| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 97 === In the competitory market, the enterprise want to approach what consumer needs ,they provides more perfect service and copious product to consumer, causes the enterprise to strengthen their own competitive advantage by using the brand strategy. A mighty brand can be creating added value for the enterprise, and it is difficult for competitor to copy the mighty brand (Aaker, 1990). Therefore there are more and more enterprises achieve their new product by using brand extension strategy. Not only can decrease the risk of failure, but reduce the cost as well.
In the frame of brand extension, the research motive is to discuss the buyers’ perception effect by brand equity, brand image, product category fit and original brand hobby. And following are the research purpose:
1. Establishment the model of brand extension, confirmation the research construction and discusses the effect of buyers’ perception by each factor.
2. Discusses about the key point of brand extension, to help brand extension product decision and development.
3. Discusses about the effect of brand extension by humanities variable, provides enterprise strategy and direction to extend their product in the market.
This research's object is the common consumer, resource of sample include department store in Taipei and luxury goods shopping website. For the 264 valid questionnaires were recovered. This research uses the gauging device after the questionnaire recycling, the material analysis and the hypothesis examination is done by SPSS 12.0. In the basic analysis, including descriptive statistics, reliability and validity analysis, factor analysis and certification path analysis co linearity analysis. The results of this study and the findings were as follows:
1. Brand image positive impact on buyers’ perception.
2. Product category fit positive impact on buyers’ perception.
3. Original brand hobby positive impact on buyers’ perception.
Finally, the results of the enterprise with the company's proposal, and hoped for the company for business and management practices, as well as for follow-up to the relevant aspects of academic and research recommendations.
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