| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 102 === This research explores the interaction effect of category fit and brand fit on the effectiveness of premium-based promotions. It is proposed that the difference of the promotional effectiveness between high and low brand fit was more significant in a low category fit condition than in a high category fit condition. An experiment was conducted where the product involvement, the fit between the premium and the product category, and the fit between the premium and the product brand image were manipulated in a 2*2*2 factorial design. The results confirm the existence of a significant interaction effect between category fit and brand fit in the proposed direction. Additionally, high category-fit premiums were preferred over the low category-fit ones for both high-involvement and low-involvement products. When it came to brand fit, however, high brand-fit premiums were preferred only in the low-involvement product conditions. Furthermore, attitude toward the premiums was identified as a mediator for the category-fit by brand-fit interaction effect.
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