Since 1989 government due to the economic liberalization and internationalization policy operation, the privatization of public enterprises as one of its specific policies. So state-owned enterprises to seek business strategy that towards the diversification of development. Brand extension of the approach is state-owned enterprises typically use the marketing strategy. For example, Taiwan Sugar Corporation entered the biotech cosmetics industry, the introduction of Stanlen series of cosmetic products. CPC Corporation branched out into health food industry, in petrol station sale of a series of health food stations.
State-owned enterprises in the introduction of extension products is often accompanied by promotional activities conducted. According to scholars, Mela, Gupta and Lehmann (1997) found that long-term use of price promotion strategy (e.g.: discounts), may have a negative impact on the brand. Therefore, this study is to investigate the marketing activities with the brand extension strategy for the extension of product attitude and purchase intention impact, and the extension fit whether interfere with or affect the effectiveness of brand extension strategy.
This study adopt 2 (state-owned brand attitude: good attitude, bad attitude) X2 (Promotion Type: Price promotions, non-price promotion) X2 (extension fit: high, low) experimental method. Discussing independent variable state-owned brand attitude and Promotion Type, interfere with variable extension fit , to dependent variable purchase intention and extension of product attitude interaction effect. state-run business of Taiwan Sugar Corporation and Taiwan Water Corporation, which produce the packaging water as the brand of experimental. And promote type (price, non-price) and the extension fit (high, low) composed of four kinds of scenario, each scenario sample number of 41 ~ 43, the total valid sample size was 167, mainly test on three university of the students in Kaohsiung.
The results showed, the subjects of the original state-owned brand attitude will be transferred to the extension product, thereby affecting the purchase intention and extension product attitude. The subjects which to price promotion have more purchase intention than non-price promotions, but do not affect the extension product's brand attitude. Different extent ion fit will interfere purchase intention and it will effect different attitude, promote type, extension product's attitude.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0722110-171529 |
| Date | 22 July 2010 |
| Creators | Lin, Ya-ting |
| Contributors | Yin-hui Cheng, Jih-wa Wu, Chih-chang Ko, Fu-yung Kuan, Hsun-huang Hsieh |
| 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-0722110-171529 |
| Rights | not_available, Copyright information available at source archive |
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