政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/34989
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51078258      在线人数 : 932
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34989


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/34989


    题名: 新產品品牌策略對於消費者評價反向延伸之影響-以消費者產品知識與原廠商品牌寬度為調節變數
    The Effects of New Product Branding Strategy on Customer Evaluation of Brand Counterextensions
    作者: 王馨
    贡献者: 張愛華
    王馨
    关键词: 反向延伸
    新產品品牌策略
    品牌延伸
    品牌傘
    品類相似度
    產品知識
    廠商品牌寬度
    Counterextension
    Branding Strategy
    Brand Extension
    Umbrella Branding
    Category Similarity
    Product Knowledge
    Brand Breadth
    日期: 2005
    上传时间: 2009-09-18 13:30:11 (UTC+8)
    摘要: 本研究以原產品與延伸產品之「認知產品類別相似度」為中介變數，探討「品牌延伸」及「品牌傘」兩種新產品品牌策略對於消費者評價反向延伸之影響。反向延伸意指「當原屬於品類A（以下稱原品類）的廠商1（以下稱原廠商）品牌延伸至另一個品類B（以下稱延伸品類）後，原屬於品類B的廠商2（以下稱反向延伸廠商）亦反向延伸至品類A。」研究中並探討「消費者產品知識」與「原廠商品牌寬度」兩者對於新產品品牌策略的調節效果，進而影響消費者認知品類相似度及反向延伸評價。
    本研究採2（新產品成功之品牌策略：品牌延伸策略、品牌傘策略）x2（原廠商品牌寬度：窄品牌Nokia、寬品牌LG）x2（消費者產品知識：產品知識高、產品知識低）之實驗設計，並設計無提供先前延伸成功經驗之控制組。根據前測結果，選定手機為原品牌之原產品、數為相機為延伸產品。推出新產品之原手機廠商之窄品牌為Nokia、寬品牌為LG，而數位相機廠商進行反向延伸的品牌則為Canon。
    研究結果發現，原產品與延伸產品類別之認知品類相似度為新產品品牌策略與反向延伸評價之中介變數，且當原廠商跨產品類別推出新產品成功，相較於品牌傘策略，品牌延伸策略將使消費者對於認知產品品類相似度提升效果較大、反向延伸之評價也較好。調節效果方面，當消費者產品知識低時，消費者之認知產品類別相似度被提昇的程度較高，且有較佳之反向延伸評價，然其於不同品牌策略間所產生的差異較小；原廠商認知品牌寬度方面，當品牌寬度窄時，消費者之認知產品類別相似度被提昇的程度亦較高，且亦有較佳的反向延伸評價，然品牌寬度較窄的廠商於不同品牌策略間所造成的認知產品類別相似度及反向延伸評價之提升效果差異皆較大。
    參考文獻: 中文部分
    周文賢（2002），多變量統計分析：SAS/STAT使用方法，智勝出版社。
    楊世瑩（2005），SPSS統計分析實務，旗標出版股份有限公司。
    張茂嵩(2003)，契合度與產品知識對品牌策略效果之影響, 國立政治大學企業管理系碩士論文。
    鄭秀倫 (2000)，品牌傘的企業背書效果，國立政治大學企業管理系碩士論文。
    任宇新 (2004)，新產品品牌決策對績效之權變影響，國立成功大學企業管理研究所碩士論文。
    林美慧(2002)，消費者知識對手機購買決策之影響，國立東華大學企業管理研究所碩士論文。
    英文部分
    Aaker, David A. and Kevin Lane Keller (1990), “Consumer Evaluation of Brand Extensions,” Journal of Marketing, 54 (January), 27-41.
    Aaker, David A. (1990), “Brand Extension: The Good, the Bad, and the Ugly,” Sloan Management Review (summer), 47-56.
    Aaker, David A. and Erich Joachimsthaler (2000), “The Brand Relationship Spectrum : The Key to the Brand Architecture Challenge,” California Management Review, 42 (4), 8-23
    Alba, J. W. and J. W. Hutchinson (1985), “A Framework for Understanding Consumer Knowledge Comparison and Inference Processing,” Working paper, University of Florida, Center for Consumer Research.
