For many enterprises, brand extension has played an important role in the new products developement and brand strategy. By using brand extension, corporation could reduce costs and effectivly gain their reputation while they sell new products. Recently, certain reserch about brand extension have shown that the key factor of successful brand extension lies in the connection between consumer brand extension and parent brand, the more related of the brands and the products, the higher of the effect of brand extension. In addition, self-construals also make effects in understanding the effects of brand extensions. In this study, we form the concept from this base and would like to exam the further extension effect of brand concept and the distance of each case. Also, we would like to testify how would different self-construals of consumer products works while they evaluate the products and try to examine their influence to consumer through advertising techniques by the extension of self-construals and product reviews.
In this study, we use really existed brand as our studing case ,"Nike", "Adidas" and "New balance". We would like to explore the different brand extension degree lie in several types of consumer self-construals from the case. In this study, based on attitude function theory, we form the questions toward advertising manipulation of different attitudes inoder to explore whether consumer self-construals affect cognition, and thus affect the extension of consumer product evaluation.
The results indicate that, in general, different types of consumer self-construals for evaluation of the product from the extension make significant difference in distance extension products. When the parent brand as a functional brand concept, no matter the distance or distance extension products, self-construals on the extension of product evaluation is not significant. The study also find that different attitude affects advertising strategy for the consumer, and have no significant effects for self-construals. In addition, they can not affect the extension of product evaluation.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1024111-112826 |
| Date | 24 October 2011 |
| Creators | Chan, Yung-Wei |
| Contributors | Chih-Jen Wang, Chi-Cheng Wu, Min-Hsin Huang, Yi-Fen Liu |
| 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-1024111-112826 |
| Rights | user_define, Copyright information available at source archive |
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