| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 96 === This study examines the impact of brand extensions on consumer memory for parent brand information. With, the strategy of the brand extensions becoming a growing strategy of the companies, the uses original brand name is used to enter new product categories. And it can get the identification of the consumers and reduce the developing costs and risks of the new brands. This study reports the results of a laboratory experiment examining the effects of the meaningfulness of brand names and degree of similarity between the aspects of the extensions and parent brand on consumers’ parent brand memory structures.
The results suggest that when the extended brand’s aspects (e.g., category, attributes) are dissimilar to the parent brand, the parent brand’s aspect accessibility decrease, and the low likeness of the category influence memory retrieval better than the low likeness of the attribute. When the extension brand’s aspects are similar to those of the parent brand, the parent brand’s aspect accessibility increased. A meaningful brand name (e.g., category, attributes) reinforces the link between the brand and the aspects the name implies at the expense of benefits that the name does not imply. In dissimilar and similar extended brand’s aspects, a meaningful brand name (e.g., category, attributes) facilitates parent brand’s aspect accessibility than non- meaningful brand name. However, if the extended brand chooses to position on dissimilar attributes and category, a non- meaningful brand name facilitates extended brand’s aspect accessibility than meaningful brand name.
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