    Bhat, Subodh, Gail E. Kelly, and Kathleen A. O’Donnell (1998), “An Investigation of Consumer Reactions to the Use of Different Brand Name,” Journal of Product and Brand Management, 7 (1), 41-50.
    Boush, David M. and Barbara Loken (1991), “A Process-Tracing Study of Brand Extension Evaluation,” Journal of Marketing Research, 28, 16-28.
    Bridges, Sheri, Kevin Lane Keller, and Sanjay Sood (2000), “Explanatory Links and the Perceived Fit of Brand Extensions: The Role of Dominant Parent Brand Associations and Communication Strategies,” Journal of Advertising, 29 (4), 1-11
    Broniarczyk, Susan M. and Joseph W Alba (1994), “The Importance of the Brand in Brand Extensions,” Journal of Marketing Research, 31 (May), 214-228.
    Brucks, Merrie (1985), “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, 12 (June), 1-15.
    Chen, Kuang-Fung and Chu-Mei Liu (2004), “Positive Brand Extension Trial and Choice of Parent Brand,” Journal of Product & Brand Management, 13(1), 25-36.
    Cohen, Joel B. and Kunal Basu (1987), “Alternative Models of Categorization: Toward a Contingent Processing Framework,” Journal of Consumer Research, 13, 455–472.
    Engel, James. F., Roger D. Blackwell and Paul W Miniard (1993), Consumer Behavior, 7thed. Chicago: The Dryden Press.
    Erdem, Tulin and Baohong Sun (2002), “An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding,” Journal of Marketing Research, 39 (November), 408-420.
    Farguhar, Peter (1989), “Managing Brand Equity,” Marketing Research, 1 (September), 24-33.
    Farquhar, Peter H., Paul M. Herr, and Russell H. Fazio (1990), “A relational model for category extensions of brands”, Advances in Consumer Research, 17, 856-60.
    Gurhan-Canli, Zeynep (2003), “The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations,” Journal of Consumer Research, 30, 105-114.
    Hartman, Cathy L., Linda L. Price, and Calvin P. Duncan (1990), “Consumer Evaluation of Franchise Extension Products: a Categorization Processing Perspective,” Advances in Consumer Research, 17, 120-127.
    Hakenes, Hendrik and Martin Peitz (2004), “Umbrella Branding and the Provision of Quality,” working paper, No.1373, CESifo
    Keller, Kevin Lane (1998). Strategic Brand Management. New Jersey: Prentice Hall, Inc.
    Keller, Kevin Lane and David A. Aaker (1992), “The Effects of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, 29(February), 35-50.
    Kumar, Pixyish (2005a), “Brand Counterextensions: The Impact of Brand Extension Success Versus Failure,” Journal of Marketing Research, 42(May), 183-194.
    Kumar, Pixyish (2005b), “The Impact of Cobranding on Customer Evaluation of Brand Counterextensions,” Journal of Marketing Research, 69(July), 1-18.
    Laforet, Sylvie and John Saunders (1994), “Managing Brand Portfolios: The Leaders Do It,” Journal of Advertising Research, 34 (September / October), 64-76.
    Loken, Barbara and Deborah Roedder John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact,” Journal of Marketing, 57, 71–84.
    MacInnis, Deborah and Kent Nakamoto (1990), “Cognitive Associations and Product Category Comparison: The Role of Knowledge Structures and Context,” working paper, University of Arizona.
    Maney, Kevin (2003),”Dell to Dive into Consumer Electronics Market”, USA Today, 25 September.
    Meyers-Levy, Joan and Alice M. Tybout (1989), “Schema Congruity as a Basis for Product Evaluation,“ Journal of Consumer Research, 16, 30-54.
    Meyvis, Tom and Chris Janiszewski (2004), “When are Broader Brands Stronger Brands? An Accessibility Perspective on the Formation of Brand Equity,” Journal of Consumer Research, 31 (September), 346-357.
