The Effect of Category Extension on Brand Equity: Country of Origin Effect, Brand Image and Product Fitness as Moderators
Date Issued
2010
Date
2010
Author(s)
Tsai, Meng-Hwa
Abstract
While lots of domestic industries are moving out, and the internal market is in a recess, the coffee industry including the local coffee shop, Dante, American Starbucks licensed to the Uni-President, the popularity of concept of parity coffee by 85 C, the new way of freshly boiled coffee rewritten by City Café etc.. They all are developing their distribution in the market so quickly and fiercely.
However, when those coffee chain stores open continually , and the domestic and international competitors show up one after another, these great coffee companies begin thinking to slow down the pace of opening new shops, from the past positive expansion to look back internal management, set up the brand extending tactics, continue to use the popularity and good image of the original brand, increase the acceptance when consumers facing the new products, save up the cost of the new brand, and meet consumer''s more and more demands. This research carries on the extension of product category, and discussed by utilizing two aspects, the consistency of the brand image and existing products fitness respectively. To prove the different consistency with the relation to the rights and interests of the brand will influence the success and failure, and further verify the influence on the rights and interests of the brand in the products category in various levels brand image and country-of-origin effect, the result of study is as follows:
1. The higher consistency with the brand image to the extension of new products will be more likely to success on the rights and interests of the brand compared to the products with lower consistency with the brand image.
2. When the products doing the extension of the same type of product, the brand with better brand image, will be more likely to success compared to the brand with lower brand image.
3. The extension of the localized products with higher consistency to the existing product category will be more likely to success on the rights and interests of the brand compared to the products with lower consistency with the existing product category.
Subjects
Brand Extension
Brand Equity
Category Fitness
Brand Image
COO Effect
Type
thesis
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