1. NCCU Academic Hub
  2. 學術產出
  3. College of Commerce
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 副品牌策略與競食效果 ─以 UNIQLO 之 GU 為例
Sub-brand strategy and cannibalization effect -Take UNIQLO and GU as example
作者 李曼鈺
貢獻者 陳建維
李曼鈺
關鍵詞 副品牌策略
品牌知識
知覺價值
購買意願
競食效果
日期 2015
上傳時間 14-Jul-2015 10:30:04 (UTC+8)
摘要 隨著資金、市場不斷成長，人們消費能力的提高，在選購商品時也開始著重於品牌。品牌是企業彰顯價值以及與消費者溝通的橋梁、也是競爭優勢的來源之一，這也使得各個產業無不朝著品牌化競爭發展，其中，隨著海外知名的平價服飾品牌興起，這些廠商也積極向海外擴張，紛紛入駐台灣，國際平價服飾接力來台，這些品牌的副品牌也跟著搶進低價市場，因此本研究欲以消費者的觀點，探討主、副品牌之間的關係。
     
     在品牌管理的「主、副品牌」策略中，本研究選定UNIQLO與其副品牌G.U.作為研究對象，以「主品牌的品牌權益」、「副品牌知識」、「副品牌知覺價值」、「副品牌購買意願」、「產品組合的相似程度」、「主、副品牌之間的競食效果」等變數，來探究其中的關聯性及其影響程度。
     
     本研究採用問卷調查法，共回收 264 份問卷，經由信度之檢測、因素分析、迴歸模型的驗證，本研究結果顯示得出以下結論：(1)主品牌權益與副品牌知識之間具有顯著的正向關係；(2) 主品牌權益與副品牌知識對副品牌知覺價值具有顯著的正向關係；(3)品牌形象與知覺價值對購買意願具有顯著的正向關係；(4)主品牌權益、副品牌形象、副品牌知覺價值與主、副品牌之間產品組合的相似程度，皆與競食效果有所關聯。
     
     透過本研究結果分析發現，企業在執行副品牌策略時，應確保主品牌有較高的品牌權益；此外，企業應明確區分主、副品牌的差異性，注重副品牌的市場區隔與品牌定位，以避免對彼此的品牌即產品產生損害。
參考文獻 中文部分
     （1） Keller, Kevin Lane 著、徐世同編譯（2008），策略品牌管理（Strategic brand management building, measuring and managing brand equity），台北市：華泰出版。
     （2） Aaker, David A.著，高登第譯（2001），品牌管理，台北：天下遠見。
     （3） Joe Marconi (1994)，李宛蓉譯，品牌行銷：創造出價值與魅力來，台北市：臉譜。
     （4） 方世榮譯（2004），行銷學原理（Principles of Marketing, 10th Edition），東華書局出版。
     （5） 陳振燧、洪順慶（1991），消費品品牌權益衡量量表之建構—顧客基礎觀點，中山管理評論，第七卷，1175-1199.
     （6） Aaker,D.A., & Joachimsthaler,E.著，高登第譯（2002），品牌領導（Brand Leadership），台北：天下遠見出版公司。
     （7） 莊立民、范惟翔、石敏侃(2005)，台灣高科技企業產品創新績效影響因素之研究—競食效應中介效果之驗證。經營管理論叢。特刊。21-41。
     （8） 張茂嵩（2002），契合度與產品知識對品牌策略效果之影響，國立政治大學企業管理系碩士論文。
     （9） 鄭竹君（2003），新產品上市活動對競食效果之影響，國立政治大學國際經營與貿易學系碩士論文。
     （10） 李正祜（2003），消費者基礎品牌權益衡量在台灣實務界的應用探討，國立政治大學廣告研究所碩士論文。
     （11） 吳淑鶯，羅貞蓮(2010)，延伸產品知識區隔在強勢品牌之品牌延伸效果比較研究，中華管理評論，13(1)，1-32。
     （12） 紀琇蓉(2001)，不同形式之產品線延伸以及所有權狀態對品牌評價的影響，國立中央大學企業管理研究所碩士論文。
     
     外文部分
     （1） Aaker, D. A. & Keller K. L. (1990), Consumer evaluations of brand extensions. Journal of Marketing, 54(1), pp. 27-41.
