| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 101 === According to Brand Extension Theory, consumers’ brand knowledge, brand attitude and brand loyalty will affect their use of brand extension. Using the brand extension theory as the theoretical framework, this study regards the websites of print news media as their brand extensions, and thus investigated the relationships between brand knowledge, brand attitudes and brand loyalty and the use behaviors of Taiwan’s major print news media. An online survey was adopted to collect data for this study, and 710 valid questionnaires were obtained. The data analysis shows that for newspapers, readers’ brand knowledge and brand attitudes were positively associated with the use of these newspapers’ websites. However, for news magazines, only readers’ brand attitudes exerted a significant effect on the use of magazines’ websites.
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