English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110180/141115 (78%)
Visitors : 46598213      Online Users : 458
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10218


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10218


    Title: Effects of Brand-to-brand Similarity and Brand-to-attribute Similarity on Brand Extension Evaluation
    Other Titles: 品牌與品牌相似度及品牌與屬性相似度對消費者評估品牌延伸產品的影響
    Authors: 別蓮蒂;Shen, Yung-Cheng
    Bei,Lien-Ti;Shen,Yung-Cheng
    Keywords: Brand-to-brand similarity;brand-to-attribute similarity;brand extension;perceived fit;case-based reminding
    品牌與品牌相似度;品牌與屬性相似度;品牌延伸;知覺配適度;範例提示
    Date: 2007-10
    Issue Date: 2008-11-25 10:34:54 (UTC+8)
    Abstract: This research examines the effects of brand association reminding on brand extension evaluations. The current research demonstrates that perceived fit can be manipulated by reminding consumers of shared brand associations. Study 1 demonstrates that in an unsuitable brand extension with a low perceived fit, the perceived fit can be elevated by making a brand, that is similar to the core brand in certain aspects, in the extension category accessible. Study 2 tests the managerial implications of Study 1 by modifying the experimental paradigm to remind respondents of shared concepts between the core brand and the extension, with extension ads containing brand association attributes extracted from the core brand. The ads for the extensions are also found helpful in elevating the proposed unsuitable extension than the suitable extension.
    本研究探討品牌聯想的提醒對品牌延伸評估的效果。透過兩個實驗，本研究發現，消費者知覺的品牌延伸配適度可經由提醒共通的品牌聯想而提升。利用認知心理學中對類比以及「範例提示」的理論，實驗一說明若在不適合的延伸產品類別中有一個既存品牌之品牌與擬進行延伸之品牌概念相似時，則提示此品牌的存在有助於提升母品牌延伸至該產品類別的知覺配適度。實驗二則進一步探討此品牌聯想提示之行銷策略的意涵，藉由將母品牌與延伸產品共通的品牌聯想帶入延伸產品的廣告中來提醒消費者其共通的品牌聯想時，品牌延伸的知覺配適度也會因此而提升。
    Relation: 管理學報, 24(5), 551-567
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    blank.pdf19KbAdobe PDF21347View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback