| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 92 === To assess the influence of brand extension on enterprise, it is inevitably to evaluate brand extension. However, most of scholars emphasize on the relationship between consumers’ viewpoints upon the original brand and brand extension evaluations. Few researches emphasize on how viewpoints of the original brand would affect brand extension evaluations. Thus, we encounter a question which is that how would the viewpoints of the original brand upon the consumers and the viewpoints of the consumers upon the original brand would affect the brand extension evaluations.
In our research, interpersonal relationship is used to help us understand more about the relationship between the consumers and the brand. Further more, interpersonal relationship is also an analogy to the brand relationship whose definition is that “the attitudes and behaviors of the consumers/the brand possessing toward each other. Then we conceptualize and quantify the brand relationship, and develop a table of brand relationship. Lastly, we use the table mentioned to research what influences it has toward brand extension evaluations.
The methods of our research are correlated analysis and regression analysis. The data are collected from north college students. There are 450 questionnaires distributed and 391 effective ones return, resulting in an approximate response rate of 86 percent.
The results can be concluded as the following:
1. If the consumers have good impressions on the original brand, they would also have good brand extension evaluations on the products which highly match the original brand.
2. When the products highly match the original brand, the viewpoints of the original brand upon the consumers have no great impacts on brand extension evaluations.
3. The brand relationship which is analogy to the interpersonal relationship has great impact on brand extension evaluations when the products highly match the brand itself.
4. Brand extension evaluations are affected by how the consumers view the brand which is only part of the brand relationship.
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