品牌依附对于品牌延伸评价之影响-东吴大学企业管理学系.PDFVIP

品牌依附 對於品牌延伸評價之影響 ： 以7-11和 7-SELECT 為例 The Influence of Brand Attachment on Brand Extension Evaluation: An Empirical Validation of 7-11 and 7-SELECT 王禹驊 Yu-Hua Wang1 李家瑩 Chia-Ying Li2 摘要 7-ELEVEN在台灣便利商店市場佔有率接近 50% ，身為台灣最大零售通路，在民眾荷 包緊縮及各通路的殺價競爭下，開始積極拓展自有品牌「 7-SELECT 」系列商品，提供減 價或是 加量的超值商品。由於 7-ELEVEN單日來客數超過千萬， 而7-SELECT最多的產 品屬於食品類產品及基本民生必需品，因此應當還有相當大的成長幅度 。過去研究大多著 重於品牌與消費者自我之間的關係 ，卻缺乏對於品牌依附和母子品牌延伸之間關係的探 討 。因此，本研究從母品牌（7-ELEVEN ）間的自我一致性理論的角度出發，探討消費者 與母品牌（ 7-ELEVEN ）間品牌依附關係，及其對於 子品牌（7-SELECT ）的品牌延伸評 價 ，並進一步探討知覺契合度對於品牌依附及品牌延伸評價 之間的干擾效果 。 關鍵字：品牌依附 、自我一致性理論 、品牌延伸評價 、知覺契合度 Abstract 7-11, the biggest retail store in Taiwan, began to actively expand their private brand 7-SELECT. Most customers have negative impression on private brand, because they think private brand products are cheaper and with poor quality. It is interesting to explore that whether the rapid growth of 7-11 brings benefit to 7-SELECT. Most previous studies focused on the relationship between brands and consumers, rather than brand attachment and brand extension. This study tries to explore the antecedents of brand attachment for 7-11, which may further consumers’ brand extension evaluation on 7-SELECT. In addition, the moderating effect of perceived product on the relationship between brand attachment and brand extension evaluation is also explored. This study would further propose suggestions and managerial implications for retailers to exercise their brand strategies. Keywords: Brand attachment, Self-congruity theory, Brand extension evaluation, Perceived fit 1 台中科技 大學企業管理學系碩士班學生 (聯絡地址：404台中市北區三民路三段 129號 ，聯絡電 話： 04 6013 ，E-mail: .tw) 。 2 台中科技 大學企業管理學系副教授。