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

Abstract

為了降低推出新產品的成本，及避免新品牌失敗的風險，越來越多的企業採用品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素，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型，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；這和他們的研究結論有多項不同。另外發現，品牌延伸之關鍵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人文變數裡，以職業最適合用以區隔鐘錶延伸市場。

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 al so 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 from 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.