The moderating effect of similarity on the relationship between store image and brand extension evaluation

• Main Authors: Ching-Mei Wu, 吳靜美
• Other Authors: Shao-Lung Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/51992307333251496925

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 92 === About brand extension evaluation study, many researches result showed that strategies and situations used properly led to favorable evaluation for dissimiliar extensions. In addition, it is an important issue how to advance consumers’ favorable evaluation for dissimiliar extensions. About product evaluation research showed that store image is a signal to consumers and used some signals properly to promote product evaluation. However, whether store image led to favorable brand extension evaluation for dissimil-iar extensions still remains unknown. In other words, what is the relationship between store image and brand extension evaluation for extension similarity? This is an unanswered question. The purpose of this paper is to explore their relationship.This study used the experimental research and included a pretest and experiment. The outcome of pretest selected four brands which are Panasonic, SAMPO, NOKIA, and OKWAP. Besides, this study was chose two stores such as NOVA and RT-MART. This experiment used fictitious senarioes and advertisement handbills to be our experi-mental manipulation. The design was a 2(store image)×2(core brand quality)×2(extension similarity)between-subject factors, and add into four control groups, and every experimental treatment was assigned to thirty people randomly, and selected three hundred and sixty students as research samples. This study used three-way ANOVA to analyze the interaction effect. Results indicate store image and extension similarity had the interactive effect on brand extension evaluation. In addition, when dissimiliar exten-sions happened, high store image had better brand evaluation(perceived quality and purchase intension) than the store information of absent; the store information of absent had favorable brand evaluation than low store image.