The Evaluations of Brand Extensions - Application of Structural Equation Model

• Main Authors: Chin-Chuan Huang, 黃金川
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/80837785149107355512

碩士 === 國立中央大學 === 企業管理研究所 === 93 === In the last decade, more than eighty percent of commodities have been pushed into the market with brand extension to reduce the risk of introducing new brand. In this research, we explore brand extension evaluations of consumers by parent brand type and brand extension type. The parent brand type includes service and tangible brands; the brand extension type includes service and tangible extension products. We choose two brands 7-11, McDonalds as service brand and Nike, Sony as tangible brand. We use structural equation model to test the relationship among the attitude toward the parent brand, perceived fit, product knowledge, evaluation toward brand extension products and purchasing intension to the brand extension products. The objects of our research are the students in the school of management in NCU. We collect data by using questionnaires and use STATISTICA 6 to analyze the data. The research concludes: 1. If consumers have the more positive attitude toward the parent brand, the more positive evaluation toward the brand extension products. 2. If consumers consider the parent brand associations and the extension products have more similarity, i.e. the more perceived fit, consumers would have more positive evaluation toward the extension products. 3. If consumers have more product category knowledge toward the extension products, consumers would have more positive evaluation toward the extension products. 4. If consumers have the more positive evaluation toward the extension products, the more purchasing intension toward the extension products. 5. The evaluation of extension products in service and tangible brand extension would affect by the parent brand attitude and perceived fit of consumers. The difference of the two brand extensions is whether the product knowledge of consumers would affect the evaluation of extension products or not. In the tangible brand extension, the product knowledge of consumers would affect the evaluation of extension products but in the service brand extension, the product knowledge of consumers would not.