The Impact of a Brand Extension’s Success versus Failure on Customer Evaluation of Brand Counterextensions

[[abstract]]中文摘要 本研究主要在探討品牌延伸結果對於消費者評價品牌反擊式延伸(brand counterextension)之影響。品牌反擊式延伸，係指在品類A 中的某一品牌(以下稱為 品牌1)發展延伸到品類B，而屬於品類B 的某一個品牌（以下稱為品牌2）感受到 競爭者從品類A 延伸到品類B 所帶來的衝擊後，使用品類B 中的品牌2 發展反擊 式延伸回到品類A，此時可將屬於品類B 中的品牌2 延伸至品類A，視為品牌反 擊式延伸。 本研究以市場地位(領導品牌v s 非領導品牌)、先前延伸結果(成史 s 失敗)及 技術領先性(高v s 低)之三因子實驗設計。當結合「非領導品牌、先前延伸結果成 奶峓瑋N領先性高」三者之相互影響時，對於消費者評價反擊式品牌延伸極具顯 著性。此發現將有助於廠商發展反擊式品牌延伸，因為不論是否為領導品牌，當 先前延伸結果是成左滿A且依賴高的技術領先性時，消費者對於反擊式品牌延伸 都有好的評價。 本研究結果指出，只要先前延伸結果是成左滿A廠商是可藉由競爭者所發展 相似的成斥g驗，再加上本身所擁有的高技術領先性，亦能在不論市場地位是屬 於領導品牌或非領導品牌的情況下，使得消費者對於這樣的反擊式品牌延伸有好 的評價。這樣的研究結果將會對於，非領導品牌且欲做反擊式延伸的品牌經理人 而言，在思考未來品牌策略時作為參考之用。[[abstract]]Abstract This study investigates the impact of a brand extension’s success versus failure on customer evaluation of brand counterextensions A counterextension is a brand extension that is launched into Category A by Brand 2 that belongs to Category B in a reciprocal direction to a launch of a previous extension into Category B by Brand 1 that belongs to Category A The experiment of this study is designed as that subjects were randomly assigned to on of each experimental manipulation in 2 (extension brand: major v s minor) ×2 (prior extension outcome: success v s failure) ×2 (technology: high v s low) factorial design The results indicates that consumers’ evaluations have the significance on brand counterextension while integrating with intereffection of minor success of prior outcome and high technology This finding can help us develop brand counterextension for firms In both cases of major or minor brands consumers have good evaluations on brand counterextension when the prior outcome is successful and technology is high The results of this study indicates that as long as the prior outcome is successful the firm can absorb the successful experiences from competitors and integrate with its own high technology to attain good customer evaluations on the brand counterextension no matter the situation belongs to major or minor brands For minor brands and firms which consider using brand counterextension the results of this study can serve as references to brand managers for setting brand strategie