| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 92 === This paper focus on that when the firms carry out sequential brand extensions with single brand name, different levels of consumer loyalty will have different evaluations toward those brand extensions. And the existing brand and new extended products have different influences on the purchase intensions of trial and repeat. In the last few years, several articles have been devoted to the study of brand extensions, and they focus on the single brand extension associated with the parent brand. In fact, a single brand name has extended into multiple product categories, so the focal points of this research are investigating the reciprocal effects between the parent brand and multiple product categories under two sequential brand extensions.
In this study, the researcher examines the effect which an intervening brand extension takes on the trial and repeat of a subsequent brand extension. In addition, the researcher explores the mutual effects a subsequent brand extension will bring to the parent brand and an intervening brand—whether it can raise the brand equity of the core parent brand. The researcher uses the leading brand in the market, Dove, for the subject of evaluations of brand extensions. The researcher designs descriptive questions in questionnaires to survey the purchase intensions of objects, Dove launching new products through brand extension, and ask for them reply with Likert 7-point response scale. All the questionnaires were distributed to 400 students each school of the four colleges in Taipei. After collecting questionnaires, the researcher eliminates those inefficient and takes SPSS10.0 for Windows to analyze data. The statistic methods of this study include descriptive statistics, reliability analysis, ANOVA, and establishing of regression model. Besides, the researcher investigates the interfering variable—the performance of extended products through Chow test. Based on the result of analysis, the researcher concludes as follows:
1. The effect of core parent brand on the consumers with lower loyalty is smaller than those with higher loyalty.
2. There are positive reciprocal effects existing between the parent brand and subsequent extensions, implying that the researcher can raise brand equity through the successful brand strategy, brand extending. Therefore, brand extensions benefit to attract consumers.
3. The performance of extended products has a significant effect on the evaluations of brand extensions, especially unsuccessful brand extensions.
4. Because the repeat purchase of brand extensions is hardly influenced by parent brand and intervening brand extension, managers must pay attention to maintaining the benefit of brand extensions for a long time.
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