     （2） Aaker, D. A. (1991), Managing Brand Equity : Capitalizing the Value of a Brand Name, New York: The Free Press.
     （3） Aaker,D. A. (1992) The Value of Brand Equity, Journal of Business Strategy, 13(4), pp. 27-32.
     （4） Aaker, D.A., (1996) Building Strong Brands. New York: Simon & Schuster, Inc.
     （5） Aaker, D. A. (1998), Strategic market Management, John Wiley and Sons,Inc.
     （6） Aaker,D.A., & Joachimsthaler,E.,(2000), “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge”, California Management Review.
     （7） Aaker, D. A. (2004), Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, Clarity, New York: The Free Press.
     （8） Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89.
     （9） Alvin J. Silk and Glen L.Urban.(1978), “Pre-test-market evaluation of new packaged.
     （10） Amna Kirmani, Sanjay Sood and Sheri Bridges (1999), "The ownership effect in consumer responses to brand line stretches." Journal of Marketing, Vol. 63, pp. 88-102.
     （11） Armstrong, G. & P. Kotler (2000), "Marketing: An Introduction", 5th ed., Prentice Hall, New-Jersey.
     （12） Ansoff, H. I.(1957), Strategies for Diversificiation, Harvard Business Review, Sep-Dec., pp. 114.
     （13） Bass, Frank M.（1969）,”A New Product Growth Model for Consumer Durable,“ Management Science, 15, 215-27.
     （14） Barwise, Patrick (1993), Introduction to The Special Issue on Brand Equity, International Journal of Research in Marketing, Vol. 10, No.1.
     （15） Beatty S. E. and Smith S. M., (1987), External Search Effort: An Investigation Across Several Product Categories, Journal of Consumer Research, Vol. 14, p83-95.
     （16） Biel, Alexander L. (1992), How Brand Image Drives Brand Equity, Journal of Advertising Research, 13(4), pp. 27-32.
     （17） Boush, David M. and Barbara Loken (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28 (2), pp. 16–28.
     （18） Broniarcyk, Susan M. and Joseph W. Alba. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research, 31 (5), pp. 214-28.
     （19） Buday, Tom (1989), Capitalizing on Brand Extensions, The Journal of Consumer Marketing, 6(4), pp. 27-30.
     （20） Carpenter, Gail A. (1989) "Neural Network Models for Pattern Recognition and Associative Memory", Neural Networks, Vol.2, 1989, pp. 243-257
     （21） Cooper, Peter (1969), The Begrudging Index and the Subjective Value of Money. in Pricing Strategy, Bernard Taylor and Gordon Wills, eds. London: Staples Press, Ltd..
     （22） Copulsky, W., 1976. Cannibalism in the marketplace. Journal of Marketing, Vol. 40(4), pp. 103-105.
     （23） Dickson, Peter and Alan Sawyer (1985), “Point of Purchase Behavior and Price Perceptions of Supermarket Shopping,” Marketing Science Institute Working Paper Series.
     （24） Dobni, D. & Zinkhaml, G. M. (1990), “In Search of Brand Image: A Foundation Analysis”, Advances in Consumer Research, Vol. 17(1), pp. 110-120.
     （25） Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research, 28, No.1, pp.307-19.
     （26） Frank, R. E., Massy, W. F. and Wind, Y. (1972) Market Segmentation, Englewood Cliffs: Prentice-Hall, Inc.
     （27） Farquhar, P. H. (1990), Managing Brand Equity, Journal of Advertising Research, 30(4), pp. 7-12.
     （28） Farquhar, P. H., Han, J. Y., Herr, P. M., & Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4, pp. 32-43.
     （29） Garvin, D.A. (1983), “Quality on the line,” Harvard Business Review, 61, pp.65-73.
     （30） Green, P. and A. Krieger（1987）, “ A Consumer Based Approach to Designing Product Line Extensions,” Journal of Product Innovation Management, 4, 21-32.
     （31） Grewal, D., R. Krishnan, J. Baker, and N. Borin(1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions.” Journal of Retailing, 74, No.1, pp.331-52.
     （32） Guiltinan, J. P. (1993), A strategic framework for assessing product line additions. The Journal of Product Innovation Management, 10(2), pp. 136.
