序列延伸之品牌彈性對品牌權益效果之研究

A Study on the Effect of Sequential Extended Brand Elasticity on Brand Equity

賴明政(Ming-Cheng Lai)；周峰莎(Feng-Sha Chou)

品牌彈性 ； 序列品牌延伸 ； 品牌權益 ； 品牌延伸評價 ； Brand Elasticity ； Sequential Extension Strategies ； Brand Equity ； Brand Extension Evaluation

行銷科學學報

7卷2期（2011 / 12 / 01）

155 - 177

繁體中文

品牌延伸策略一直是許多在國內及國際企業成長策略的基礎，品牌延伸策略如何影響品牌權益已成為現今熱門的策略議題。目前企業大多採多角化策略，期望能擴大企業版圖，因此，跨足與母品牌形象截然不同的產品類別，將會是企業面臨最大的挑戰。然而，當消費者在面對企業推出與母品牌不同的產品類別時，品牌延伸策略是否會驅使消費者接受該品牌延伸的產品類別。本研究針對品牌彈性、品牌延伸評價及品牌權益間關係，透過問卷方式進行調查，共發出260份問卷，有效問卷237份。研究結果發現：(1)聲譽性母品牌在非典型序列品牌延伸之下，隨後延伸的品牌彈性會優於中介延伸的品牌彈性；(2)品牌彈性對品牌權益呈正向影響； 品牌延伸評價對品牌權益呈正向影響。針對上述的發現，本研究提出對實務運作的管理意涵與具體建議，供實務運用與後續研究的參考。

Brand extension has been the basis for growth strategies of many enterprises globally. How brand extension strategies affect brand equity has become a popular strategic issue. At present, enterprises mainly adopt diversification strategies to expand business territory. Therefore, the product categories that are completely different from main brand image will be the greatest challenge faced by enterprises. However, when consumers face product categories different from master brand image promoted by enterprises, will brand extension strategies urge them to accept product categories of product extension? This study investigated the correlation among brand elasticity, brand extension evaluation, and brand equity, and conducted a questionnaire survey. A total of 260 questionnaires were distributed, and 237 valid questionnaires were returned. This study found that: (1) under atypical sequential brand extension of reputable master brand, the brand elasticity of subsequent extension will be superior to that of intervening extension; (2) brand elasticity has a positive effect on brand equity; (3) brand extension evaluation has a positive effect on brand equity. Based on the aforementioned findings, this study proposed specific suggestions on the management of practical operation as reference for practical application and follow-up studies.

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