複合式品牌延伸是近年來推出新產品時常用的策略，指的是兩個品牌共同推出一個新產品，而這個新產品是兩者過去從未碰觸的產品類別，且新產品的名稱中包含了兩個品牌原有的品牌名。當一個品牌聯盟形成並研發出新產品之後，在包裝或是廣告中的產品名稱，便成為傳達新產品概念最直接的方式。
Park, Jun, and Shocker (1996)提出一個模式，描述消費者形成對於複合式品牌延伸概念認知的過程。根據這個模式，如果消費者看到「Slim-Fast chocolate cakemix by Godiva」這個產品名稱，他們會先把產品「chocolate cakemix」及「Slim-Fast」這個品牌結合起來，在心中先形成一個新的概念，然後再把這個新的概念跟「Godiva」這個品牌結合起來，形成這個複合式品牌延伸產品的最終概念。由於Slim-Fast在這個新產品概念的形成過程中，先跟該產品結合，因此消費者會認為，這個產品與Slim-Fast的關聯性比跟Godiva來得強，也比較可能屬於Slim-Fast的產品之一。然而，在上述這個複合式品牌產品名稱中，Slim-Fast也位在整個品牌名稱短句的句首，一個合理的懷疑是，該產品與Slim-Fast相對強烈的關聯性，也有可能來自於其位於短句句首的位置導致。
對於上述複合式品牌延伸產品與其中一個品牌較強的關聯性，本研究參考不同的語言學理論，提出另外一個可能的解釋：位於品牌名稱短句句首的品牌，對於這個複合式品牌延伸產品的影響力，會比另一個品牌來得強烈。本研究分別於台灣與美國進行五個實驗，實驗中共使用了數個不同的複合式品牌延伸產品名稱以及品牌產品組合，來測試研究假說。
與過去文獻不同的是，在本研究所使用的多數複合式品牌延伸產品名稱中，消費者的確認為位於短句句首的品牌與該產品關聯性較另一品牌強，且對於該產品的推出負較大的責任，故倘若複合式品牌的其中一個品牌，想要在消費者心中創造一個相對較投入的形象，最有效的方式就是設法讓自己的品牌呈現在新產品名稱的句首位置，除此之外，本研究亦發現，消費者心目中複合式品牌延伸產品的責任歸屬，也會受到兩個品牌相對的強度或行銷能力所影響。 / Composite brand extensions, in which two brands ally themselves to create a composite brand name and enter a different product category, have become a common way for firms to introduce a new product. An important managerial issue after the alliance has been formed and the new product developed is how to communicate the composite brand to consumers with an expression in advertising and on packaging.
Park, Jun, and Shocker (1996) propose a model to describe how consumers form their perceptions of a composite brand extension concept. According to this model, if consumers are exposed to the expression “Slim-Fast chocolate cakemix by Godiva,” they first combine the product chocolate cakemix and the brand Slim-Fast to form a new concept in their minds and then combine this new concept with Godiva to create the final composite brand product concept. Thus, consumers perceive the product as more closely associated with and more likely belonging to Slim-Fast than Godiva. However, Slim-Fast is also located in the initial position in this expression. Potentially, the stronger association between the product and Slim-Fast may also come from the word order of the composite brand expression.
Considering other linguistic theories, the author proposes an alternative explanation for the strong association between one brand and the extension product in a composite brand expression. That is, the brand in the initial position of the expression will exhibit more strength than its partner. Five studies including several expressions and composite brand alliances were conducted in Taiwan and the United States to test the hypotheses.
In contrast with the findings of previous research, the results show that the brand in the initial position of most composite brand expressions is perceived as more closely associated with and more responsible for the extension product than the other brand in the alliance. To show its involvement and association with the co-branded product, standing in the initial position of the expression is a sufficient way for one brand to create a more involved image. The perceived responsibility is also influenced by the relative brand strength or marketing ability of both brands.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094355502 |
| Creators | 蔡孟君, Tsai, Meng Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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