The Moderating Effects of Consumer Characteristics on Brand Extension Evaluation
Date Issued
2006
Date
2006
Author(s)
HSUEH, CHUN-HUNG
DOI
zh-TW
Abstract
“Brand” is a firm’s intangible asset and also an important marketing weapon. While firms confront serious competition, they usually adopt brand extension to facilitate entering new markets. Brand extensions provide a way to take advantage of brand name recognition and image which are more familiar with consumers. Moreover, brand extensions can decrease the marketing cost of launching a new brand. Therefore, the past studies found what influence brand extension evaluation, included consumer attitudes, composed of cognitive and affective dimensions, toward parent brand and the perception of fit between the parent brand and the extension category.
The purpose of this research was to explore the moderating effects of consumer heterogeneity on extension evaluation. We discussed whether the consumer characteristics including consumer expertise, involvement and self-monitoring could moderate the relative influence of parent attitude on extension attitude or not. We intended to define the real factors influencing consumer evaluation on extension.
The objects of the study were the undergraduate and graduate students of NTU. The questionnaires were collected by internet. We used SPSS12.0 to analyze data and examine the hypotheses. According to the study, the results are summarized as follows：
1.The consumer attitudes toward parent brand have significant effects on extension attitude. However, the consumer characteristics have moderate effects on cognitive and attitude structures.
2.The consumer expertise moderates the influence of fit perception on extension attitude. The higher the consumer’s expertise with extension category, the lesser the impact of fit perception on extension attitude.
3.The higher the evaluation of extension, the higher the perceived value.
Our research results showed consumer heterogeneity could moderate extension evaluation. We also found it only happened obviously on high perceived fit. Therefore, while brand managers adopt brand extension, they should think over the image of brand and the effects from consumer heterogeneity.
Subjects
品牌延伸
人格特質
涉入程度
自我監控
Brand extensions
consumer characteristics
involvement
self-monitoring
Type
thesis