消費者品牌延伸接受度：產品知識對屬性相似性與延伸能力的中介效果

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Evaluation of Brand Extensions: The Moderating Effect of Product Knowledge

on the Role of Attribute Similarity and Extension Ability

-pµe½s¸¹¡JNSC 88-2416-H-004-032 °õ¦æ´Á¶¡¡J1998 ¦~8 ¤ë1 ¤é¦Ü1999 ¦~10 ¤ë31 ¤é ¥D«ù¤H¡J§O½¬¸¦°Æ±Ð±Â °ê¥ß¬Fªv¤j¾Ç¥ø·~ºÞ²z¾Ç¨t ¤@¡B¤¤¤åºK-n ¥»¬ã¨sªº¥D-n¥Øªº¬°¥H®ø¶OªÌ²£«~ª¾ ÃÑ°µ¬°¤¤¤¶ÅÜ¼Æ¡A±´°Q²£«~¬Û¦ü©Ê»P¼t°Ó ©µ¦ù¯à¤O¹ï«~µP©µ¦ù®ÄªG¤§¼vÅT¡A¥H¾Ç¥Í ¼Ë¥»´ú¸Õ¨ä¹ï¤â¿ö»P¶¼®Æ¤§¯u¹ê«~µP©µ¦ù ©ó¨ä¥L²£«~Ãþ§Oªº¬Ýªk¡Aµ²ªGÅã¥Ü®ø¶OªÌ ¬O§_±µ¨ü¼t°Óªº«~µP©µ¦ù³Ì¥D¨ü¨ä©Ò·P¨ü ¨ìªº»s³y§xÃø«×»P¼t°Óªº²¾Âà¯à¤O¼vÅT¡C ÃöÁä¦r¡J«~µP©µ¦ù¡BÄÝ©Ê¬Û¦ü©Ê¡B©µ¦ù¯à

¤O Abstract

This study examine the moderating effect of product knowledge of attribute similarity and extension ability on brand extension. Real brands of watches and soft drinks were used to test college students’ acceptability of extended products. The results showed that product difficulty and transfer ability were the most important factors of the success of brand extension.

Keywords: Brand Extensions, Attribute Similarity, Extension Ability

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[9] Keller, Kevin L. & Aaker, David A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29 (February), 35-50.

[10] Lane, Vicki & Jacobson, Robert (1995). Stock market reactions to brand extension

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[13] Reddy, Srinivas K., Holak, Susan L. & Bhat, Subodh (1994). To extend or not to extend: Success determinants of line extensions. Journal of Marketing Research, 31 (2), 243-262. [14] Smith, Daniel C., & Park C. Whan (1992). The

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[15] Tauber, Edward M. (1981). Brand franchise extensions: new product benefits from existing brand names. Business Horizons, 24 (2), 36-41. [16] The Economist, (1990). Brand-stretching can

be fun— and dangerous. The Economist .315 (7653), 73-74. ªí¤@¡B¬ã¨s¤@¤§¤â¿öÃþ«~µP©µ¦ùÅÜ²§¼Æ¤ÀªRµ²ªG ©µ¦ù¾A¦X«× ÁÊ¶R·NÄ@ ÅÜ¼Æ¦WºÙ ¦Û¥Ñ«× §¡¤è F-È §¡¤è F-È ¬Û¦ü©Ê 1 1.55 1.53 1.21 1.10 »s³y§xÃø«× 1 19.61 19.39 ** 4.59 4.14 * ²¾Âà¯à¤O(»s³y§xÃø«×) 2 150.22 148.51 ** 92.44 83.52 ** ²£«~ª¾ÃÑ 2 3.18 3.14 * 2.86 2.58 ¬Û¦ü©Ê*»s³y§xÃø«× 1 27.04 26.73 ** 21.62 19.53 ** ¬Û¦ü©Ê*²¾Âà¯à¤O(»s³y§xÃø«×) 2 1.36 1.35 4.63 4.18 * ¬Û¦ü©Ê*²£«~ª¾ÃÑ 2 0.64 0.63 2.66 2.40 »s³y§xÃø«×*²£«~ª¾ÃÑ 2 0.86 0.85 0.35 0.32 ²¾Âà¯à¤O(»s³y§xÃø«×)*²£«~ª¾ÃÑ 4 1.20 1.18 1.45 1.32 ¬Û¦ü©Ê*²¾Âà¯à¤O(»s³y§xÃø«×)*²£«~ª¾ÃÑ 6 0.28 0.28 0.19 0.17 («~µPÁp·Q)2 1 1.05 1.03 0.03 0.02 ¼Ò¦¡ 24 23.00 22.74 ** 14.14 12.77 ** R2 = 0.16 R2 = 0.10 ªí¤G¡B¬ã¨s¤@¤§¶¼®ÆÃþ«~µP©µ¦ùÅÜ²§¼Æ¤ÀªRµ²ªG ©µ¦ù¾A¦X«× ÁÊ¶R·NÄ@ ÅÜ¼Æ¦WºÙ ¦Û¥Ñ«× §¡¤è F-È §¡¤è F-È ¬Û¦ü©Ê 1 143.77 147.66 ** 192.04 195.48 ** »s³y§xÃø«× 1 345.83 355.16 ** 351.58 357.88 ** ²¾Âà¯à¤O(»s³y§xÃø«×) 1 152.16 156.26 ** 154.55 157.32 ** ²£«~ª¾ÃÑ 2 1.58 1.62 4.71 4.79 ** ¬Û¦ü©Ê*»s³y§xÃø«× 1 0.80 0.83 6.26 6.38 * ¬Û¦ü©Ê*²¾Âà¯à¤O(»s³y§xÃø«×) 1 22.33 22.94 ** 23.86 24.29 ** ¬Û¦ü©Ê*²£«~ª¾ÃÑ 2 0.77 0.79 0.68 0.69 »s³y§xÃø«×*²£«~ª¾ÃÑ 2 3.43 3.52 * 4.21 4.28 * ²¾Âà¯à¤O(»s³y§xÃø«×)*²£«~ª¾ÃÑ 2 0.68 0.69 2.04 2.08 ¬Û¦ü©Ê*²¾Âà¯à¤O(»s³y§xÃø«×)*²£«~ª¾ÃÑ 4 2.54 2.61 * 1.92 1.95 («~µPÁp·Q)2 1 2.05 2.11 1.36 1.39 ¼Ò¦¡ 18 80.66 82.83 ** 86.89 88.45 ** R2 = 0.38 R2 = 0.39

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