A Contingency Perspective to the Effect of Branding Strategy on New Product Performance

• Main Authors: Yu-Hsin Jen, 任宇新
• Other Authors: Chung-Jen Chen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/31659816747784785638

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === 　　Recently, more and more companies in Taiwan have engaged in establishing their own brands. They face a difficult choice between creating a new brand and extending an existing brand. The research objective is to examine the reciprocal effect of four factors on the relationship between branding strategy and new product performance. These four factors are industry environment uncertainty, existing brand equity, the fit between the new product and the existing brand, and market characteristics of the new product. 　　The population is the study is the top 5000 firms of Taiwan listed in the China Credit Information Service Incorporation. Of the 740 questionnaires mailed, 78 responses were received and 4 of them are incomplete. The remaining 74 valid and complete questionnaires were used for the quantity analyses. It represents a valid response rate of 10%. 　　The results of ANOVA analyses indicate that these four factors have partial reciprocal effect on the relationship between branding strategy and new product performance, especially the industry competition uncertainty, the fit of characteristics between the new product and the existing brand, existing brand equity, and market characteristics of the new product. According to the results, this study suggests that companies should consider these four factors as their antecedents of new product branding strategy to gain better new product performance.