     （33） Guiltinan, J. P.(1999), “Launch Strategy, Launch Tactics and Demand Outcomes”, Journal of Product Innovation Management, Vol. 16, pp. 509-529.
     （34） Guiltinan, J. P.(2002), “Choice and Variety in Antitrust Law: A Marketing Perspective”, Journal of Public Policy and Marketing, Vol. 21(2), pp. 260-268.
     （35） Heskett, J. (1976), Marketing, New York: Macmillan.
     （36） Kashyap, R., Bojanic, DC (2000), A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers, Journal of Travel Research, 39, No.1, pp. 45-51.
     （37） Kotler, P. & Armstrong. G (2004)，Principles of marketing, (10nd.) New Jersey, Prentice-Hall.
     （38） Keller, K. L. (1998), Strategic brand management: building, measuring, and managing brand equity. New Jersey: Prentice-Hall.
     （39） Kevin, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), pp. 1-22.
     （40） Keller, K. L. (2003), Strategic brand management: building, measuring, and managing brand equity. (2 ed.) New Jersey: Prentice-Hall.
     （41） Keller, K. L. (2008), Strategic Brand Management , 3rd edition.
     （42） Kerin, R., M. Harvey, and J. Rothe (1978), "Cannibalism and New Product Development", Business Horizons, 21(October), pp. 25-31.
     （43） Kim, C. K., & Lavack, A. M. (1996). Vertical brand extensions: current research and managerial implications. Journal of Product and Brand Management, 5(6), pp. 24-27.
     （44） Kotler, P. (1991), Marketing Management: Analysis, Planning and Control, Englewood Cliffs: Prentice-Hall Inc.
     （45） Kotler, P. (1994), Marketing Management: : Analysis, Planning Implementation and Control, 6th edition, Prentice-Hall.
     （46） Kotler, P. (2000), Marketing Management, 10th edition, New Jersey: Prentice-Hall.
     （47） Kotler, P., Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (2004), Marketing Management: An Asian Perspective (3rd ed.), Singapore: Prentice Hall.
     （48） Lancaster, T. (1990), The Econometric Analysis of Duration Data, Brown University.
     （49） Lilly, B. and R. Walters（1997）, “Toward a Model of New Product Preannouncement Timing,” Journal of Product Innovation Management, 14(1), pp. 4-20.
     （50） Lomax, W., Hammond, K., East, R., and Clemente, M. (1997), “The measurement of cannibalization”, Journal of Product and Brand Management, Vol. 6, No. 1, pp. 27-39.
     （51） Laforet, Sylvie and John Saunders (1994), Managing Brand Portfolio: How the Leaders Do It, Journal of Advertising Research, 34(5), pp. 64-76.
     （52） Mahajan, V., S. Sharma, and R. Buzzell. 1993. Assessing the impact of competitive entry on market expansion and incumbent sales. Journal of Marketing 57:39–52.
     （53） Mason, Charlotte H., and George R. Milne (1994), “An Approach for Identifying Cannibalization within Product Line Extentions and Multi-Brand Strategies”, Journal of Business Research, 31, pp. 163-170.
     （54） Monroe, Kent B. (1990), The Effects of Buyers’ Intentions to Learn Price Information on Price Encoding. Journal of retailing 66(Spring): pp. 15-32.
     （55） Moothy, K. Sridhar (1994), Market Segmentation, Self-selection, and Product Line Design, Marketing Science 3, pp. 288-305.
     （56） Morgan, L. O., Daniels, R. L., and Kouvelis, P.(2001), “Marketing/manufacturing trade-offs in product line management,” IIE Transactions, vol. 33, Iss. 11, pp. 949-962.
     （57） Norton, J.A. and F. M. Bass, "A Diffusion Theory Model of Adoption and Substitution for Successive Generation of High Technology Products ", Management Science. Vol.33, pp.1069-1086, September 1987.
     （58） Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York:McGraw Hill.
     （59） Olson, J. C. and Jacoby.（1977）,”Consumer Response to Price: An Attitudinal, Information Processing Perspective,” Chicago: America Marketing Association. pp. 73-86.
     （60） Óscar González-Benito, Zaira I Loyola-Galván and Pablo A Muñoz-Gallego(2010), “Inter-size and inter-brand competition analysis within a product category: Scope of cannibalization effects”, Journal of Brand Management, Vol. 17, pp. 254-265.
