品牌認同感與所有權效果對品牌延伸評價之影響

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Title:	品牌認同感與所有權效果對品牌延伸評價之影響
Other Titles:	The Influence of Brand Commitment and Ownership effect on Brand Evaluations
Authors:	李培齊;Lii, Peir-chyi;陳雅婷;Chen, Ya-ting
Contributors:	淡江大學經營決策學系
Keywords:	品牌認同感;所有權效果;品牌延伸評價;brand commitment;ownership effect;brand evaluation
Date:	2004-06-21
Issue Date:	2009-11-30 13:38:33 (UTC+8)
Publisher:	臺北縣淡水鎮 : 淡江大學
Abstract:	以往對於品牌延伸評價的研究，多注重契合度構面的探討，許多學者均認為只有在原品牌與延伸產品間的契合度高時，消費者才容易將對於原品牌的正面態度轉移至延伸產品中，而對品牌延伸產品產生較佳的評價，但品牌帶給消費者的不單單只是功能或是利益，還包含了象徵性的意義，因為消費者會對於品牌形象與自我概念具一致性的品牌產品評價且該品牌形象與自我概念愈符合時，消費者對於該品牌的認同感也愈高。而此種現象引起了本文對於品牌認同感在品牌延伸評價上的影響作進一步研究的興趣。另外，所有權效果意謂著所有者會比非所有者更喜愛自己擁有的品牌產品，因此當公司採取品牌延伸策略，推出與原品牌間契合度高的品牌延伸產品，此時所有權效果是否會對於契合度構面產生影響?對於不具所有權效果的消費者而言，是否仍會將對於高契合度品牌延伸產品的正面態度轉移至延伸產品中，進而提高消費者對於品牌延伸的評價? 本研究以消費者立場為出發點，探討品牌認同感與所有權效果是否會對契合度與品牌延伸評價之間產生干擾效果?再者，若干擾效果存在，則品牌認同感與所有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 、品牌延伸契合度與品牌延伸評價間之關係受到品牌認同感的干擾; 只有在認同感高時，原品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。2 、品牌延伸契合度與品牌延伸評價間之關條受到所有權效果的干擾;只有在所有權效果存在下，原品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.
Relation:	2004年兩岸管理科學暨經營決策學術研討會論文集，頁411-428
Appears in Collections:	[Department of Management Sciences] Proceeding

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