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1 Chiao Da Management Review Vol. 25 No. 1, 2005 pp 契度契度 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention Wayne-Sian Chow 立北 Dep. of Business Administration National Taipei University Mirng-Bih Yang 立北 Dep. of Business Administration National Taipei University Shiao-Huei Lai 立北 National Taipei University 了降來來數行略 Bhat Reddy(2001) (LISREL) 量異數 (1-Way MANOVA) 說立論不類契度契度益論數數裡契度 Abstract:In order to increase the successful rate and to reduce the cost and risk of introducing new products, an increasing number of companies have tried to use

2 98 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention the strategy of brand extension. This research is trying to test the influences of brand extension on purchase intention of the extended products, and to figure out the key successful factors of new production extension. We also are trying to find out the relationship between demographical factors and extension performance. The evaluation model of brand extension that developed by Bhat and Reddy (2001) is adopted in this study, and the eight hypotheses proposed in their paper are tested by using LISREL and 1-Way MANOVA. Our findings support all eight hypotheses, which is different from their conclusion. We also find that parent brand attribute and image fit play important roles in the success of brand extension. Besides, the effectiveness of brand extension is most prominent for prestigious products. At the end, we also suggest that the most suitable variable segmenting watch market is job category. Keywords: Brand Extension; Degree of Product Fit; Consumer Purchasing Intention 1. 論來烈不不略來了降來來益 (McWilliam, 1993, Tauber, 1981, Aaker and Keller, 1990, Sunde and Brodie, 1993) 例茶 DVD 度來率 (Smith and Park,1992) 例李 (Levi s) 滑盧度不行行都 98

3 Chiao Da Management Review Vol. 25 No. 1, 論 ( 李祥 88 Broniarczyk and Alba 1994 李祥 86) 立念 Bhat and Reddy(2001) 歷年來數理論說 Bhat and Reddy(2001) 契度數行參度易識省率列數不念北都 Aaker(1991) (brand) Kolter et al. (1999) 來識 Gary and Balmer(1998) LaForet and Saunders(1994) 六類了略 99

4 100 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 2.2 (Aaker and Keller,1990 Tauber, 1981, Styles and Ambler, 1995) (brand extension) 類不 (line extension) 類 (Aaker and Keller,1990 Reddy et al.,1994) Tauber(1981) 類兩 (flanker brand) 不來 2.3 略 Tauber(1981) 略來類 1988 年更領陸不更 (1996) LaForet and Saunders(1994) 略不類略不類不不略益略來不利益 Tauber(1988) 說略利益 1) 2) 3) 4) 降 Ries and Trout(1986) 利益力立度度利益量不更 100

5 Chiao Da Management Review Vol. 25 No. 1, 陸聯不 (Morrin,1999) 2.4 契度聯 Aaker (1990) 契度 (fit) 不不都聯 Levi s 例 Keller(1998) 說立聯數都略了都兩類契度 Tauber(1988) 契 (perceptual fit) 契度量 Henderson and Quandt(1980) 力若來力力力了力 Henderson and Quandt(1980) 易不 Aaker and Keller(1990) 來 Henderson (1980) 理論兩念力 Park et al.(l991) Aaker and Keller(l990) 契度行量契度 (product feature similarity) 念 (brand concept consistency) 101

6 102 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 念 (function-oriented brand concept) 念 (prestige-oriented brand concept) (1) 契度契度念數 (2) 念 (3) 念念更力不類 Park et al.(l991) 念念聯不類 (category) 聯 Myers and Alpert(1968) 例說 Apple 聯 (user friendliness) 聯不烈類聯聯利益聯行 Broniarczyk and Alba(1994) 兩 (brand affect) 類 (product category similarity) 了兩更 2.5 Bhat Reddy Bhat Reddy (1997) 契度兩類契度 (product category fit) 契 (brand image fit) 2001 年 (attribute) (affect) 說 1 度 (cognitive structure) 102

