國家形象,企業形象與產品形象對品牌延伸與命名策略之影響

Abstract

本研究旨於探討當品牌進行延伸時，母品牌對新品牌之背書效果，以及新品牌對母品牌之回饋效果兩者影響方向為何，並檢驗其是否對品牌組合命名決策具顯著性影響。此外，本研究也探討品牌形象之國家形象、企業形象和產品形象等三構面，是否對品牌命名決策具顯著性干擾作用。 本研究選擇兼具製造業與服務業性質之餐飲品牌做為研究標的，根據品牌特性挑選具備台灣國家形象之鬍鬚張魯肉飯，以及具備良好企業形象之王品牛排作為研究個案，並分別為兩品牌設計價位向上與價位向下之不同延伸情境。 研究方式採用網路問卷調查，總計回收330份有效問卷，以統計軟體SPSS進行後續實證分析。 根據結論數據顯示，當品牌向下延伸時，母品牌對新品牌之背書效果為正，新品牌對母品牌之回饋效果為負；而當品牌向上延伸時，背書效果與回饋效果兩者皆為正向。 此外，研究結果也發現當餐飲品牌進行延伸時，消費者對統一式品牌命名策略具有最大好感。僅以此研究結論供日後實務界操作使用，或提供給後續研究者作為參考之用。

The aim of this research is to investigate how the endorsed-effect and the feedback-effect of brand extensions influence branding strategy. The endorsed-effect flows from the parent brand to the new brand, whereas the feedback-effect flows from the new brand back to the parent brand. Furthermore, this research also discusses the modulated effect of country, corporate, and product image on branding strategy. The research setting is in the Taiwan food service industry, using two well-known brands; Formosa Chang, well known for its use of country branding, and Wang Steak for its corporate branding. Using these two brands, a simulation of two upward and downward extension scenarios for each brand were conducted. The research methodology used SPSS process analyses of 330 completed questionnaires. Based on the analyses, the endorsed-effect of downward extension is positive, and the feedback-effect is negative. Both the endorsed-effect and feedback-effect of upward extension are positive. In addition, the research also found that consumers favor a monolithic branding strategy the most.