| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 100 === The challenging of original brand manufacture (OBM) entries in early phase of market has been facing weaker brand awareness to their target customer. However, this study argues that firms adopt different channel structure as channel type, channel power and distribution intensity may enhance brand. The purpose of this study is to understand how firm’s brand strategy, product involvement and product life cycle can influence their decision of channel in the early of market entry. Furthermore, this study explores where the moderating effect of advertising on firm’s channel structure. The research investigated 58 samples of Taiwanese consumer product manufacturers. And the results suggest that (1) Brand status is positivity related to channel type and channel intensity. Otherwise, brand extension strategy has higher distribution intensity than original brand strategy. However, advertising may negative moderating the relation between brand status and channel intensity. (2) The importance of product involvement is positivity related to channel intensity. And advertising investment may negative moderating the relation between probability of purchase error of product involvement and the influence of channel power, also negative moderating the relation between importance of product involvement and channel intensity. (3) The growth stage has larger number of channel type than other stage.
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