英文摘要 |
“Corporate umbrella branding strategy” is to employ a corporate brands as an endorser to support the product brand, and show both names on the package or in the advertising. Referring to the findings of brand extension, this study examines the endorsing effects of “number of existing product brands under the corporate”, “corporate superiority”, “corporate image”, and “fitness between corporate and product category” on a new product brand. Two pretests are run to select eight suitable parent companies in two product categories and new extended products. The experimental results of 363 college students in a 2 × 2 × 2 × 2 mixed design show that firms with positive image and endorsing for fit products are more likely to success than negative image or unfit ones. The results can contribute to marketers on their branding decisions. Also, the conceptual framework of this study may provide some insights to the further research in this field. |