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題名：品牌延伸方式對非典型延伸產品評估與品牌回饋效果之研究
書刊名：輔仁管理評論
作者：李月華 引用關係／朱章翰
作者(外文)：Lee, Yueh-hua／Jhu, Jhang-han
出版日期：2013
卷期：20:2
頁次：頁27-49
主題關鍵詞：非典型品牌延伸；品牌稀釋；外溢效果；Atypical brand extension；Brand dilution；Spillover effect
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:6
  • 點閱點閱:10
過去有關品牌延伸的研究上大多以相似產品類別的延伸研究較多，雖有非典型延伸產品之探討，但都未探討不同延伸方式所產生的知覺價值之差異及對母品牌是否會稀釋效果。本研究主要探討在非典型品牌延伸下，品牌延伸方式及原品牌之品牌知曉對延伸新產品知覺價值和母品牌的影響。本研究採用3（品牌延伸方式）x2（品牌知曉度）的實驗設計，有219位受測者參與實驗。研究顯示品牌延伸方式會影響對延伸新產品知覺價值；高品牌知曉的延伸產品知覺價值會較中品牌知曉的延伸產品知覺價值低，品牌知曉及品牌意義對非延伸產品的知覺價值的影響方向不同。另外，高品牌知曉的延伸稀釋效果會大於於中品牌知曉延伸的稀釋效果。
Many studies have been done in the field of brand extension for high similarity product categories. Few studies have explored the effect of atypical brand extension on new product value, but not the effect of brand extension methods on new product value and brand dilution. The intention of this study was to understand how the brand extension methods and brand awareness affect the perceived value of atypical brand extension. This research adopted experimental design with 3 (methods of brand extension) × 2 (brand awareness) between-subject design, and 219 respondents participated in the study. The study indicates that the different methods of brand extension have variety effect on new product perceived value. Results also found that the high degree of brand awareness has lower effect on new product perceived value than the medium degree of brand awareness. Brand awareness and brand meaning have an opposite effect on the value of aptypical product extension. Moreover, high brand awareness has more brand dilution effect than the medium brand awareness has.
期刊論文
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2.李月華、潘裕傑(20111200)。非典型品牌延伸方式對延伸產品知覺價值之影響。中山管理評論，19(4)，971-1001。new window  延伸查詢new window
3.Batra, R.、Lenk, P.、Wedel, M.(2010)。extension strategy planning: empirical estimation of brand-category personality fit and atypicality。Journal of Marketing Research，47，335-347。  new window
4.顧萱萱(20011200)。功能互補性品牌聯盟中鑲嵌品牌之外溢效果。臺大管理論叢，12(1)，171-202。new window  延伸查詢new window
5.Bottomley, P. A.、Doyle, J. R.(1996)。formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model。International Journal of Research in Marketing，13(4)，365-377。  new window
6.Boush, David M.、Shipp, S.、Loken, B.、Gencturk, E.、Crockett, S.、Kennedy, E.、Strobel, J.(1987)。Affect generalization to similar and dissimilar brand extensions。Psychology & Marketing，4(3)，225-237。  new window
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9.Braun-LaTour, K. A.、LaTour, M. S.(2004)。Assessing the Long-term Impact of a Consistent Advertising Campaign on Consumer Memory。Journal of Advertising，33(2)，49-61。  new window
10.Kim, C. K.、Lavack, A. M.、Simth, M.(2001)。Consumer Evaluation of Vertical Brand Extensions and Core Brands。Journal of Business Research，52(3)，211-222。  new window
11.Kumar, P.(2005)。Brand counterextensions: The impact of brand extension success versus failure。Journal of Marketing Research，42(2)，183-194。  new window
12.Romeo, J. B.(1991)。The effect of negative information on the evaluations of brand extensions and the family brand。Advances in consumer Research，18(1)，399-406。  new window
13.Yeung, C. W. M.、Wyer, R. S. Jr.(2005)。Does Loving a Brand Mean Loving Its Products? The Role of Brand-elicited Affect in Brand Extension Evaluations。Journal of Marketing Research，42(4)，495-506。  new window
14.Zimmer, M. R.、Bhat, S.(2004)。The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude。Journal of Product & Brand Management，13(1)，37-46。  new window
