| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理系 === 99 === Brand loyalists have more repetitive purchasing behavior and higher intention to purchase brand extension products are the core of enterprise brand assets. This study, comprised two pilot experiments and two formal experiments, used the Event-related Potential (ERP) research method to explore the moderating effect of brand loyalty to brain extension.
In both formal experiments, 16 Nike loyalists and 16 Nike non-loyalists were selected to in the two stages of oddball tasks. The Nike and Puma were the standard stimulus in each stage and the sport products, personal care products and home electric equipments are the deviated stimuli. In the 1st formal experiment, subjects were asked to press button at the standard stimuli. The results showed that the subjects of Nike non-loyalists evoked the larger P3a in personal care products and home electric equipment products than in sport products, which meant the formal two kinds of products attracted more attention from subjects than sports products did. In the 2nd formal experiment, subjects were asked to press button at the deviation stimuli. The results showed that the P3b amplitude difference between personal care products and sport products was not significant, whereas the P3b amplitude difference between home electric equipment products are products and sport products was significant, which meant the extension of sport brand to personal care products was better than to home electric equipment products.
The research result makes us understand the brand attitude of brand loyalists better. When we want to apply the brand extension to brand loyalists, P300 (P3a and P3b) could be a neuro-indicator.
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