A Study of the Influences of Product Involvement on Brand Extensions Effects

• Main Authors: Yuan, Chih-Chiang, 袁志強
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/25346486387022729114

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.