    Milewiicz, John and Paul Herbig (1994), “Evaluating the Brand Extension Decision Using a Model of Reputation Building,” Journal of Product & Brand Management ,3 (1), 39-47.
    Moorthy, Sridhar, Brian T. Ratchford, and Debabrata Talukdar (1997), “Consumer Information Search Revisited: Theory and Empirical Analysis,” Journal of Consumer Research, 23 (March), 263-277.
    Morrin, Maureen (1999), “The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes,” Journal of Marketing Research, 36, 517–525.
    Muthukrishnan, A.V. and Barton A. Weitz (1991), “Role of Product Knowledge in Evaluation of Brand Extension,” Advanced in Consumer Research, 18, 407-413.
    Olins, Wally(1989), Corporate Identity: Making Business Strategy Visible Through Design. London: Thames and Hudson.
    Park, C.Whan and V. Parker Lessig (1981), “Familiarity and its Impacts on Consumer Decision Biases and Heuristics,” Journal of Consumer Research, 8(September), 223-230.
    Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18 (September), 185-193.
    Peter, J. Paul and Jerry C. Olson (1996), Consumer Behavior and Marketing Strategy, 4thed, 81-117. Chicago: Irwin.

    Pitta, Dennis A. and Lea Prevel Katsanis (1995), “Understanding Brand Equity for Successful Brand Extension,” Journal of Consumer Marketing, 12 (4), 51-64.
    Rao, Akshay R. and K. B. Monroe (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, 15(September), 253-264.
    Rao, Akshay R., Lu Qu, and Robert Ruekert (1999), “Signaling Unobservable Product Quality Through a Brand Ally,” Journal of Marketing Research, 36, 258–68.
    Rao, Vithala R., Manoj K. Agarwal and Denise Dahlhoff (2004), “How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?” Journal of Marketing, 68, 126-141.
    Reddy, Srinivas K., Susan L. Holak, and Subodh Bhat (1994), “To Extend or Not to Extend: Success Determinants of Line Extensions,” Journal of Marketing Research, 31, 243–262.
    Rooney, Joseph Arthur (1995), “Branding: A Trend for Today and Tomorrow,” Journal of Product and Brand Management, 4 (4), 48-53.
    Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), “Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies,” Journal of Marketing, 63, 57–74.
    Sayman, Serdar and Jagmohan S. Raju (2004), “Investigating the Cross-Category Effects of Store Brands,” Review of Industrial Organization, 24, 129-141.
    Shim, Richard and John G. Spooner (2005), “Dell Opens its Doors to Home Electronics”, CNET News, 25 September 2003.
    Smith, Daniel C. and C. Whan Park (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, 29 (August), 296-313.
    Sujan, Mita (1985), “Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgment,” Journal of Consumer Research, 12, 31-46.
    Swaminathan, Vanitha, Richard J. Fox, and Srinivas K. Reddy (2001), “The Impact of Brand Extension Introduction on Choice,” Journal of Marketing, 65, 1–15.
    Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Extension Brand Name,” Business Horizons, 24 (1), 36-41.
    Wernerfelt, Birger (1988), “Umbrella Branding as a Signal for New Product Quality: An Example of Signaling by Posting a Bond,” Rand Journal of Economics, 19 (3), 458–466.
    描述: 碩士
    國立政治大學
    企業管理研究所
    93355026
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093355026
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    35502601.pdf46KbAdobe PDF2776检视/开启
    35502602.pdf72KbAdobe PDF2710检视/开启
    35502603.pdf51KbAdobe PDF2803检视/开启
    35502604.pdf61KbAdobe PDF2797检视/开启
    35502605.pdf113KbAdobe PDF21551检视/开启
    35502606.pdf210KbAdobe PDF25742检视/开启
    35502607.pdf260KbAdobe PDF21618检视/开启
    35502608.pdf271KbAdobe PDF21131检视/开启
    35502609.pdf133KbAdobe PDF2920检视/开启
    35502610.pdf62KbAdobe PDF21238检视/开启
    35502611.pdf205KbAdobe PDF222483检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