商店形象與保固對品牌延伸評估之影響：延伸相似度的干擾角色

Abstract

在品牌延伸的研究領域中，研究者逐漸重視並且試圖經由多種角度探討延伸相似度在品牌延伸中的干擾角色，本研究擬擴充此一觀點，並將商店形象及保固導入品牌延伸的領域，以探討及檢驗這些變數與品牌延伸評估之關係，以及延伸相似度對於此關係的干擾效果。本研究採用實驗法，以虛擬情境及製作廣告傳單操弄自變數，並以228位大學生爲研究對象。研究結果顯示(1)商店形象及保固都正向影響品牌延伸評估；(2)延伸相似度會與保固但不會與商店形象產生交互作用以影響品牌延伸評估，進一步的對比分析結果則顯示商店形象及保固在低相似延伸下都顯著影響品牌延伸評估，但在高相似延伸下則都不影響品牌延伸評估。本研究討論研究發現在理論及管理實務上之意涵，同時提出未來研究方向的建議。

In the field of brand extension, researchers gradually emphasize and explore the moderating role of brand extension similarity from various perspectives. This study intends to extend this viewpoint, and to examine the effects of store image and warranty on the evaluation of brand extension and the moderating effects of extension similarity on the above mentioned relationship. This study uses experiment design to manipulate independent variables with descriptive paragraphs stating the fictitious situation, and a scanned picture of personal computer. The data are provided by 228 college students. The results reveal that (1) both of store image and warranty positively influence the evaluation of brand extension; (2) extension similarity interacts with warranty but not with store image. However, the results of contrast analysis show that both of store image and warranty significantly affect the evaluation of brand evaluation for low similar extensions but not for high similar extensions. The author discussed the implications for theory and managerial practices, and suggests for the future study.