| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 86 === GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION
NATIONAL TAIWAN UNIVERSITY
NAME: Shih, Shu-LinMONTH/YEAR: JULY, 1998
ADVISER: Professor Chang, Chung Jaw
The Impacts of Brand Image, Brand Breadth, and Quality Variance
on Evaluation of
Brand Extension
Brand extension is a strategy which a corporate uses a current
brand to enter a new
product class. It can be applied when a corporate wants to enter a new market
segment, or a new industry. As a result, it can be considered as one of
alternative growth strategies. Since a brand is the most valuable asset the
corporate owns, when brand extension is implemented, it just comes the same
thing that the corporate leverages on this important asset.
The previous researches on the influence factors of extension evaluation always
put emphases on the relationship between new extension and current products,
such as the similarities in product attributes or the
consistency in brand concept,
and brand-related factors like brand affect or brand association. The other
important factors included are the direction and order of
sequential extensions,
and the performance of previous extension.
Our research is going to discover what kind of effects, both main and
interaction effects, the characteristics of product portfolio
under the core brand,
like brand breadth and the level of quality variance, would have on the
extension evaluation. After ANCOVA analysis, we have some findings as
follows:
1. Consumers'' evaluation of extension product launched by prestige-oriented
brand isn''t better.
2. The extension evaluation isn''t better when the brand has greater breadth.
3. The level of quality variance has negative impact on extension evaluation.
4. Under the prestige-oriented brand, the greater brand breadth, the worse
extension evaluation is; on the contrary, under the function-oriented brand,
bigger brand breadth brings negative influence.
5. When the level of quality variance is low, the greater brand
breadth enhances the
evaluation of extension product; otherwise, when the level of
quality variance is
high, greater brand breadth lowers consumers'' evaluation of extension product.
6. As to the impact of which the level of quality variance brings on extension
evaluation, there is no significant difference between prestige- and function-
oriented brand.
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