| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 102 === The purpose of this study is to explore the extension similarity on the relationship between corporate credibility and brand extension evaluation. The study uses an experimental research design. Smartphones are used as extension products. The fictitious brands from different product categories are used to manipulate extension similarity (high similarity category/low similarity category). Two stages of pretest and a final experiment are applied. The pretest is used to decide the product category of fictitious brand, and test the appropriateness of fictitious scenario for corporate credibility (high corporate credibility /low corporate credibility). The usable samples consists of 28 participants. The final experiment uses a 2 x 2 between subject factor design. College students are the participants. 40 students are assigned to each experimental cell. Totally 137 samples are collected. The result shows that corporate credibility positively affects brand extension evaluation (perceived quality and attitudes toward extension products). In addition, extension similarity moderates the positive relationship between corporate credibility and brand extension evaluation. Compared to high extension similarity, corporate credibility more positively affects the brand extension evaluation for the lower extension similarity. This study discusses the implications for the theories and managerial practices, and suggestions for the future study.
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