Brand Extension to Enlarge Product Performance in the Jewelry Industry

品牌延伸提升產品績效：珠寶業實證

陳澤義(Tser-Yieth Chen)；劉祥熹(Hsiang-Hsi Liu)；顏君儫(Chung-Hao Yen)

品牌延伸 ； 創新信任 ； 品牌信任 ； 產品績效 ； 珠寶業 ； brand extension ； innovation trust ； brand trust ； product performance ； jewelry industry

行銷評論

12卷1期（2015 / 03 / 01）

27 - 47

英文

本篇論文的主要目的在探討品牌延伸、信任和新產品績效之間的因果關係。我們發現行銷面品牌延伸活動對於品牌信任具有正向因果關係。信任是一項不易建立與維持的因素。因為顧客在購買高單價產品時會考慮到企業的形象和信譽。所以對於此類商品的企業而言，我們也發現品牌信任對於產品績效具有正面的因果關係。作者建議珠寶業的經理人可以先將產品做出良好的行銷活動，據以建立傑出的商譽，如此一來便可創造出卓越的績效。

The aim of this study was to demonstrate the causal relationships among brand extension, trust, and new product performance. We discovered that brand trust is positively influenced by marketing activities involved in brand extension. Trust is a critical element, and is difficult to foster and maintain, because customers consider a company's image when purchasing expensive merchandise. We determined that brand trust exhibits a positive causal relationship on market performance. We recommend that managers in the jewelry industry provide excellent marketing for their products to establish a solid customer base, enhancing company performance.

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