reciprocal effects among the core parent brand , the intervening brand extension, and the subsequent brand extension to know the experience of the core parent brand and extended product whether they can effect the consumer purchase intention on trial or repeat.
The researcher uses the product category to distinguish the brand in the market: search-based product is Asus, experience-based product is Amway, credence-based product is Cathay Life Insurance, to be the subject of evaluations of brand extensions.
Based on the result of analysis, the researcher concludes as follows:
1. The core parent brand and intervening brand have come out to be significant in influencing purchase intensions of subsequent brand
Credence-based product is the highest of the trial purchase intention of the intervening brand with loyalty of the core parent brand, the second is experience-based product, and the last is search-based product. Search-based product is the highest of the trial purchase intention of the subsequent brand with purchase intention of the intervening brand, the second is experience-based product, and the last is credence-based product. Purchase intervening brand and subsequent brand more than once do not influent in the core parent brand and intervening brand.
2. Subsequent brand extension has a significant impact on choice of the intervening brand and the core parent brand.
Experience-based product is the highest of subsequent brand extension has a significant impact on choice of the subsequent brand, the second is search-based product and the last is credence-based product. Search -based product is the highest of subsequent brand extension has a significant impact on choice of the intervening brand, the second is experience -based product and the last is credence-based product.
Keywords: brand extension, product category
ABSTRACT IN CHINESE i
ABSTRACT IN ENGLISH ii
ACKNOWLEDGMENTS iv
TABLE OF CONTENTS vi
LIST OF TABLE ix
LIST OF ILLUSTRATIONS xi
CHAPTER I 1
INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVES 1
1.2 RESEARCH OBJECTIVES 3
CHAPTER II 4
LITERATURE REVIEW 4
2.1 BRAND EQUITY 4
2.2 DEFINITION OF BRAND EXTENSION 5
2.3 BENEFITS AND RISKS OF BRAND EXTENSION 6
2.4 THE EVALUATION OF THE BRAND EXTENSION 7
2.5 SEQUENTIAL BRAND EXTENSIONS 9
2.6 BRAND EXTENSION SUCCESS FACTORS 11
2.7 PRODUCT CATEGORY 13
CHAPTERⅢ 17
RESEARCH METHODOLOGY 17
3.1 RESEARCH FRAMEWORK 17
3.2 HYPOTHESIS 19
3.3 OPERATIONAL DEFINITION 23
3.4 PRETEST 28
3.5 RESEARCH DESIGN 29
3.6 SUBJECT 30
3.7 ANALYSIS METHODS 30
CHAPTER IV 31
DATA ANALYSIS 31
4.1 GENERAL DESCRIPTION OF SAMPLE 31
4.2 RELIABILITY 32
4.3 CORRELATION ANALYSIS 33
4.3 MODEL DEVELOPMENT 42
4.4 RESULT 43
CHAPTER IV 54
CONCLUSION AND SUGGESTION 54
5.1CONCLUSION 54
5.2 MARKETING IMPLICIT 57
5.3 RESEARCH LIMITATION 59
BIBLIOGRAPHY 60
APPENDIX 1 63
APPENDIX 2 71
APPENDIX 3 79
VITA 87

TABLE
Table Page
TABLE 1 THE PRODUCTS FOR PRODUCT CATEGORY 28
TABLE 2 THE BRAND FOR PRODUCT CATEGORY 29
TABLE 3 GENDER 31
TABLE 4 AGE 32
TABLE 5 RELIABILITY OF VARIABLE 33
TABLE 6 CORRELATIONS AMONG CONSUMER EVALUATIONS TOWARD INTERVENING EXTENSION: TRIAL MODEL 34
TABLE 7 CORRELATIONS AMONG CONSUMER EVALUATIONS TOWARD SUBSEQUENT EXTENSION: TRIAL MODEL 35
TABLE 8 CORRELATIONS AMONG INTERVENING EXTENSION AND THE TRIAL EXTENSION FOR SUCCESSFUL SUBSEQUENT EXTENSION 36
TABLE 9 CORRELATIONS AMONG INTERVENING EXTENSION AND THE TRIAL EXTENSION FOR UNSUCCESSFUL SUBSEQUENT EXTENSION 37
TABLE 10 CORRELATIONS AMONG CONSUMER EVALUATIONS TOWARD INTERVENING EXTENSION: REPEAT MODEL 38
TABLE 11 CORRELATIONS AMONG CONSUMER EVALUATIONS TOWARD SUBSEQUENT EXTENSION: REPEAT MODEL 39
TABLE 12 CORRELATIONS AMONG RECIPROCAL EFFECTS ON THE CHOICE OF THE CORE PARENT BRAND: AFTER INTRODUCING THE SUBSEQUENT EXTENSION 40
TABLE 13 CORRELATIONS AMONG RECIPROCAL EFFECTS ON THE CHOICE OF THE INTERVENING EXTENSION: AFTER INTRODUCING THE SUBSEQUENT EXTENSION 41
TABLE 14 CONSUMER EVALUATIONS TOWARD INTERVENING EXTENSION: TRIAL MODEL SIMPLE REGRESSION ANALYSIS 44
TABLE 15 CONSUMER EVALUATIONS TOWARD SUBSEQUENT EXTENSION: TRIAL MODEL SIMPLE REGRESSION ANALYSIS 45
TABLE 16 INTERFERENCE EFFECTS ANALYSIS AMONG INTERVENING EXTENSION AND THE TRIAL EXTENSION FOR SUCCESSFUL SUBSEQUENT EXTENSION 47
TABLE 17 INTERFERENCE EFFECTS ANALYSIS AMONG INTERVENING EXTENSION AND THE TRIAL EXTENSION FOR UNSUCCESSFUL SUBSEQUENT EXTENSION 48
TABLE 18 CONSUMER EVALUATIONS TOWARD INTERVENING EXTENSION: REPEAT MODEL SIMPLE REGRESSION ANALYSIS 49
TABLE 19 CONSUMER EVALUATIONS TOWARD SUBSEQUENT EXTENSION: REPEAT MODEL SIMPLE REGRESSION ANALYSIS 50
TABLE 20 RECIPROCAL EFFECTS ON THE CHOICE OF THE CORE PARENT BRAND: AFTER INTRODUCING THE SUBSEQUENT EXTENSION SIMPLE REGRESSION ANALYSIS 52
TABLE 21 RECIPROCAL EFFECTS ON THE CHOICE OF THE INTERVENING EXTENSION: AFTER INTRODUCING THE SUBSEQUENT EXTENSION SIMPLE REGRESSION ANALYSIS 53
TABLE 22 STUDY RESULT 54

ILLUSTRATIONS
Figures
Conceptual Framework 18
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