The Effects of Country, Corporate, and Product Image on Brand Extensions
Date Issued
2010
Date
2010
Author(s)
Liu, Yu-Wen
Abstract
The aim of this research is to investigate how the endorsed-effect and the feedback-effect of brand extensions influence branding strategy. The endorsed-effect flows from the parent brand to the new brand, whereas the feedback-effect flows from the new brand back to the parent brand. Furthermore, this research also discusses the modulated effect of country, corporate, and product image on branding strategy.
The research setting is in the Taiwan food service industry, using two well-known brands; Formosa Chang, well known for its use of country branding, and Wang Steak for its corporate branding. Using these two brands, a simulation of two upward and downward extension scenarios for each brand were conducted.
The research methodology used SPSS process analyses of 330 completed questionnaires. Based on the analyses, the endorsed-effect of downward extension is positive, and the feedback-effect is negative. Both the endorsed-effect and feedback-effect of upward extension are positive.
In addition, the research also found that consumers favor a monolithic branding strategy the most.
Subjects
brand extension
brand image
country image
corporate image
product image
Type
thesis
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