A Study of Atypical Brand Extension on Perceived Value

• Main Authors: Yu-Chieh Pan, 潘裕傑
• Other Authors: 李月華
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/59373718098737371559

碩士 === 淡江大學 === 企業管理學系碩士班 === 97 === The brand extension in development so far was a lot of contributions to academy and application on the practice all the time. The most important of conclusion on academy is that core brand more similar and fitter with proposed extension which probability of successful extension was higher. So, common brand extension is typical brand extension. But for company, it is quite difficult and high risk to build a brand. When company want to dabble at product categories which dissimilar with core products if use built brand. So, it is atypical brand extension when core brand extend to dissimilar product categories. For typical brand extension, not all brands can use brand extension if perceived quality of core brand is too low to a bad extension； For high quality brand, the strong brand core values do affect the atypical extension result? So it is causing the research motive. The research will use three extension ways included direct brand extension, sequential brand extension, composite brand extension and join the perceived quality of core brand to confer atypical brand extension. The research of atypical brand extension, focus on brand extension ways and perceived quality of core brand to affect perceived value of new extension product. An experimental research design was applied for testing the set of hypotheses put forth. It is a 3 (brand extension ways) x 2 (perceived quality of core brand, high vs. average) experiment, a total of 240 respondents participated in the study. The study indicates brand extension ways and perceived quality of core brand will affect perceived value new extension product to consumers, brand extension ways more effective than perceived quality of core brand. When company implement atypical brand extension in accordance with the study conclusion.