The Influence of the Cartoon Trade Character on Children’s Brand Extension Evaluations

• Main Authors: Pai-Ying Huang, 黃百瑩
• Other Authors: Yi Ching Hsieh
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/18594685529437436129

碩士 === 東吳大學 === 企業管理學系 === 93 === In today's competitive battleground, the concept of brand extension has been proven to be an important strategy for marketers. Moreover, because the long-term relationships between the brand and consumers can be formed in the early stage of consumer socialization, thus figuring out the significant factor of children’s attitude toward brand extension is of great urgency. Especially, it is also important to investigate the significant role of product spokesperson played by cartoon trade character in brand extension evaluation. In the present research, we will focus on the issue of the brand extension. In study one; this study will explore the differences of brand extension evaluation between children and adults. In study two, the influence of the cartoon trade character on children’ attitude and preference toward extension is discussed. Finally, our attention will be given to how further children’s brand extension evaluation affected by the favor of cartoon character. According to the results of the studies, we have indicated that it makes great difference between children and adults’ brand extension evaluation. Furthermore, by using cartoon character especially children like as the product spokesperson for introducing new products in children’ market has been valid.