權效果又是如何影響契合度與品牌延伸評價之關條?研究結果顯示: 1 、品牌延伸契
牌與延伸產品間契合度高的延伸評價會比契合度低的延伸評價佳。 Most of the research of brand extensions which of focus on the dimensions of fit, when original brand and extension products have higher fit, the consumers' evaluations of brand extensions are better. However, not only functional or beneficial meanings that brand bring to consumers, but also symbolic meanings. Because consumers will evaluate the brand product that consists self-concept and the more the brand image match their self-concept. The more the consumers I ike the brand. And this situation causes the interest to make a further study about the effects of brand commitment in brand extension evaluation.
Besides the meaning of ownership effect is that a brand product' s owners have more favorable responses than non-owners. So when the company takes brand extension strategy and sells brand extension products, which have higher fit with original brand, will the ownership effect effects the fit? And will the consumers who don' t have ownership effect still transfer the positive
attitude toward high fit brand extension products to extension products and make a better evaluation to brand extension?
This study considers as consumers' point and study the moderate effect of brand commitment and ownership effect on fit and brand extension evaluation. Furthermore. If the moderate effect exists, how the brand commitment and ownership effect effects the relation between fit and brand extension evaluation? The research result shows that:
1, The relation between brand extension fit and brand extension evaluation would be effected by the brand commitment. Only when the brand commitment is high, the high-fit extension evaluation of the original brand and extension products would be better than the extension evaluation of low fit.
2, The relation between brand extension fit and brand extension evaluation would be moderated by ownership effect. Only when ownership effect exists the high fit extension evaluation of original brand and extension products would be better than the extension evaluation of low fit.