| Summary: | 碩士 === 臺北市立大學 === 休閒運動管理學系碩士班 === 106 === Introduction: Brand extension is a strategy for parent brand to develop new market or expand new product line. Endorsement is considered as an effective promotional tool to increase the awareness of extension brand. The fit between parent brand and extended brand products is found to influence consumers’ emotional connection to the image of the extended brand. In addition, the familiarity of consumers with parent brand and endorsers is likely to affect the success of the image transfer of the endorsers to the extended brand. The objective of this study is to determine the globalization strategy to improve brand awareness for multi-national corporations by understanding the consumers’ brand familiarity, endorser familiarity, sponsor fit, and its relationship with brand personality, purchase intention and parent brand-extension fit by assessing the endorsement campaign between UNIQLO and Kei Nishikori. Method: Online questionnaires will be distributed in Japan. Information including personal data, brand personality, brand familiarity, endorser familiarity, sponsor fit, purchase intention and parent brand-extension fit will be collected. Result: The sample for this study consisted of 515 Japanese citizens, aged 20 and over. 394 questionnaires were valid. Conclusion: The result revealed that sponsor fit had a significant direct effect on brand personality, purchase intention and parent brand-extension fit. And the study identify consumers’ perception of sincerity and competence between UNIQLO and Kei Nishikori through the consideration of the moderating effect of endorser familiarity. The results indicated that the most important factor of the model is endorser-brand fit. Consumers’ perception of brand personality, purchase intention and parent brand-extension fit is mainly directly influenced by sponsor fit.
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