     （61） Park, C. W., Jaworski, B. J., and Machinnis, D. J. (1986), Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, Iss4, pp. 135-145.
     （62） Pitta, Dennis A. and Lea Prevel Katsanis., (1995)Understanding brand equity for successful brand extension, Journal of Consumer Marketing, 12(4), pp. 51-64.
     （63） Quelch, A. and Kenny, D. (1994), “Extend profits, not product lines”, Harvard Business Review, Vol. 72, September-October, pp.153-60.
     （64） Reddy, Srinivas K., Susan L. Holak and Subodh Bhat (1994), To Extend or Not to Extend: Success Determinants of Line Extensions. Journal of Marketing Research, 31(2), pp. 241-262.
     （65） Robinson, W. T., C. Fornell, and M. W. Sullivan (1992), Are Market Pioneers Insrrinsically Stronger than Leter Entrants?, Strategic Management Journal, 13(8), pp. 609-624.
     （66） Schermerhorn, J.R., Hunt J.G., and Osborn, R.N. (1997), Organizational Behavior. New York, NY: John Wiley and Sons, Inc.
     （67） S. Spiggle, H. T. Nguyen, and M. Caravella. (2012). More than fit: brand extension authenticity. Journal of Marketing Research, vol. 49, pp. 967–983.
     （68） Sheinin, D. A. (1998), Sub-brand evaluation and use versus brand extension, Journal of Product and Brand Management, 6(2), pp. 113-122.
     （69） Smith, Daniel C. and C. Whan Park (1992), The Effect of Brand Extensions on Market Share and Advertising Efficiency, Journal of Marketing Research, 29(3), pp. 296–313.
     （70） Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24, pp. 36-41.
     （71） Tauber, E. M. (1988), Brand leverage: Strategy for growth in a cost - control world. Journal of Advertising Research, 28, pp. 26-30.
     （72） Tiber. Scitovsky(1945), “Some Consequences of the Habit of Judging Quality by Price,” The Review of Economic Studies 12.
     （73） Urban, Glen L. and John R. Hauser（1993）, Design and Marketing of New Products, Englewood Cliffs, NJ：Prentice Hall.
     （74） Wood, Lisa (2000), Brands and Brand Equity: Definition and Management, Journal of Management Decision, Vol. 38, Issue9, pp. 662-669.
     （75） Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), pp. 195-211.
     （76） Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52, pp. 2-21.
描述 碩士
國立政治大學
國際經營與貿易研究所
102351022
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351022
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 李曼鈺zh_TW
dc.creator (作者) 李曼鈺zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 14-Jul-2015 10:30:04 (UTC+8)-
dc.date.available 14-Jul-2015 10:30:04 (UTC+8)-
dc.date.issued (上傳時間) 14-Jul-2015 10:30:04 (UTC+8)-
dc.identifier (Other Identifiers) G0102351022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76558-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 102351022zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 隨著資金、市場不斷成長，人們消費能力的提高，在選購商品時也開始著重於品牌。品牌是企業彰顯價值以及與消費者溝通的橋梁、也是競爭優勢的來源之一，這也使得各個產業無不朝著品牌化競爭發展，其中，隨著海外知名的平價服飾品牌興起，這些廠商也積極向海外擴張，紛紛入駐台灣，國際平價服飾接力來台，這些品牌的副品牌也跟著搶進低價市場，因此本研究欲以消費者的觀點，探討主、副品牌之間的關係。
     
