媒體品牌優勢與延伸契合度對母品牌態度之回饋效果

The Reciprocal Effects of the Parent Brand Dominance and Extension Fit on Media Parent Brand Attitude

10.6226/NTURM2006.17.1.191

李雅靖(Ya-Ching Lee)；施凱瑜(Kai-Yu Shu)

報紙 ； 品牌優勢 ； 延伸契合度 ； newspaper ； brand dominance ； brand extension

臺大管理論叢

17卷1期（2006 / 12 / 01）

191 - 210

繁體中文

本研究探討報紙之延伸產品（網站）與母品牌優勢對母品牌態度的影響。本研究採實驗法，研究結果發現，相較於未導入延伸產品，報紙之高契合延伸產品的推出會提升消費者的母品牌態度，低契合延伸產品則會降低消費者對該品牌的態度。本研究結果亦顯示，品牌優勢會影響報紙媒體推出高、低契合延伸產品時，消費者所產生之母品牌的態度。本研究建議報紙在推出延伸產品時，若欲提升消費者對母品牌的形象與態度，首重考量延伸產品與原報紙形象的契合度，避免低契合產品之推展，提高品牌優勢，才能以強化品牌的價值。

This research studies effects of extended products introduced by the press and the dominance of the parent brand on the attitude toward parent brand. Experimental results indicate that, compared to the time that no extended product exists, brand extensions of high fit significantly enhance readers' brand attitude toward a newspaper. Brand extensions of low fit have significant negative reciprocal effects on brand attitude. In addition, brand dominance influences effects of extensions of good fit and effects of extensions of poor lit on consumers' parent brand attitude. This research suggests that newspapers should first consider the fit between extended products and brand image when the press introduces brand extensions. Poor extensions should be avoided and brand dominance should he enhanced to strengthen brand value.

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