7 Chiao Da Management Review Vol. 25 No. 1, 更類契度契 1 Bhat and Reddy (2001), p.114 契度不不說 1) 2) 類契度 3) 類契度說 Bhat Reddy (2001) 不不理說 ( 說 ) 不 3. Bhat and Reddy(2001) Bhat and Reddy(2001) 說 2 103

8 104 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 契度類契度念量料料 LISREL LISREL 數度數契度類契度 1 數來量數 2 1 數數數 ξ1 ξ 2 契度 ξ 3 類契度 ξ4 數 η1 η2 η3 數數 X 1 X 2 X 3 X 4 X 5 X 6 X 7 X 8 X 9 X 10 X 11 2 數數 Y 1 Y 2 Y 3 Y 4 Y 5 104

9 Chiao Da Management Review Vol. 25 No. 1, X2 1 H1 Y2 Y3 X3 X4 契度 2 H4 H2 1 H8 3 X5 X6 X7 類契度 3 H3 H5 2 H7 Y1 Y4 Y5 X8 X9 X10 4 H6 X11 2 說說 1 度說 2 契度說 3 類契度說 4 契度說 5 類契度說 6 說 7 說 8 數行 (1) 105

10 106 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 數度度念 (2) Smith and Medin(1981) 類來 Broniarczyk and Alba(1994) 更聯來 Aaker and Keller(1990) 論 ( ) ( ) ( / ) / (3) 類契度 Park et al.(1991) Smith and Park(1992) 量類契度 (4) 契度兩量契度 Bhat and Reddy(2001) 來量契度說來契度 (5) Fishbein and Ajzen(1980) 度量念度 (6) Bhat and Reddy(2001) 兩類類類 106

11 Chiao Da Management Review Vol. 25 No. 1, 來料 Bhat and Reddy(2001) 行行了了異不年行便利度勞力精了參異勞力精 (1999) 列度利 Park et al.(1991) 念類兩類兩念

12 108 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 勞力來行了不便利 32 行兩 15 念類 15 類不念念 15 念 PDA 不旅行 15 類念領念數 CD PDA 旅行行 Bhat and Reddy (2001) 不來度量量數參理 4 不勞力 ( ) ( ) 年來度度北 ( 北北 ) ( ) ( )

13 Chiao Da Management Review Vol. 25 No. 1, 率例不異車行 ( 北 54% 24% 22%) Anderson and Gerbing(1988) LISREL 來若量數 150 Blodgett et al.(1993) 量數 5 來量數 % 400 (200 勞力 200 ) 358 (172 勞力 186 ) 4 量量數參量量數參 Smith and Park(1992) Sunde and Brodie(1993) Broniarzyk and Alba(1994) ( ) ( Smith and Medin(1981) ) Aaker and Keller(1990) ( Broniarczyk and Alba (1994) (1999) ) ( / ) / 類契度 Park et al.(1991) Smith and Park(1992) 契度 Park et al. (1991) Bhat and Reddy (2001) Bhat and Reddy (2001) 5 列了度數 Cronbach s α 0.8 度 109

14 110 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 5 度量數 Cronbach s α 度類契度度契度度度度度參理論識度度度 4.2 度 LISREL 度度 LISREL χ 2 量度 (goodness-of-fit index, GFI) 度 (adjusted goodness-of-fit index, AGFI) (root mean square residual, RMR) 裡 χ 2 量度 χ 2 量不數料易 χ 2 量 358 不 χ 2 量量度量度 (GFI) 度 (AGFI) (RMR) 來度 6 GFI 度良 AGFI 度良 RMR 度良 Hair et al 度量 110

