A Study of Consumer’s Knowledge and Brand Extension Evaluation of IT Products
Date Issued
2005
Date
2005
Author(s)
Kusrina, Lili
DOI
en-US
Abstract
Consumer’s evaluation of brand extension had become an important research topic in IT products marketing due to the concerns of IT products’ life cycle problems. Thus marketers need to consider the timing issue in the promotion program for new products. One of the appropriate and alternative solutions for this issue is to implement brand extension. The purpose of this study is to understand the interaction between consumer’s expertise and relation between parent product and extension product (deep cues and surface cues) and how they affect the brand extension evaluation. It is hypothesized that the degree of consumers’ expertise should be coordinated to the relation between the parent product and extension product in an equivalent manner. The research methodology of the experiment is used to test the hypothesis and 80 student subjects are recruited to participate in the experiment. The empirical results of this study show that experts perform a high degree of brand extension evaluation when the extension products have the same deep cues but different surface cues to the parent product than experts in the same surface cues but different deep cues condition. On the other hand, novices in the same surface cues but different deep cues condition perform better than novices in the same deep cues but different surface cues condition. The results of this research provide strong evidence to support our hypotheses.
Key words：brand extension, extension evaluation, expertise, deep cues, surface cues
Subjects
品牌延伸
延伸評價
專家
deep cues
surface cues
brand extension
extension evaluation
expertise
Type
other
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