消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響

The Effects of Transfer Ability, Production Difficulty, and Brand Association on the Fitness of Brand Extension

10.6295/TAMJ.2003.0302.04

別蓮蒂(Lien-Ti Bei)

品牌延伸 ； 移轉能力 ； 製造困難度 ； 品牌聯想 ； 產品相似性 ； Brand Extensions ； Transfer Ability ； Production Difficulty ； Brand Association ； and Product Similarity

台灣管理學刊

3卷2期（2003 / 08 / 01）

65 - 83

繁體中文

本研究自消費者的角度探討產品相似性與廠商延伸能力對品牌延伸成功與否的影響，並納入品牌聯想概念，予以量化其對消費者認知之品牌延伸合適性的影響。以183位學生樣本測試消費者對手錶之真實品牌延伸於六項產品類別的看法，結果顯示消費者是否接受品牌延伸，最主要受其所認知的廠商移轉能力所影響，產品製造困難度高、消費者對原品牌的偏正面聯想多，對品牌延伸的接受度都有助益，單純的產品類別相似性與延伸合適性並無關聯，研究結果可提供給廠商做為擬訂品牌策略時參考。

This study examines the effects of extension ability, and brand association on the fitness of brand extension. Real brands of watches are used to test 183 college students. The results show that transfer ability is the most important factors. High level of production difficulty, as well as more positive brand associations can also contribute to the fitness of brand extension. On the opposite of previous studies, product similarity is not related to the success of brand extension. The results can be contributed to brand managers when making the decision of brand extension. It is also suggested that the application of brand association should be further investigated in the future study.

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