| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 86 === In recent years, more and more competitors enter into
consumption markets and let the cost of marketing becomes more
and more expensive. While the competitions of consumption
markets has already transferred to strategies of brand, more and
more firms are using the strategy of brand extensions to
introduce new products to markets. Different to most of the
research of brand extensions which focus on the dimensions of
"FIT", this research add the factor of product involvement level
to investigate the influences of different involvement level
extension products on brand extensions. This research wants to
investigate the following:1、 The role of brand concept
consistency on brand extensions? 2、 The influences of different
involvement level extension products on brand extensions?
This research adopts the design of experimental method.
Questionaire survey which T.K.U Business College students.
ANOVA and T-test are used for data analysis. The major
conclusions are:1、 When original brand and extension products
have higher brand concept consistency, the consumers''
evaluations of brand extensions are better.2、 When brand
concept consistency is higher, the influences of high-
involvement and low-involvement extension products on brand
extensions evaluations are significantly different; but when
brand concept consistency is lower, the influences are not
significantly different.3、When affective-oriented brands extend
to high-involvement products, the consumers'' evaluations of
brand extensions are better.
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