策略子品牌延伸效果之研究

蘇庭鋒

doi:10.6846/TKU.2016.00020

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策略子品牌延伸效果之研究

A Study of the Effect of Strategic Sub-Brand Extension

苏庭锋 , 硕士　　导师：李月华　　

繁体中文 DOI： 10.6846/TKU.2016.00020

品牌形象；品牌延伸；延伸契合度； Brand Image ； Brand Extension ； Extension Fit

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摘要 │ 参考文献 (121) │ 国际计量

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With consumers aged 15-35 in mind, 3M created differentiation for its anti-acne product range by launching an acne patch made of synthetic skin. In response to the rapidly changing market and competition from many other brands’ anti-acne products, 3M originally hoped to unveil the Nexcare anti-acne face wash as a brand extension for use together with its anti-acne patch. However, sales fell far short of the anti-acne patch. Apparently, many consumers bought the anti-acne patch without considering the Nexcare anti-acne face wash. Therefore, this research aims to understand whether consumers are influenced by the 3M or Nexcare brand when purchasing anti-acne face wash, and in addition to that, whether consumers are confused as a result of the company coming up with too many brands, leading to lukewarm sales.

The aims of this research are: (1) To assess the influence of the 3M brand image upon consumers when considering the purchase of extension products. (2) To assess the influence of the Nexcare brand image upon consumers when considering the purchase of extension products. (3) To assess the influence of product-related and marketing-related factors on consumers’ decision to purchase extension products. The objective of the above three analyses is to provide 3M and the Nexcare anti-acne face wash marketing team direction and advice for future marketing, in order to improve consumer willingness to buy, and to boost sales.

This research proposes the use of parent-child branding features, extension fit, complexity of extension product, and the marketing environment of extension product, as factors influencing consumers’ willingness to buy extension products. Research was carried out via convenience sampling, using modified questions from pretests, 416 valid questionnaires were collected.

The summary of the research conclusion is as follows: (1) Consumer willingness to buy the extension product anti-acne face wash increases together with the Nexcare brand image. (2) Consumers’ willingness to buy extension products increases together with its degree of extension fit with the 3M image. (3) Consumers were confused whether the anti-acne patch and face wash belonged to 3M or Nexcare. (4) Product and marketing-related factors produced different results upon consumers from different age groups when it came to buying the anti-acne face wash.

参考文献 ( 121 ) 〈TOP〉

2.王杰毅(2011)。品牌形象、涉入程度、生活型态与购买意愿关系之研究-以宏碁电脑产品为例。国立成功大学高阶管理硕士在职专班硕士论文。
连结：
5.别莲蒂(2003)。消费者认知的厂商移转能力，产品制造困难度与品牌联想对品牌延伸合适性的影响。台湾管理学刊，3(2)，65-84。
连结：
6.吴欣鸿(2009)。由消费者观点分析品牌延伸的绩效研究。国立成功大学企业管理研究所硕士论文。
连结：
7.李月华、朱章翰(2013)。品牌延伸方式对非典型延伸产品评估与品牌回馈效果之研究。辅仁管理评论，20(2)，27-50。
连结：
8.李月华 & 潘裕杰。(2011)。非典型品牌延伸方式对延伸产品知觉价值之影响。中山管理评论，19(4)，971-1001.
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引用含有DOI的文献

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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。