品牌與品牌相似度及品牌與屬性相似度對消費者評估品牌延伸產品的影響

Translated title of the contribution: Effects of Brand-to-brand Similarity and Brand-to-attribute Similarity on Brand Extension Evaluation

別 蓮蒂(Lien-Ti Bei), 沈 永正(Yung-Cheng Shen)

Research output: Contribution to journalArticlepeer-review

Abstract

This research examines the effects of brand association reminding on brand extension evaluations. The current research demonstrates that perceived fit can be manipulated by reminding consumers of shared brand associations. Study 1 demonstrates that in an unsuitable brand extension with a low perceived fit, the perceived fit can be elevated by making a brand, that is similar to the core brand in certain aspects, in the extension category accessible. Study 2 tests the managerial implications of Study 1 by modifying the experimental paradigm to remind respondents of shared concepts between the core brand and the extension, with extension ads containing brand association attributes extracted from the core brand. The ads for the extensions are also found helpful in elevating the proposed unsuitable extension than the suitable extension.
Translated title of the contributionEffects of Brand-to-brand Similarity and Brand-to-attribute Similarity on Brand Extension Evaluation
Original languageChinese (Traditional)
Pages (from-to)551-567
Number of pages17
Journal管理學報
Issue number5
Publication statusPublished - 2007

Keywords

  • Brand-to-brand similarity
  • brand-to-attribute similarity
  • brand extension
  • perceived fit
  • case-based reminding

Fingerprint Dive into the research topics of 'Effects of Brand-to-brand Similarity and Brand-to-attribute Similarity on Brand Extension Evaluation'. Together they form a unique fingerprint.

Cite this