| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 98 === To operate a brand not only adds more value on products of enterprise but also enhances opportunities for getting higher profits. The introduction of new products comes into the whole new market by using exist and successful brands has been in practice for long time. Nowadays many enterprises are no longer have single product category, brand extension strategy is not limited between similar product categories . Previous researches indicate that similarity and fit would have direct and positive impact on extension product evaluation of consumers. To extend to similar product categories with high similarity and fit is called typical brand extension. Otherwise, it is atypical brand extension when core brand extend to dissimilar product categories. The previous researches mainly focus on similar extension product categories, so this research studies the atypical brand extension and its spillover effect.
This research of atypical brand extension mainly focus on how brand extension ways and brand awareness of core brand affect perceived value of new extension product. An experimental research design was applied for testing the set of hypotheses put forth. It is a 3 (brand extension ways) x 2 (brand awareness of core brand, high vs. average) experiment, a total of 219 respondents participated in the study. The study indicates the different degrees of brand awareness have greater impact on perceived value of new extension product than the brand extension ways. Moreover, the perceived value of high brand awareness extension product is lower than the perceived value of average brand awareness. Nevertheless, the negative extension spillover effect of high brand awareness extension product is higher than the negative extension spillover effect of average brand awareness. It is hoped that the results of this study could offer some brand extension advice for the enterprises.
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