When the corporations in Taiwan technology industry precept that building a brand is truly the way of gaining profit in the long time, there are some of the biggest OEM firms stepped out from their OEM field, and started to create their own brand names. After a while, they extend their brand name into other product lines and product categories. Therefore, how to know customer¡¦s demand and satisfy it or even launch new product leading customer¡¦s demand has become the important issue for Taiwan original technology brand corporations.
The existing literature of this researching field most focus on the producer¡¦s point of view and prefer to use many kinds of product to compare the extend evaluation. Therefore this study is arranged to inspect brand extension from customers¡¦ subjective cognition. Also add in innovation factor to probe into its interfere effect. This study selects one big Taiwan original technology brand ASUS to analysis its brand extension strategy.
This study consults many references, and use two dimensions related to customers¡¦ subjective cognition: brand association and fit. In addition, add innovation interfere factor to confer how brand association, fit and innovation factor how to effect customers¡¦ purchase intention.
This study contains some important findings: ASUS is functional-oriented in customer¡¦s mind, the fit of cell-phone and LCD TV between ASUS brand is both high. However, customers think that high innovation of cell-phone result in higher purchase intension compared to LCD TV. Especially innovation of cell-phone¡¦s appearance is a significant factor of purchasing cell-phone. On the other hand, the main customers of ASUS are young and have medium purchasing power, high-income customers has less low purchase intention instead. Besides, graduated educational degree evaluated ASUS compared with college (and lower) educational degree.
This study concludes that other Taiwan original technology brand similar to ASUS should realize they may tend to be functional-oriented. When they carry out brand extension strategy, they should deeply interpret consumers¡¦ demand. The function completion could not satisfy current customers any more. Ever more, the brand are suggested to enforce reputation-oriented brand association to increase customers¡¦ purchase intension.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0806108-152956 |
| Date | 06 August 2008 |
| Creators | Chen, Wen-Ling |
| Contributors | non, Tai-Hwa Chow, non, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806108-152956 |
| Rights | not_available, Copyright information available at source archive |
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