Institute of Business and Management
|關鍵字:||品牌延伸;消費者涉入;旗艦產品;品牌態度;購買意願;Brand Extension;Consumer Involvement;Flagship Product;Brand Attitude;Purchase Intention|
A powerful brand could strengthen product position and make a difference from competitors. However, building a successful brand pays a pretty penny so that firms could use brand extension to introduce new products or employ the advertisements for brand extension to build brand equity, which decreases the perceived risks and transfers their positive attitude of parent brand to new products. Although many studies have been conducted regarding brand extension, most of them examined the negative effect on parent brand and less focused positive effect, especially on flagship product. This study discusses the advertisements for brand extension (including the advertisements of line extension and category extension) and consumer involvement (including product involvement of brand extension and advertising involvement of brand extension) on the brand attitude and purchase intention of flagship product simultaneously. The main results of this study are: (1) an advertisement for either line extension or category extension will increase the brand attitude and purchase intention towards flagship product significantly, and the latter influence is bigger than the former; (2) product involvement of brand extension and advertising involvement of brand extension will increase the brand attitude and purchase intention towards flagship product significantly, and the latter influence is bigger than the former; (3) product involvement of brand extension has no significant moderating effect on the relationship between advertising involvement of brand extension and the brand attitude and purchase intention towards flagship product.
Journal of Management and Systems