Antecedents of Intention to Purchase Extension Brand：Investigating the Moderating Effects of Self-Monitoring and Brand Tie Strength

• Main Authors: Yu-Jen Lin, 林宇仁
• Other Authors: Chung-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jyrs4d

碩士 === 國立高雄應用科技大學 === 企業管理系 === 101 === Prior studies mostly focus on the direct relationships among service quality, brand image and brand identity on intention to purchase extension brand without considering the influences of overall brand fit. Accordingly, to close this gap, this study empirically tests how service quality, brand image and brand identity as antecedent variables to affect intention to purchase extension brand, while viewing overall brand fit as a mediating variable. Moreover, this study also investigates how self-monitoring and brand tie strength act as moderating variables to influence the above relations. Our empirical results suggest that：(1) overall brand fit has a positive effect on intention to purchase extension brand；(2) service quality, brand image and identity have positive effect on the overall brand fit；(3) overall brand fit has a partial mediation effect on the relationships between service quality, brand image, brand identity on intention to purchase extension brand；(4) the effect of overall brand fit on the intention to purchase extension brand is strengthen by high brand tie strength；(5) the relations of service quality, brand image and identity on overall brand fit are strengthen by high brand tie strength. These findings provide significant theoretical contributions and managerial implications.