Does Brand Trust Influence Brand Extension? An Empirical Evidence in Taiwan

品牌信任對品牌延伸影響效果之研究－台灣市場之實証研究

10.30166/PPMR.200601.0001

曾忠蕙(Chung-Hui Tseng)；王又鵬(Yu-Peng Wang)

品牌信任 ； 品牌延伸 ； 知覺適合度 ； 購買意願 ； Brand trust ； brand extension ； perceived fit ； purchase intention

Pan-Pacific Management Review

9卷1期（2006 / 01 / 01）

1 - 23

英文

在品牌延伸研究中，知覺適合度被視為是一項重要的影響因素。然而，知覺適合度在實務上似乎無法提供完整的解釋，例如Yamaha鋼琴與Yamaha機車的配適度不高但卻是成功的品牌延伸。本研究認為，除了知覺適合度外，「品牌信任」可以提供進一步的解釋。因此，本研究進行一項2（品牌信任高低）x2（適合與不適合）組間因子實驗設計以驗證上述論點。研究結果顯示，品牌信任與知覺適合度皆顯著影響消費者對延伸產品的信任與購買意願。其次，信任程度高的母品牌，搭配適合度佳的延伸產品時，消費者對延伸產品的信任與購買意願皆顯著高於搭配適合度低的延伸產品。而信任程度低的母品牌，搭配適合度高的延伸產品時，消費者對延伸產品的購買意願並沒有顯著高於搭配適合度低的延伸產品。此外，研究結果附帶發現，信任程度高的母品牌搭配適合度低的延伸產品，會比信任程度低的母品牌搭配適合度高的延伸產品，皆可使消費者對延伸產品的信任與購買意願提高。簡而言之，本研究認為品牌信任與知覺適合度的交互作用可對品牌延伸策略的成效提供更完整的解釋。

Perceived fit has long been recognized as an important determinant of brand extension strategy. However, perceived fit could not offer a comprehensive explanation to exemplify successful cases of brand extension, such as Yamaha's piano and Yamaha's motorcycle. This study proposed that ”brand trust” could provide a better explanation in addition to perceived fit. A 2 (high and low brand trust) x 2 (fit and non-fit) between-subjects experimental design was conducted in this study. Results indicated that brand trust as well as perceived fit influenced consumers' trust and purchase intention toward an extension product. In addition, when a high-trust brand with a well-fit extension product presented, consumers presented higher purchase intention toward the extension product than a high-trust brand with a non-fit extension product presented. However, a low-trust brand with a well-fit or non-fit extension product presented insignificant influence on consumers' trust and purchase intention toward this extension product. Moreover, an auxiliary finding showed that high-trust with non-fit extension product stimulated higher trust and purchase intension toward the extension product than that low-trust with fit extension product. This study suggested that the interaction of brand trust and perceived fit could be taken as a comprehensive explanation for the success of brand extension strategy.

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