| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === Enterprises can adopt branding extension strategies to decrease the expense on developing the awareness of new products as well as to attract consumers. However, not all of them succeeded. From previous researches, most of them focus on brand extensions of tangible products and regard Fit as the main driver to the success of brand extensions. Overall, the higher the Fit between parent brands and extension products, the more possibly brand extensions succeed. However, if Goal Congruency can be a substitute factor for Fit between them, maybe the different goals they possess offer more value to Consumers. Thus, I extend the scope of brand extensions to service industry, studying on the effect of “goal congruency” on brand extensions and further on the interaction of “goal congruency” and “advertisement framing”.
This research uses situation experiment to manipulate well-known brand to extend new service products. In experiment 1, the real enterprises Friday restaurant and 104 job bank separately launch new extended products to study the effects of “goal congruency" on “perceived value”,” brand extension attitude” and “consumers’ mood”. In experiment 2, it adds one more factor, advertisement framing, to study the two- way interaction of consumers’ mood influenced by “goal congruence” and “advertisement framing” on “brand extension attitude”.
First, it shows the incongruent brand extensions are perceived higher brand extension evaluation than congruent ones. Second, when compared with negative advertisement framing, positive advertisement framing with incongruent brand extensions receives higher brand extension evaluation. The consuming goal can be an important factor on evaluation of brand extensions.
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