Using Analogy Leaning Theory To Study The Transfer Process Of Consumer To Brand Extension Attitude
| Autor: | Chung-Hsin Yang, 楊宗欣 |
|---|---|
| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 The company’s brands is an important asset to company. So, an increasing number of companies are leveraging this asset by extending their brand names into new product areas. More than ten years in the past, the scholar was devoted to developing the relation between attitude and brand extension. The research topics focus on the influence factors of brand extension attitude formed and the influence of attitude to buying behavior. But there is no research to study how the original brand attitude transferred to the brand extend. So the motivation of this study is filled the gap. In addition, this study wants to study the transferred process different between the different types of consumers. So the purposes of this study are using “Analogy Learning Theory” to establish a “The Process of consumer transferred the original brand attitude to brand extension” model. This study adopts the domestic famous brand “Acer ” comes as the brand studying, and adopts “Acer 007 Pound machine” as brand extension to study. The research conclusion of this study is as follows: (1) The high degree of access origin brand knowledge / high degree of expert consumer, their transfer processes of brands attitudes is: Access the relevant knowledge of the original brand →Established the attitude relation between original brand and brand extension by “the attribute of the brand ”. →Transferred “the attribute of the brand” to the brand extension. (2) The low degree of access origin brand knowledge / low degree of expert consumer, their transfer processes of brands attitudes is: Access the relevant knowledge of the original brand →Established the attitude relation between original brand and brand extension by “the affection of the brand ”. →Transferred “the affection of the brand” to the brand extension. (3) During the stage of “Access”, the fit between origin brand and brand extend, the experience of product and the involvement of product will influence consumers to access the knowledge of original brand products. (4) During the stage of “Mapping”, the high degree of access origin brand knowledge / high degree of expert consumer, established the attitude relation between original brand and brand extension by “the attribute of the brand”. The low degree of access origin brand knowledge / low degree of expert consumer, established the attitude relation between original brand and brand extension by “the affection of the brand”. (5) During the stage of “Transfer”, the high degree of access origin brand knowledge / high degree of expert consumer, will transfer “the attribute of the brand” to brand extension. The low degree of access origin brand knowledge / low degree of expert consumer, will transfer “the affection of the brand” to brand extension. (6) In buying intention, the high degree of access origin brand knowledge / high degree of expert consumer, “the attribute of the brand” will influence the intention of buying. The low degree of access origin brand knowledge / low degree of expert consumer, “the affection of the brand” will not influence the intention of buying. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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