The Influences of Mating Mind on the Brand Extension Fit and Reciprocal Effects

• Main Authors: Zeng, Syuan-Syuan, 曾萱萱
• Other Authors: Hsiao, Chih-Hui
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/38986613387736459970

碩士 === 國立嘉義大學 === 行銷與運籌學系研究所 === 102 === This research use mating mind-sets concept by Monga and Gürhan-Canli(2012). First, this research try to study the brand extension fit on reciprocal effects. Second, this research try to study the mating mind-sets on brand extension fit and reciprocal effects. Finally, this research probe the brand extension fit on reciprocal effects, in the co-branding, play different roles and have different degrees of influence. Which includes 355 participants. the main results of this study are as follows: (1) Brand extension fit will positive affect the reciprocal effects. (2) Mating mind-sets will positive affect the brand extension fit. (3) Mating mind-sets will positive affect the reciprocal effects. (4) Whether playing the leader brand or the partner brand, the high brand extension fit will significantly affect the reciprocal effects. Playing the partner brand, the low brand extension fit will not significantly affect the reciprocal effects.