The Effect of Brand Trust, Brand Affect and Type of Fitness on Brand Extension: Comparison between Search and Experience Goods
Date Issued
2007
Date
2007
Author(s)
Tseng, Ta-Hsuan
DOI
zh-TW
Abstract
THESIS ABSTRACT
The study examines the relationship among functional brand-choice risk, emotional brand-choice risk, brand trust, brand affect, purchase intention, prototype fit, exemplar fit, and brand extension attitude by focusing on the young students. Though issues on “how brand trust and brand affect affects brand attitude” have been widely discussed, little extend to brand extension directly. Hence, the study investigates how brand trust and brand affect influence purchase intension and brand extension attitude based on the nature of products (search goods and experience goods). In addition, dividing fitness into prototype fit and exemplar fit, observing the effect of different extension direction on brand extension attitude.
The study establishes a model to examine the relationship between each construct built in model by LISREL. The induced conclusions are as follows:
1.The brand-choice risk of experience goods has stronger relationship to brand trust and brand affect.
2.Brand trust and brand affect both promote purchase intention.
3.Brand trust and brand affect couldn’t influence brand extension attitude obviously.
4.Purchase intention hasn’t obvious influence on brand extension attitude.
5.Prototype fit and exemplar fit affect brand extension attitude.
6.Prototype fit and exemplar fit of experience goods have stronger influence on brand extension attitude.
Subjects
品牌延伸
品牌信任
品牌情感
契合度
搜尋品
體驗品
LISREL
brand extension
brand trust
brand affect
fitness
search goods
experience goods
Type
thesis