The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products
碩士 === 國立政治大學 === 企業管理研究所 === 95 === The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury,...
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ndltd-TW-095NCCU51210172015-10-13T16:46:06Z http://ndltd.ncl.edu.tw/handle/60677007785256398195 The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products 品牌觀念與消費者奢華態度對產品線向下延伸策略效果之影響 Huang, Sheng-Chi 黃聖棋 碩士 國立政治大學 企業管理研究所 95 The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements. The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand. Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury. To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products. 別蓮蒂 2007 學位論文 ; thesis 117 zh-TW |
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碩士 === 國立政治大學 === 企業管理研究所 === 95 === The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated.
Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements.
The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand.
Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury.
To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.
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author2 |
別蓮蒂 |
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別蓮蒂 Huang, Sheng-Chi 黃聖棋 |
author |
Huang, Sheng-Chi 黃聖棋 |
spellingShingle |
Huang, Sheng-Chi 黃聖棋 The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
author_sort |
Huang, Sheng-Chi |
title |
The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
title_short |
The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
title_full |
The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
title_fullStr |
The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
title_full_unstemmed |
The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products |
title_sort |
effects of branding strategy, brand concept, and consumer's attitude toward luxury on consumer's acceptance of downward line-stretched products |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/60677007785256398195 |
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