15.Boush, D. M.、Loken, B.(1991)。A Process-Tracing Study of Brand Extension Evaluations。Journal of Marketing Research，28(1)，16-28。  new window
16.Tauber, E. M.(1991)。Brand Franchise Extension: New Product Benefits from Existing Brand Names。Business Horizons，24(2)，36-41。  new window
17.John, D. R.、Loken, B.(1993)。Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?。Journal of Marketing，57(3)，71-84。  new window
18.Muthukrishnan, A. V.、Weitz, B. A.(1991)。Role of product knowledge in evaluation of brand extension。Advances in Consumer Research，18(1)，407-413。  new window
19.Berry, Leonard L.(2000)。Cultivating Service Brand Equity。Journal of the Academy of Marketing Science，28(1)，128-137。  new window
20.Grewal, D.、Monroe, K. B.、Krishnan, R.(1998)。The effects of price-comparisons advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions。Journal of Marketing，62(2)，46-59。  new window
21.Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research，35(1)，30-42。  new window
22.Keller, Kevin L.、Aaker, D. A.(199202)。The Effect of Sequential Introduction of Brand Extension。Journal of Marketing Research，29(1)，35-50。  new window
23.Monga, A. B.、John, D. R.(2010)。What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation。Journal of Marketing，74(3)，80-92。  new window
24.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
25.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。  new window
26.Broniarczyk, Susan M.、Alba, Joseph W.(1994)。The importance of the brand in brand extension。Journal of Marketing Research，31(2)，214-228。  new window
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28.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
29.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
30.Sujan, Mita、Bettman, James R.(1989)。The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights From Schema Research。Journal of Marketing Research，26，454-467。  new window
31.Völckner, F.、Sattler, H.(2006)。Drivers of Brand Extension Success。Journal of Marketing，70(2)，18-34。  new window
32.Keller, K. L.、Sood, S.(2003)。Brand Equity Dilution。MIT Sloan Management Review，45(1)，12-15。  new window
33.Cortinas, M.、Elorz, M.、Mugica, J. E.(2008)。The use of loyalty cards databases: difference in regular price and discount sensitivity in the brand choice between card and non-card holders。Journal of Retailing and Consumer Services，15(1)，42-51。  new window
34.Sternthal, B.、Phillips, L. W.、Dholakia, R. R.(1978)。The persuasive effect of source credibility: A situational analysis。Public Opinion Quarterly，78，285-314。  new window
35.Volckner, F.、Sattler, H.、Kaufmann, G.(2008)。Image feedback effects of brand extensions: Evidence from a longitudinal field study。Market Letter，19(2)，109-124。  new window
36.Lei, J.、Dawar, N.、Lemmink, J.(2008)。Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects。Journal of Marketing，72(2)，111-123。  new window
37.Milberg, S. J.、Sinn, F.(2007)。Vulnerability of global brands to negative feedback effects。Journal of Business Research，45(6)，6-39。  new window
38.Park, C. W.、Junk, S. Y.、Shocker, A. D.(1996)。Composite branding alliance: An investigation of extension and feedback effect。Journal of Marketing Research，33(11)，453-466。  new window
研究報告
1.Bridges, S.、Keller, K. L.、Sood, S.(1999)。Communication Strategies for Brand Extensions: The Effects of Dominant Parent Brand Associations , Perceived Fit , and Explanatory Links。  new window
學位論文
1.徐榮國(2004)。品牌延伸策略影響消費者購買延伸產品知覺價值之研究(碩士論文)。淡江大學。  延伸查詢new window
圖書
1.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
2.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
 
 
 
 
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