| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === The purpose of this study is to examine the effects of consumer usage experience with the extension product and its market performance on parent brand, moderating by the extension similarity. When doing the far extension, will the positive usage experience or market performance improve the original dilution effects? When doing the close extension, will the negative usage experience or market performance dilute the original positive reciprocal effects?
Starbucks Coffee been chosen to be the parent brand. At the first experiment, the initial perception from customers on extension performance was discussed and used to be the following compared control group, taking different product extensions (close or far) to be the basis. The second experiment took 2x2 between subjects design, from two different conditions (positive or negative market performance) and product extensions (close or far) discussing the reciprocal effects to parent brand.
The third experiment took 2x2x2 between subjects design, including market performance (positive or negative), customers usage experience (positive or negative) and different product extensions ( close or far)
Besides, far or close products extension category similarity was judged by the pretest. The Customers usage experience was controlled by physical products. Market performance was written description.
The results indicated that as the negative market performance exists, the negative reciprocal effect of the close extension is smaller than of the far extension. This means when the negative market performance happened on the far extension product, this would more harmful to the parent brand. Under the effect of positive market performance, the negative reciprocal effect would be visibly lower on the far extension, and has no noticeable difference on the close extension. As the negative usage experience happen on the close category similarity products, the result indicated that the improvement through the positive market performance is not a big help. As the negative usage experience happened on the far category similarity products, the positive usage experience could lower customers the negative reciprocal effect on parent brand.
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