English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50929981      Online Users : 979
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53143


    Title: 專屬資產配適度對品牌延伸評價之研究(III)
    Other Titles: The Studies of Asset Specificity Complementary Fit on Brand Extension Evaluation
    Authors: 邱志聖
    Contributors: 國立政治大學國際貿易學系
    行政院國家科學委員會
    Keywords: 經濟;專屬資產配適度;品牌延伸評價
    Date: 2009
    Issue Date: 2012-06-22 09:49:41 (UTC+8)
    Abstract: 本研究將延續過去品牌延伸文獻契合度概念進一步提出專屬資產互補的契合度觀念，本研究認為，消費者在考慮延伸產品時也會考慮延伸品牌與原品牌的專屬陷入問題。對於功能性的產品，消費者必須考慮延伸產品與原品牌的產品間的軟硬體功能相容問題，相反的對於聲譽導向的產品，消費者必須考慮延伸產品與原品牌的產品間的形象相容問題。這點與過去文獻所謂的互補契合度不同，過去互補契合度文獻並沒有產生相容性或是形象一致性的問題，所以契合的強度沒有專屬資產互補的契合度強。本三年期研究計畫將分成四個研究來深入探討專屬資產互補的契合度之品牌延伸。第一年的第一個研究是透過問卷調查的方式，初步了解品牌延伸產品與母品牌間具有專屬資產互補的契合度是否有助於移轉母品牌的品牌形象至延伸產品上，以及造成對於延伸產品態度及購買意願的影響。第一年的第二個研究是透過實驗設計的方式，探討專屬資產互補的契合度會不會受到產品延伸種類（產品線延伸vs.產品種類延伸）及消費者是否為原品牌使用者的干擾。第二年計畫延續專屬資產互補的契合度概念深入研究在產品線延伸中，分別探討在不同的專屬資產互補的品牌延伸（功能導向品牌利用軟硬體的專屬資產互補延伸 vs. 聲譽導向品牌利用心理層面的認同專屬資產延伸）下，消費者對於品牌延伸產品的態度會不會受到消費者對於品牌延伸產品的產品知識以及心情的干擾。第三年計畫則會將一般互補的契合度與本研究的專屬資產互補的契合度來做評價比較，深入研究這兩種契合度在消費者對於延伸產品的產品知識以及消費者是否為原品牌使用者的干擾下，對於品牌延伸產品的態度評價是否有差異。希望對品牌延伸做全面性且深入的探討，以及對契合度做新的詮釋能對相關研究提供進一步的貢獻。
    This study intends to explore and expand the concept of fit in brand extension literature. It proposes the concept of “asset specificity” complementary fit. It is believed that consumers will consider the asset specificity issues when evaluating an extended product. For functional products, consumers may consider the functional compatibility issues. On the other hand, for prestige products, consumers may consider image complement issues. Past literature on brand extension focus solely on product complement without stressing the importance of the image and functional compatibility issue. This study intends to remedy this limitation. There are totally four studies for this three year project. The first study in the first year is a survey study. It is to inspect the concept of “asset specificity” complementary fit exploratory. We want to ascertain the important of asset specificity complementary fit in certain brand extension contexts. The study is followed by an experimental study to examine whether the effect of asset specificity complementary fit on brand extension evaluation will be moderated by type of category extension and user/non-user. The study in the second year goes further to examine the effect of asset specificity complementary fit on brand extension evaluation for functional vs. prestige product. It will also examine the moderating effect of consumer knowledge and mood in the relationship. Finally, the third year study will compare the effect of asset specificity complementary fit vs. complementary fit on brand extension evaluation. The results of this study may ascertain once again the importance of the concept of asset specificity complementary fit. The moderating effect of consumer product knowledge and user/non-user will also be examined. The result of this three year study will give us a clearer picture regarding the effect of asset specificity complementary fit on brand extension evaluation.
    Relation: 應用研究
    學術補助
    研究期間:9808~ 9907
    研究經費:1254仟元
    Data Type: report
    Appears in Collections:[國際經營與貿易學系 ] 國科會研究計畫

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML65View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback