產品相似性與品牌寬度對新聞品牌延伸產品評價之影響:新聞品牌強度的干擾效果

• Main Author: 陳柔均
• Other Authors: 王仕茹
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/35907052754369214123

碩士 === 國立臺灣師範大學 === 大眾傳播研究所 === 96 === The competition for current internal news media industry is intense. Due to the trend of micro profit, there are more and more news media companies begin to use brand extension strategy with existing news brand to increase their revenue. However, news media acts as public service, and that is why news media has to show more discretion in brand extension strategy than ordinary consumer goods. The diversification strategy on the previous research of news media industry and brand extension was the main subject. Therefore, this research focuses on the consumer evaluation of news media brand extension products by branding extension strategy and attempts to make up for the inadequacy on relative brand extension research of news media industry. Also, this research gives some practical suggestions to news media companies that want to do the brand extension strategy. This research is working by experimental method. Three independent variables are product similarity (high/low), brand breadth (narrow/broad), news brand strength (strong/weak). The dependent variable is the consumer evaluation on the product of news media brand extension. The result indicates there is the same conclusion at the strength of news branding and of branding on the past literature. That is to say, the stronger news brand has more abilities to do branding extension than the weaker one. However, there is one point different from the past studies. The product similarity and the existing brand breadth of news media do not influence the consumer evaluations on the products of news media brand extension and do not have interaction. According to all of the above, this research could give some practical suggestions. First, news media brand is prestige-oriented brand. Whatever existing breadth of news media has potential for developing the product of news brand extension which has higher or lower similarity to news media. While choosing the lower similarity on the product of news brand extension, the product sharing the culture service concept as news media is better. And then, the stronger news media brand takes advantage of the superiority on its branding strength to do the extension. The weaker news media brand makes effort in the news quality and its own positive image. Those will be helpful for customer to take better attitude toward the news media products and beneficial to do branding extension in the future or others management strategy.