碩士 / 國立臺北大學 / 企業管理學系碩士在職專班 / 94 / ABSTRACT
THE ADVERTISING EFFECTS OF ADVERTISEMENT FOR BRAND EXTENSIONS ON FLAGSHIP PRODUCT:
THE MODERATING ROLE OF ADVERTISING AND PURCHASING INVOLVEMENT
By
Kao Yin-Chi
June 2006
ADVISOR: Dr. Fang Wen-Chang
DEPARTMENT: DEPARTMENT OF BUSINESS ADMINISTRATION
MAJOR：BUSINESS ADMINISTRATION
DEGREE：MASTER OF BUSINESS ADMINISTRATION
A successful brand extension strategy will be able to build targeted product awareness and create market share as well as consolidate position in consumers’ mind to maintain brand loyalty for parent brand. It will result in reciprocal effect between parent and extended products. Therefore, successful brand extensions have upward potential in terms of positive transfer effects, and strengthen awareness and evaluation of parent brand as well. In some circumstances, unsuccessful brand extensions can diminish consumers’ feelings and beliefs about a brand name. There are equally important risks of brand dilution or cannibalization at individual product level. For the worse, it will impact whole brand system to result in collapse. Besides concerning with the impact for parent brand, the most important one will be accompanied by impact of the firm’s flagship product carrying that brand name. A flagship product is defined here as the one that consumers most closely associate with the brand name.
Previous research on brand extension has been much concerned with the backfire effect of parent brand. Less to study is negative backfire effect on flagship products. Of special interest is there is no research with strict analysis so far. This object of this article is to explore the advertising effects of advertisement for brand extensions on flagship product. In addition, our sub-focus is on detecting whether effect of a flagship product can occur while considering the moderating variable of advertising and purchasing involvement. This study adopts world-well-known athletic brand “new balance” as experimental brand and NB running shoes as flagship product. The results of this study will be briefed as below:
1. Advertisement for either line extension or concept extension, there are positive advertising effects on flagship product.
2. The advertising effect for concept extension on flagship product is significantly greater than the advertising effects for line extension.
3. Considering advertisement of line extension and concept extension, the positive advertising effects of flagship product will be accompanied by the degree of either advertising or purchasing involvement
4. Regardless the degrees of either advertising or purchasing involvement, both of advertisements for line extension and concept extension have no significant change on the difference of advertising effects of flagship product.
| Identifer | oai:union.ndltd.org:TW/094NTPU1121012 |
| Date | January 2006 |
| Creators | Kao Yin-Chi, 高英濟 |
| Contributors | Fang Wen-Chang, 方文昌 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 0 |
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