品牌延伸近來已被企業用的十分廣泛，不論是在食品業或電子業以及其他產業都可以看到企業應用的例子，而品牌延伸議題中的成份品牌化也逐漸為企業所接受，因此本研究嘗試將此二議題合併做一個探討，來研討當主品牌進行直接品牌延伸或著是進行連續性的品牌延伸（經由產品線延伸之後再進行品牌延伸）這二者的延伸產品何者對消費者的知覺價值為高，而在產品線延伸的地方則再分成主品牌與自有成份品牌合作以及與聯合成份品牌合作二種。 本研究分別以林鳳營及郭元益為主品牌進行研究，採用實驗設計的方式，並以主品牌的知覺品質及主品牌的知覺價值為共變異數，本研究之結論如下： 1.品牌延伸方式會影響消費者對品牌延伸產品的知覺價值。 2.消費者對主品牌的品牌忠誠愈高則品牌延伸產品的知覺價值也愈高。 3.知覺品質在不同品牌延伸方式下對品牌延伸產品的知覺價值不具有干擾效果。 4.品牌忠誠在不同品牌延伸方式下對品牌延伸產品的知覺價值不具有干擾效果。 In recently years, regardless of food industry or electronics industry or at the other industry, brand extension has been widely applied in business. Ingredient branding, in which key attributes of one brand are incorporated in to another brand as ingredients, is becoming increasingly popular among marketers. In the view of the above, this study divided the brand extension into “direct brand extension” and “sequential brand extension” (sequential brand extension means extending brand via the product line extension) and attempted to explore the influence of two kinds of brand extensions on consumer’s perceived value. In addition, product line extension included self-brand and cobranded in this study. This study carried on research for the host brand with “Lin Feng Ying” and “Kuo Yuan Ye” separately. Furthermore, we conducted an experiment design and collected primary data by questionnaire. And both perceived quality and perceived value of host brand as covariance variable in this research.
1.The results indicate that the type of brand extensions will influence customer’s perceived value. 2.When customers have higher host brand loyalty, their perceived value of brand extending product will be increased. 3.Besides, perceived quality has no moderating effect between the type of brand extensions and perceived value. 4.Brand loyalty also has no moderating effect between the type of brand extensions and perceived value. Finally, this study also discusses the research limitations and further researches.
