| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 100 === Recently, brand attachment becomes an important issue which has been discussed widely by many scholars. However, previous research on the antecedents of brand attachment is limited. For the reason, this research tries to explore what kinds of antecedent will affect consumers’ brand attachment. Many related literatures have disclosed that brand extension strategy and brand personality may affect consumers’ brand attachment. Therefore, this research takes brand extension strategy as the antecedent to study consumers’ brand attachment, and then uses brand personality as the moderator to examine the moderating effect on the relationship between brand extension strategy and consumers’ brand attachment.
A 4*3 between-subjects design plus control group was used to test the hypotheses. The brand extension strategies are classified into four different strategies, which are vertical upstream/downstream brand extensions and horizontal near/far brand extensions. Brand personalities are divided into sincerity, excitement and no specific personality. Three brands, NOKIA, HTC, and ASUS, were chosen via pretest to represent the brand personality for sincerity, excitement and no specific personality respectively. The 25% increase/reduction was manipulated for the vertical upstream/downstream extensions. Notebook and E-bike were chosen as near/far category extended products for Smartphone. 460 valid samples were recruited via convenient sampling from university students.
The findings indicate that upstream extension and near category extension will have the positive effect on the facilitation of brand attachment. However, downstream extension and far brand extension not only have a negative effect on consumers’ brand attachment but also harm the relationship between brand and consumers. Finally, brand personality has no moderating effect on the relationship between brand extension strategy and brand attachment.
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