15 Chiao Da Management Review Vol. 25 No. 1, GFI 度 AGFI 度 RMR 度了量參數度數度度來數度 R 2 量數數度 Bagozzi and Yi(1988) 數度 0.5 數度 0.6 數度 Bagozzi and Yi R 兩數不列 7 數類數 R 2 Y 數 (Y 1 ) 度 (Y 2 ) 度 (Y 3 ) 度 (Y 4 ) 度 (Y 5 ) 度 X 數 (X 1 ) 度 (X 2 ) 度 (X 3 ) 度 (X 4 ) 度 (X 5 ) 度 (X 6 ) 度 (X 7 ) 度 (X 8 ) (X 9 ) 度 (X 10 ) (X 11 ) 度 η 量 (η 1 ) 度 (η 2 ) 度 (η 3 ) 度了 R 2 參數來量 t 量來參數參數不理數數參數參 8 111

16 112 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention λ 數數數數 (X 1 ) (X 2 ) (ξ 1 ) 度來度了契度類契度 (X 5 ) (X 6 ) (X 7 ) 類契度參數力 8 數數數 λ t 量 (ξ 1 ) 契度 (ξ 2 ) 類契度 (ξ 3 ) (ξ 4 ) (X 1 ) * λ (X 2 ) * λ (X 3 ) * λ (X 4 ) * λ (X 5 ) * λ (X 6 ) * λ (X 7 ) * λ (X 8 ) * λ (X 9 ) * λ (X 10 ) * λ (X 11 ) * λ (η 2 ) (Y 1 ) * λ (η 1 ) (Y 2 ) * λ (Y 3 ) * λ (η 3 ) (Y 4 ) * λ (Y 5 ) * λ * α=0.05 參數數 (η 2 ) (Y 1 ) 量參數 (η 1 ) 來度 112

17 Chiao Da Management Review Vol. 25 No. 1, (η 3 ) (Y 4 ) (Y 5 ) 來量 4.3 說度良數參數量 LISREL 契度說說 9 說契度類契度都了契度契度兩契度類契度數類契度量若類類 9 說參數 t 量說說 1 (ξ 1 ) (η 1 ) γ 立說 2 契度 (ξ 2 ) (η 1 ) γ 立說 3 類契度 (ξ 3 ) (η 1 ) γ 立說 4 契度 (ξ 2 ) (η 2 ) γ 立說 5 類契度 (ξ 3 ) (η 2 ) γ 立說 6 (ξ 4 ) (η 2 ) γ 立說 7 (η 2 ) (η 1 ) β 立說 8 (η 1 ) (η 3 ) β 立 113

18 114 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 契度類契度類契度了類契度不契度 β 21 = t 量 = β 13 = t 量 = 契度 LISREL 數數數行異數 1-Way MANOVA 說數行數若數異數 One-Way MANOVA 數 F 量 P 不年度不不 9.76 <

19 Chiao Da Management Review Vol. 25 No. 1, 行數 11 數行若數異行數異異論 11 MANOVA 數 P 不 < 數行了不不異狀列 12 (4) (3) 異 (1) (2) (5) 12 理 (1) (2) (3) (4) 理 (1) 8.94 (2) (3) * * (4) * * * (5) (5) 列

20 116 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 13 理 (1) (2) (3) (4) 理 (1) 6.18 (2) (3) (4) * * * (5) (5) 量來異數 14 p 0.05 立說立 14 數 F 量 P (1+2+5) vs.(3+4) ( ) vs 略度略列略異 T 量勞力異 116

21 Chiao Da Management Review Vol. 25 No. 1, 勞力異 5. 論論契度類契度契度量兩 Bhat and Reddy(2001) 來不 Bhat and Reddy (2001) 類契度契度 (H4,H5) (H2,H3) 兩論異 (Rolex) (Timex) 都 ( ) 契度 Rolex Timex 不不 Timex 類契度類契 Bhat and Reddy (2001) 參數數行略都 5.1 立了數度度 117

22 118 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 數力了契度契度類契度念度行度來類契度契度度精神度良略契度類契度契度類契度數裡不念異度易略 5.2 略來略聯契度 118

23 Chiao Da Management Review Vol. 25 No. 1, 精神立了利略利略行立略來率度 5.3 數數度數不勞力念不念不不略不行了不略 6. 參 ( 88) 行理略北李祥 ( 88) 理 ( 85) 易立 119

