| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === From the 1980s, the concept of brand extension has begun to receive attentions. Since then, brand extension has considered to be one of the important growth strategies. As a result, there has been a large number of literature concerning about the relative issues. However, the brand extension strategies have been widely used by companies, but do not necessarily guarantee success. On the other hand, from a practical prospective, more and more managers are focusing on how to leverage the parent brand equity to obtain benefits. Therefore, this study considers the impact of promotion intensity, brand equity and brand preference on purchase intention, which concludes the moderating effect of brand similarity.
The results indicate that different levels of promotion intensity will cause significant difference of brand equity. But high level of promotion intensity will not certainly lead to low perceived quality and then diminish brand equity. In addition, consistent with the viewpoints of previous researches, brand equity will have positive impact on brand preference. On the other side, the empirical results of this study show that, regardless of the degree of brand similarity, the relationships between brand preferences and purchase intentions are positively coorelated. That means, if consumers have positive attitudes towards the brand, suppliers can introduce highly similar extension products into the market and increase consumers purchase intentions. In another words, if there are suppliers whose brands are evaluated negatively by consumers, it is not beneficial even if suppliers introduce low similar extension products.
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