Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation
碩士 === 中國文化大學 === 國際貿易學系碩士班 === 98 === The purpose of this study is to examine the moderating effect of self-consciousness on the relationship between extension similarity and brand extension evaluation. The study used the experimental method including a pretest and final experiment. The purpose of...
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ndltd-TW-098PCCU03230062017-03-17T06:38:06Z http://ndltd.ncl.edu.tw/handle/71955032413241907658 Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation 以自我意識特質為干擾變探討延伸相似度與品牌延伸評估關係之研究 Ming-Cheng Wu 吳銘誠 碩士 中國文化大學 國際貿易學系碩士班 98 The purpose of this study is to examine the moderating effect of self-consciousness on the relationship between extension similarity and brand extension evaluation. The study used the experimental method including a pretest and final experiment. The purpose of pretest is to select core brands (high/low similarity、consistent quality, awareness and preference). The usable samples consisted of 70 participants. The result of pretest showed Canon as the high similar extension brand, and Levis as the low similar extension brand. The research conducted with virtual scenario and advertisement handbill to manipulate the extension similarity levels. The final experiment used 2(similarity, high/low) between-subjects factors × 2(self-consciousness, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 150 college students randomly. Results indicated that similarity was positively affect brand extension evaluation. In additional, the interactive effect between similarity and self-consciousness on the perceived quality and purchase intension was significant. In other words, the low self-consciousness consumers compared to those of high self-consciousness, their perceived extension similarity more positively affect their brand extension evaluation. Shao-Lung Lin 林少龍 2009 學位論文 ; thesis 104 zh-TW |
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碩士 === 中國文化大學 === 國際貿易學系碩士班 === 98 === The purpose of this study is to examine the moderating effect of self-consciousness on the relationship between extension similarity and brand extension evaluation. The study used the experimental method including a pretest and final experiment. The purpose of pretest is to select core brands (high/low similarity、consistent quality, awareness and preference). The usable samples consisted of 70 participants. The result of pretest showed Canon as the high similar extension brand, and Levis as the low similar extension brand. The research conducted with virtual scenario and advertisement handbill to manipulate the extension similarity levels. The final experiment used 2(similarity, high/low) between-subjects factors × 2(self-consciousness, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 150 college students randomly. Results indicated that similarity was positively affect brand extension evaluation. In additional, the interactive effect between similarity and self-consciousness on the perceived quality and purchase intension was significant. In other words, the low self-consciousness consumers compared to those of high self-consciousness, their perceived extension similarity more positively affect their brand extension evaluation.
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author2 |
Shao-Lung Lin |
author_facet |
Shao-Lung Lin Ming-Cheng Wu 吳銘誠 |
author |
Ming-Cheng Wu 吳銘誠 |
spellingShingle |
Ming-Cheng Wu 吳銘誠 Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
author_sort |
Ming-Cheng Wu |
title |
Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
title_short |
Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
title_full |
Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
title_fullStr |
Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
title_full_unstemmed |
Self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
title_sort |
self-consciousness as a moderator to explore the relationship between extension similarity and brand extension evaluation |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/71955032413241907658 |
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