| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 88 === Abstract:
Brand extension is very popular and has been utilized for many years. A successful brand extension is good help for the establishment of brand equities. Due to the differences of production technology are not so obvious as before, firms tend to use the differences of brand symbolism to attract the consumers’ attentions; the consumers want to express their own self-image by buying the goods with symbolic brand.
This research attempts to investigate the following: 1.the effects of a symbolic trademark on brand extensions. 2. The role of brand concept on brand extensions effects of symbolic brand. 3. The influences of different good types on brand extensions effects of symbolic brand.
This study adopts the design of experimental method. Choosing the students of T.K.U. to do the questionnaire survey by random sample. MANOVA is the main method to analyze the data.
The results of experiments support the following conclusions: 1.This study classified the brand concepts as functional-oriented and affective-oriented. We found that when original brand and extension products have higher brand concept consistency, the consumers’ evaluations of brand extensions are better. 2.When symbolic brand extend to experience goods, the consumers’ evaluation of brand extensions are not as well as the non-symbolic brand does; however, when symbolic brand extend to search goods, the consumers’ evaluation of extensions are better than the non-symbolic brand does.
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