| Summary: | 碩士 === 大同工學院 === 事業經營學系 === 85 === THE INTERVENING EXTENSION EFFECTS ON THE EVALUATION OF THE
DIFFERENT PRODUCT CHARACTERISTICS Advisor : Dr.
Ming-chuan Pan Student : Shu-ling KuoTATUNG
INSTITUTE OF TECHNOLOGY GRADUATE SCHOOL OF MANAGEMENT MASTER
THESISJUNE 1997ABSTRACT As the become increasingly
competitive product market and the consumer''s preferences change
rapidly, the life cycle of a product becomes short and the cost
of introducing products to the market rising. A successful brand
can win the loyalty of consumers and distinguish form
competitors. The brand has its value to form competitive
advantages and develop more growth opportunities. Hence, brand
extension has become the important marketing strategy in the
firm. The purposes of this study are to explore the extension of
different product categories and the involvement of intervening
extension have influences on the evaluation of the original
brand and on the evaluation of the proposed extension when a
firm searches for diversification. This study adopts experiment
design, there are two experiments on this study, including two-
factor 4×2 and two-factor 4×3 experiment design. The main
factors in our two experiments are the type of brand extension
and brand concept, and the type of intervening extension. The
first factor in our two experiments is the type of brand
extension and brand concept, including (1) consistency of
product characteristics and symbolic concept, (2) consistency
of product characteristics and functional concept, (3)
inconsistency of product characteristics and symbolic concept,
and (4) inconsistency of product characteristics and
functional concept. There are two levels of type of
intervening extension in the first experiment (having an
intervening extension and no intervening extension), and three
levels in the second experiment (no intervening extension ,
successful intervening extension, and unsuccessful intervening
extension). The dependent variable in experiment one is the
evaluation of the proposed extension. The dependent variables
in experiment two are the evaluation of the proposed extension
and original brand. Several results of this study can be
deduced.1. It will have higher evaluations of the proposed
extension when the type of brand extension belongs to
consistency of product characteristics between the original
brand and the proposed extension. 2.A firm which brand belongs
to symbol-oriented concept can take advantage of its brand
concept to achieve the better evaluations than a brand belongs
to function-oriented concept.3.When a firm adopts brand
extension, the extension that have an intervening extension tend
to have better evaluations than the extension that have no
intervening extension. 4. An unsuccessful intervening extension
will hurt the evaluations of the proposed extension and the
original brand.
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