THE INTERVENING EXTENSION EFFECTS ON THE EVALUATION OF THE DIFFERENT PRODUCT CHARACTERISTICS

• Main Authors: KUO, SHU-LING, 郭書伶
• Other Authors: MING-CHUAN PAN
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/61737970642497118935

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.