题名

商店形象與保固對品牌延伸評估之影響：延伸相似度的干擾角色

并列篇名

The Effects of Store Image and Warranty on the Evaluation of Brand Extensions: The Moderating Role of Extension Similarity

作者

林少龍(Shao-Lung Lin)；林彩梅(Tsai-Mei Lin)

关键词

商店形象 ； 保固 ； 品牌延伸 ； 延伸相似度 ； Store Image ； Warranty ； Brand Extension ； Extension Similarity

期刊名称

管理與系統

卷期/出版年月

17卷3期（2010 / 07 / 01）

页次

403 - 423

内容语文

繁體中文
中文摘要

在品牌延伸的研究領域中，研究者逐漸重視並且試圖經由多種角度探討延伸相似度在品牌延伸中的干擾角色，本研究擬擴充此一觀點，並將商店形象及保固導入品牌延伸的領域，以探討及檢驗這些變數與品牌延伸評估之關係，以及延伸相似度對於此關係的干擾效果。本研究採用實驗法，以虛擬情境及製作廣告傳單操弄自變數，並以228位大學生爲研究對象。研究結果顯示(1)商店形象及保固都正向影響品牌延伸評估；(2)延伸相似度會與保固但不會與商店形象產生交互作用以影響品牌延伸評估，進一步的對比分析結果則顯示商店形象及保固在低相似延伸下都顯著影響品牌延伸評估，但在高相似延伸下則都不影響品牌延伸評估。本研究討論研究發現在理論及管理實務上之意涵，同時提出未來研究方向的建議。
英文摘要

In the field of brand extension, researchers gradually emphasize and explore the moderating role of brand extension similarity from various perspectives. This study intends to extend this viewpoint, and to examine the effects of store image and warranty on the evaluation of brand extension and the moderating effects of extension similarity on the above mentioned relationship. This study uses experiment design to manipulate independent variables with descriptive paragraphs stating the fictitious situation, and a scanned picture of personal computer. The data are provided by 228 college students. The results reveal that (1) both of store image and warranty positively influence the evaluation of brand extension; (2) extension similarity interacts with warranty but not with store image. However, the results of contrast analysis show that both of store image and warranty significantly affect the evaluation of brand evaluation for low similar extensions but not for high similar extensions. The author discussed the implications for theory and managerial practices, and suggests for the future study.
主题分类 基礎與應用科學 > 統計
社會科學 > 財金及會計學
社會科學 > 管理學
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被引用次数
  1. 劉財龍(2013)。提升便利商店商店形象之研究。大仁學報，43，41-61。
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