| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === The research explores the reciprocal impact of forward extension, i.e. Mr. Brown coffee, and backward extension, i.e. Starbucks on parent brands. Specifically, this research attempts to understand whether customers, perceived value of each brand is changed before and after extension.
The research employed the experimental method and collected data from both laboratory and on-site stores.
The results indicate：
(1) When customers, perceived value increases, the parent brand will receive positive reciprocal effects from the forward extension (Mr. Brown case).
(2) When customers, perceived value reduces, the parent brand will receive negative reciprocal effect from the backward extension (Starbucks case).
We conclude that it is whether consumers perceived the value from an brand extension that provides an reciprocal effect on its parent brand.
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