品牌依附對於品牌延伸評價之影響：以7-11和7-SELECT為例

The Influence of Brand Attachment on Brand Extension Evaluation: An Empirical Validation of 7-11 and 7-SELECT

10.6495/CIMBM.2015.032

王禹驊(Yu-Hua Wang)；李家瑩(Chia-Ying Li)

品牌依附 ； 自我一致性理論 ； 品牌延伸評價 ； 知覺契合度 ； Brand attachment ； Self-congruity theory ； Brand extension evaluation ； Perceived fit

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

462 - 476

繁體中文

7-ELEVEN在台灣便利商店市場佔有率接近50%，身為台灣最大零售通路，在民眾荷包緊縮及各通路的殺價競爭下，開始積極拓展自有品牌「7-SELECT」系列商品，提供減價或是加量的超值商品。由於7-ELEVEN單日來客數超過千萬，而7-SELECT最多的產品屬於食品類產品及基本民生必需品，因此應當還有相當大的成長幅度。過去研究大多著重於品牌與消費者自我之間的關係，卻缺乏對於品牌依附和母子品牌延伸之間關係的探討。因此，本研究從母品牌（7-ELEVEN）間的自我一致性理論的角度出發，探討消費者與母品牌（7-ELEVEN）間品牌依附關係，及其對於子品牌（7-SELECT）的品牌延伸評價，並進一步探討知覺契合度對於品牌依附及品牌延伸評價之間的干擾效果。

7-11, the biggest retail store in Taiwan, began to actively expand their private brand ＂7-SELECT＂. Most customers have negative impression on private brand, because they think private brand products are cheaper and with poor quality. It is interesting to explore that whether the rapid growth of 7-11 brings benefit to 7-SELECT. Most previous studies focused on the relationship between brands and consumers, rather than brand attachment and brand extension. This study tries to explore the antecedents of brand attachment for 7-11, which may further consumers' brand extension evaluation on 7-SELECT. In addition, the moderating effect of perceived product on the relationship between brand attachment and brand extension evaluation is also explored. This study would further propose suggestions and managerial implications for retailers to exercise their brand strategies.