A Study Of Brand Extension Performance ─ The Cases of the Smart Phone Industry and Sport Shoemaking Industry

• Main Authors: LIN,YI-JING, 林怡靜
• Other Authors: Shen,Ching-Lung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/j6pv45

碩士 === 國立屏東科技大學 === 企業管理系所 === 105 === As a result of environment changing rapidly and violent competition, therefore, To meet the changing needs of consumers, companies must continue to introduce new and diversified products and services, and make use of brand strategy to strengthen their competitive advantage.the enterprise how to sale their extendable prodcts and sustain competitive advantages,it become a important issue now. In the literature review, they all focus on the Brand image or country of origin and fit of brand extension how to affect the effect of brand extension. Therefore, this study integrate these antecedents including brand image、country of origin and fit of brand extension,besides,to accede to another factor of Brand technical level. This study is mainly based on the National School of Management, Pingtung University of Science and Technology ,A total of 520 questionnaires were issued, the effective questionnaires were 480, the recovery rate reached 92.3%.In addition, This study adopted Partial Least Method (PLS) as the statistical analysis method to test the hypotheses and examine the structural model. This study also use ANOVA TEST to try to group analysis. we can conclude that: 1. brand image,Manufacturing country of origin effect, Brand technical level There is a significant positive effect on perceived fit. 2. Perceived fit has a positive impact on brand extension performance. 3. There are some significant parts of differences in each variable based on demographic variables.