The Influence of The Original Brand Attitude, Perceived Fit, and Sales Promotion on Customers'' Brand Attitudes and Purchase Intentions of The Brand Extensions
碩士 === 實踐大學 === 企業管理研究所 === 92 === In the twenty-one century, more and more products are produced to let customers choose. In order to save money, companies usually use the strategy of brand extensions. A successful brand extension can make benefits for both the original brand and the new product. T...
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| Format: | Others |
| Language: | zh-TW |
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2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/87330610607068499908 |
| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 92 === In the twenty-one century, more and more products are produced to let customers choose. In order to save money, companies usually use the strategy of brand extensions. A successful brand extension can make benefits for both the original brand and the new product. There are more and more companies using the brand extension strategy when they launch new products.
This research examined the influence of the original brand attitude, perceived fit, and sales promotion on customers’ brand attitudes and purchase intentions of the brand extensions. This research used experimental design of 2x2x3 to collect data and to validate the proposed conceptual framework.
Results of this research indicate that:
(1) The original brand attitude positively affects customers’ brand attitudes and purchase intentions of the brand extensions.
(2) The different ways of sales promotions don’t make any significant difference statistically.
(3) The interaction of the original brand attitude and sales promotion doesn’t positively affect customers’ brand attitudes and purchase intentions of the brand extensions.
(4) The perceived fit is a significant moderator when sales promotion affects customers’ brand attitudes and purchase intentions of the brand extensions.
(5) The perceived fit makes a positive influence on customers’ brand attitudes and purchase intentions of the brand extensions.
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