24 120 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention 論李祥 ( 86) 識理論 Aaker, D.A. (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review, 47, Aaker, D.A. (1991), The Value of Brand Equity, Journal of Business Strategy, 13, Aaker, D.A. and K.L. Keller (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing, 54, Anderson, J.C. and D.W. Gerbing (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103(3), Bagozzi, R. P. and Y. Yi (1988), On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, 16(1), Bhat, S. and S.K. Reddy (1997), Investigating the Dimensions of Fit between A Brand and Its Extension, In: LeClair D. D., Hartline M, editors. AMA 1997 Winter Educators Conference, 8, Chicago, IL: American Marketing Association, pp Bhat, S. and S.K. Reddy (2001), The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation, Journal of Business Research, 53, Blodgett, J.G., D.H. Granbois and R.G. Walers (1993), The Effects of Perceived Justice on Complainants Negative Word of Mouth Behavior and Repatronage Intentions, Journal of Retailing, 69, Broniarczyk, S.M. and J.W. Alba (1994), The Importance of the Brand in Brand 120

25 Chiao Da Management Review Vol. 25 No. 1, Extension, Journal of Marketing Research, 31, Craverns, D. W., N. F. Piercy and A. Prentice (2000), Developing Market-Driven Product Strategies, Journal of Product & Brand Management, 9(6), Fishbein, M. and I. Ajzen (1980), Understanding Attitudes and Predicting Social Behavior, N.J.: Prentice-Hall. Gray E.R. and J.M.T. Balmer (1998), Managing Corporate Image and Corporate Reputation, Long range Planning, 31(5), Hair, J.F., R.E. Anderson, R.L. Tatham and W.C. Black (1998), Multivariate Data Analysis, New Jersey, Prentice-Hall, Inc. Henderson, J.M. and R.E. Quandt (1980), Microeconomic Theory: A Mathematical Approach, N.Y.: McGraw-Hill. Keller, K.L. (1998), Strategic Brand Management, N.J.: Prentice Hall. Kolter, P., S.H. Ang, S.M. Leong and C.T. Tan (1999), Marketing Management- An Asia Perspective, 2nd ed., N.J.: Prentice-Hall. Laforet, S. and J. Saunders (1994), Managing Brand Portfolios: The Leaders Do It, Journal of Advertising Research, 34, McWilliam, G. (1993), The Fit of Brand Extensions, Brand Equity Seminar, London Business School Morrin, M. (1999), The Impact of Brand Extension on Parent Brand Memory Structures and Retrieval Processes, Journal of Marketing Research, 36, Park, C.W., S. Milberg and R. Lawson (1991), Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency, Journal of Consumer Research, 18,

26 122 A Study of the Relationship between Brand Extension and Consumer Purchasing Intention Reddy, S. K., S. L. Holak and S. Bhat, (1994), To Extend or Not to Extend: Success Determinants of Line Extensions, Journal of Marketing Research, 31, May, Ries, A.L. and J. Trout (1986), Positioning: The Battle for Your Mind, New York: McGraw-Hill. Smith, E. and D. Medin (1981), Concepts and Categories, Cambridge, M.A.: Harvard University Press. Smith D.C. and C.W. Park (1992), The Effects of Brand Extensions on Market Share and Advertising Efficiency, Journal of Marketing Research, 24, Styles, C. and T.Ambler, (1995), Brand management, in Crainer, S. (Ed.), Financial Times Handbook of Management, Pitman, London, Sunde, L. and R.J. Brodie (1993), Consumer Evaluations of Brand Extensions: Further Empirical Results, International Journal of Research in Marketing, 10, Tauber, E.M. (1981), Brand Franchise Extension: New Product Benefits From Existing Brand Names, Business Horizons, 24, Tauber, E.M. (1988), Brand Leverage: Strategy for Growth in A Cost-Control World, Journal of Advertising Research, 28,

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