非典型品牌延伸方式對延伸產品知覺價值之影響

Measuring the Effect of Atypical Brand Extension Methods on the Perceived Value of Extended Product

本研究主要探討在非典型品牌延伸下，品牌延伸方式及原品牌知覺品質對延伸新產品知覺價值的影響。本研究應用實驗設計來檢定假說，為3（品牌延伸方式）x 2（原品牌知覺品質）的實驗，有217位受測者參與本實驗。研究顯示消費者對於非典型延伸新產品的知覺價值，均受到品牌延伸方式與原品牌知覺品質的影響，且延伸方式會影響品牌知覺品質對非典型延伸產品知覺價值的影響。在中品質品牌非典型延伸下，中介品牌延伸皆顯著高於直接品牌延伸方式對延伸新產品知覺價值。但在高品質品牌非典型延伸下，直接品牌延伸皆顯著高於中介品牌延伸方式對延伸新產品知覺價值；複合品牌延伸方式則不論原品牌知覺品質為何，在進行非典型品牌延伸皆有不錯的效果。

This study explores the influences of methods of brand extension and parent brand quality perception on the perceived quality of extended product under the condition of atypical brand extension. This research adopted experimental design with 3 × 2 between-subject design, and 217 respondents participated in the study. The results showed that the perceived quality of atypical extended product by consumers is affected by the methods of brand extension and quality of parent brand perception. In addition, the method of brand extension is moderating the effect of parent brand quality perception on the perceived quality of extended product. The findings also indicated that successful intervening extension has higher evaluations on a proposed extension than direct extension with a medium quality of parent brand. However, for a high quality of parent brand, direct extension has better outcome than successful intervening extension. The results also showed that composite extension is a satisfying method for an established brand to conduct atypical brand extension no matter what the brand quality is.