品牌延伸廣告與消費者涉入對旗艦產品品牌態度與購買意願之影響

Abstract

強勢的品牌不僅可以強化產品的定位，也可與競爭者產生差異化。但是，建立一個成功的品牌所費不貲，廠商便偏好以品牌延伸方式導入新產品，並利用品牌延伸廣告來建立品牌權益，期待將消費者對母品牌的正向態度移轉到新產品。雖然有關品牌延伸的研究不少，但是以往學者多聚焦在品牌延伸之負面效應如何稀釋母品牌，對於品牌延伸後之正向回饋效應卻較少著墨，尤其是對旗艦產品之影響。本研究即探討品牌延伸廣告（包括品線延伸廣告和品類延伸廣告）和消費者涉入（包括品牌延伸產品涉入和品牌延伸廣告涉入）對旗艦產品的品牌態度和購買意願之影響。主要發現為：（1）「品線延伸廣告」和「品類延伸廣告」均顯著正向影響旗艦產品的品牌態度和購買意願，且後者大於前者；（2）「品牌延伸產品涉入」和「品牌延伸廣告涉入」均顯著正向影響旗艦產品的品牌態度和購買意願，且後者大於前者；（3）「品牌延伸產品涉入」對「品牌延伸廣告涉入」和「旗艦產品的品牌態度和購買意願」關係的干擾作用，並未發現顯著影響。

A powerful brand could strengthen product position and make a difference from competitors. However, building a successful brand pays a pretty penny so that firms could use brand extension to introduce new products or employ the advertisements for brand extension to build brand equity, which decreases the perceived risks and transfers their positive attitude of parent brand to new products. Although many studies have been conducted regarding brand extension, most of them examined the negative effect on parent brand and less focused positive effect, especially on flagship product. This study discusses the advertisements for brand extension (including the advertisements of line extension and category extension) and consumer involvement (including product involvement of brand extension and advertising involvement of brand extension) on the brand attitude and purchase intention of flagship product simultaneously. The main results of this study are: (1) an advertisement for either line extension or category extension will increase the brand attitude and purchase intention towards flagship product significantly, and the latter influence is bigger than the former; (2) product involvement of brand extension and advertising involvement of brand extension will increase the brand attitude and purchase intention towards flagship product significantly, and the latter influence is bigger than the former; (3) product involvement of brand extension has no significant moderating effect on the relationship between advertising involvement of brand extension and the brand attitude and purchase intention towards flagship product.