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_

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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
書刊名：	交大管理學報
作者：	周文賢／楊明璧／賴曉慧
作者(外文)：	Chow, Wayne-sian／Yang, Mirng-bih／Lai, Shiao-huei
出版日期：	2005
卷期：	25:1
頁次：	頁97-122
主題關鍵詞：	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
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:5 共同引用:5 點閱:121

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。

以文找文

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.

以文找文

期刊論文
1.	賴孟寬、李勝祥(199705)。品牌特性與產品知識對擬上市延伸產品購買意願之影響。亞太管理評論，2(1)，99-122。延伸查詢
2.	LaForet, S.、Saunders, J.(1994)。Managing Brand Portfolios: How the Leaders do it。Journal of Advertising Research，18(3)，64-76。
3.	陳正男、李勝祥(19990600)。原品牌及延伸產品認知對於品牌延伸購買意願之影響。交大管理學報，19(1)，1-32。延伸查詢
4.	Bhat, Sobodh、Reddy, Srinivas K.(2001)。The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation。Journal of Business Research，53(3)，111-122。
5.	Sunde, L.、Brodie, R. J.(1993)。Consumer evaluations of brand extensions: Further empirical results。International Journal of Research in Marketing，10(1)，47-53。
6.	Gray, Edmund R.、Balmer, John M. T.(1998)。Managing Corporate Image and Corporate Reputation。Long Range Planning，31(5)，695-702。
7.	Aaker, D. A.(1991)。The Value of Brand Equity。Journal of Business Strategy，13(4)，27-32。
8.	Tauber, E. M.(1991)。Brand Franchise Extension: New Product Benefits from Existing Brand Names。Business Horizons，24(2)，36-41。
9.	Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research，28(4)，26-30。
10.	Morrin, M.(1999)。The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes。Journal of Marketing Research，36(4)，517-525。
11.	Aaker, David A.(1990)。Brand Extensions: The Good, the Bad, and the Ugly。MIT Sloan Management Review，31(4)，47-56。
12.	Reddy, Srinivas K.、Holak, Susan L.、Bhat, Subodh(1994)。To extend or not to extend: Success determinants of line extensions。Journal of Marketing Research，31(2)，243-262。
13.	Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。
14.	Blodgett, Jeffrey G.、Granbois, Donald H.、Walters, Rockney G.(1993)。The Effects of Perceived Justice on Complainants' Negative Word-of-Mouth Behavior and Repatronage Intentions。Journal of Retailing，69(4)，399-428。
15.	Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。
16.	Broniarczyk, Susan M.、Alba, Joseph W.(1994)。The importance of the brand in brand extension。Journal of Marketing Research，31(2)，214-228。
17.	Park, Choong Whan、Milberg, Sandra、Lawson, Robert(1991)。Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency。Journal of Consumer Research，18(2)，185-193。
18.	Smith, Daniel C.、Park, C. Whan(1992)。The Effects of Brand Extensions on Market Share and Advertising Efficiency。Journal of Marketing Research，29(3)，296-313。
19.	Cravens, David W.、Piercy, Nigel F.、Prentice, Ashley(2000)。Developing Market-driven Product Strategies。Journal of Product & Brand Management，9(6)，369-388。

會議論文
1.	Bhat, S.、Reddy, S. K.(2001)。Investigation the Dimensions of Fit between a Brand and Its Extension。Chicago, IL。186-194。

學位論文
1.	趙琪(1996)。交易成本觀點下品牌延伸決策之研究(博士論文)。國立臺灣大學。延伸查詢

圖書
1.	Ries, A.、Trout, J.、Sabin, W.、Hamerling, M.(1986)。Positioning: The Battle for Your Mind。New York：McGraw-Hill。
2.	Ajzen, I、Fishbein, M.(1975)。Understanding attitudes and predicting social behaviour。New Jersey：Prentice-Hall。
3.	Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。
4.	周文賢(1999)。行銷管理--市場分析與策略規劃。臺北：智勝文化公司。延伸查詢
5.	Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。
6.	Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。
7.	Henderson, James M.、Quandt, Richard E.(1980)。Microeconomic Theory: A Mathematical Approach。New York：McGraw-Hill Book Company。
8.	Smith, E.、Medin, D.(1981)。Concepts and Categories。Concepts and Categories。Cambridge, MA。
9.	Styles, C.、Ambler, T.(1995)。Brand Management。The Financial Times Handbook of Management。London, UK。

其他
1.	McWilliam, G.(1993)。The Fit of Brand Extensions，0。

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