A Study of Brand Extension Decision on the Transaction Cost Perspective

• Main Authors: Chyi Jaw, 趙琪
• Other Authors: C.L. Wea
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/53121079134074898309

博士 === 國立臺灣大學 === 商學系 === 84 === 　First, three influential factors of brand extension evalu-ation originated from basic elements were developed: core brand, extension nature and extension mode in this research.Besides, then the transaction cost of self-manufacture, entrustment and brand licence were discussed. This research infered the interac- tion effect of extension typicality and transaction cost to ex- tension modes. This research found that some transaction cost will let the core brand enterprises intend to adopt self-manufacture extension mode. The more number of bargaining and uncertainty of the market , the less possible they intend to self-manufacture the extended products. When a great of bargaining exists, the high extension typi-cality will choose entrustment and the low will choose brand licence. When the extension technological typicality reduces the opportunism, the core brand enterprises prefer the externalized extension mode. The high extension market typicality will let the core brand enterprises adopt self-manufacture. This research tested the hypothesis about consumers'' evalu- ation by fixed effect linear model and had integrated brand ex- tension evaluation model by pooling extension (group) effects and influential factors. The results are that brand attitude, brand breadth, the experience attribute of extended products and fit have positive effect for evaluation. The externalized extension modes are less effective than self-manufacture on ex- tension evaluation. The interaction of involvement with experi- ence attribute, fit and modes influence consumers'' evaluation significantly.