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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/52917


    Title: 品牌組合策略對於消費者之品牌延伸評價之影響
    Other Titles: The Influence of Brand Portfolio Strategy on Consumer's Brand Evaluation
    Authors: 張愛華
    Contributors: 國立政治大學企業管理學系
    行政院國家科學委員會
    Keywords: 品牌組合;品牌延伸;消費者創新性;品牌承諾;平台效果
    Date: 2010
    Issue Date: 2012-05-18 13:33:42 (UTC+8)
    Abstract: 品牌是企業重要的無形資產以及競爭優勢的來源,隨者企業產品的擴增、企業間合併或策略聯盟,企業所需管理的品牌組合日愈複雜,經本研究計畫乃針對品牌組合的特性以及策略對於消費者之品牌評價之影響加以探討,品牌評價包括對於品牌延伸之評價以及對母品牌之回饋效果。考量的品牌組合特性及策略包括:組合內品質的差異程度、產品間之契合度、垂直延伸策略、水平延伸策略、以及品牌關係策略(家族品牌、副品牌、個別品牌)之影響,並考慮消費者之創新性、品牌承諾之調節作用以及比較網路平台與實體平台在品牌策略效果方面之差異。本研究將採用數個實驗設計並輔佐以網路調查研究來探討研究主題。
    This research intends to investigate the influence of brand portfolio characteristics and strategy on consumer’s evaluation of brand extensions as well as spillover effects on parent brand. We consider the effects of quality variation within the portfolio, brand-extension fit, vertical as well as horizontal extension strategy, and brand relationships among brands in the portfolio (that is, individual brands versus sub-brands versus family brands). We also test the moderation effects of consumer innovativeness and brand commitment on “brand portfolio strategy--brand evaluation relationships”. The differences of effects between two types of platform on which consumers interact with the brands: web platform and physical platform are also examined. The research methods are experimental methods and online survey. The research results could offer practical guidance for brand manager and fill the void of knowledge in the field of brand portfolio management.
    Relation: 應用研究
    學術補助
    研究期間:9908~ 10007
    研究經費:397仟元
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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