| Summary: | 碩士 === 元智大學 === 企業管理學系 === 94 === The objective of this research is to recognize the influence of brand extension between brand extension, brand breadth and the extended of product technology. In the brand breadth section, this research is utilizing the concept of brand breadth. There are two concepts of brand breadth, narrow brand breadth and wide brand breadth. The narrow brand breadth means the product category is very low. However, the product category of wide brand breadth is more variety. In numerous of reports had been mentioned that the most important factor of brand extension is the similarity between original product and brand similarity. This research is going to recognize the effect upon the brand extension of both higher extension and lower extension. Furthermore, this research also discusses some product technology issues.
This research shows the narrow brand breadth with the lower technology, it’s evaluation of brand extension is higher than higher technology. And when wide brand breadth with the higher technology, it’s evaluation of brand extension is higher than lower technology. Then plus a factor-similarity, for a narrow brand, the difference in the perceived fit between the high and low similarity extensions is higher with the higher technology product than with the lower technology product, and for a wide brand, the difference in the perceived fit between the high and low similarity extensions is lower with the higher technology product than with the lower technology product.
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