     在品牌管理的「主、副品牌」策略中，本研究選定UNIQLO與其副品牌G.U.作為研究對象，以「主品牌的品牌權益」、「副品牌知識」、「副品牌知覺價值」、「副品牌購買意願」、「產品組合的相似程度」、「主、副品牌之間的競食效果」等變數，來探究其中的關聯性及其影響程度。
     
     本研究採用問卷調查法，共回收 264 份問卷，經由信度之檢測、因素分析、迴歸模型的驗證，本研究結果顯示得出以下結論：(1)主品牌權益與副品牌知識之間具有顯著的正向關係；(2) 主品牌權益與副品牌知識對副品牌知覺價值具有顯著的正向關係；(3)品牌形象與知覺價值對購買意願具有顯著的正向關係；(4)主品牌權益、副品牌形象、副品牌知覺價值與主、副品牌之間產品組合的相似程度，皆與競食效果有所關聯。
     
     透過本研究結果分析發現，企業在執行副品牌策略時，應確保主品牌有較高的品牌權益；此外，企業應明確區分主、副品牌的差異性，注重副品牌的市場區隔與品牌定位，以避免對彼此的品牌即產品產生損害。		zh_TW
dc.description.tableofcontents 第一章 緒論 7
     第一節 研究背景與動機 7
     第二節 研究目的 10
     第三節 全文架構 11
     第四節 研究流程 12
     第二章 文獻探討 13
     第一節 品牌管理 13
     第二節 產品線延伸 22
     第三節 主、副品牌策略 29
     第四節 品牌知識、知覺價值與購買意願 33
     第五節 競食效果 42
     第三章 研究方法 48
     第一節 研究架構 48
     第二節 研究假設 50
     第三節 變數定義與衡量構面 56
     第四節 問卷設計與抽樣方法 63
     第四章 研究結果 66
     第一節 受訪者基本資料分析 66
     第二節 因素分析 68
     第三節 信度檢定 77
     第四節 迴歸分析 81
     第五節 研究假設檢定結果 88
     第五章 研究結論與建議 90
     第一節 研究結論與發現 90
     第二節 行銷實務與建議 93
     第三節 研究限制與未來研究方向發展 95
     參考文獻 97
     附錄一 研究問卷 104		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351022en_US
dc.subject (關鍵詞) 副品牌策略zh_TW
dc.subject (關鍵詞) 品牌知識zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 競食效果zh_TW
dc.title (題名) 副品牌策略與競食效果 ─以 UNIQLO 之 GU 為例zh_TW
dc.title (題名) Sub-brand strategy and cannibalization effect -Take UNIQLO and GU as exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
     （1） Keller, Kevin Lane 著、徐世同編譯（2008），策略品牌管理（Strategic brand management building, measuring and managing brand equity），台北市：華泰出版。
     （2） Aaker, David A.著，高登第譯（2001），品牌管理，台北：天下遠見。
     （3） Joe Marconi (1994)，李宛蓉譯，品牌行銷：創造出價值與魅力來，台北市：臉譜。
     （4） 方世榮譯（2004），行銷學原理（Principles of Marketing, 10th Edition），東華書局出版。
     （5） 陳振燧、洪順慶（1991），消費品品牌權益衡量量表之建構—顧客基礎觀點，中山管理評論，第七卷，1175-1199.
     （6） Aaker,D.A., & Joachimsthaler,E.著，高登第譯（2002），品牌領導（Brand Leadership），台北：天下遠見出版公司。
     （7） 莊立民、范惟翔、石敏侃(2005)，台灣高科技企業產品創新績效影響因素之研究—競食效應中介效果之驗證。經營管理論叢。特刊。21-41。
     （8） 張茂嵩（2002），契合度與產品知識對品牌策略效果之影響，國立政治大學企業管理系碩士論文。
     （9） 鄭竹君（2003），新產品上市活動對競食效果之影響，國立政治大學國際經營與貿易學系碩士論文。
     （10） 李正祜（2003），消費者基礎品牌權益衡量在台灣實務界的應用探討，國立政治大學廣告研究所碩士論文。
     （11） 吳淑鶯，羅貞蓮(2010)，延伸產品知識區隔在強勢品牌之品牌延伸效果比較研究，中華管理評論，13(1)，1-32。
     （12） 紀琇蓉(2001)，不同形式之產品線延伸以及所有權狀態對品牌評價的影響，國立中央大學企業管理研究所碩士論文。
     
     外文部分
     （1） Aaker, D. A. & Keller K. L. (1990), Consumer evaluations of brand extensions. Journal of Marketing, 54(1), pp. 27-41.
     （2） Aaker, D. A. (1991), Managing Brand Equity : Capitalizing the Value of a Brand Name, New York: The Free Press.
     （3） Aaker,D. A. (1992) The Value of Brand Equity, Journal of Business Strategy, 13(4), pp. 27-32.
     （4） Aaker, D.A., (1996) Building Strong Brands. New York: Simon & Schuster, Inc.
     （5） Aaker, D. A. (1998), Strategic market Management, John Wiley and Sons,Inc.
     （6） Aaker,D.A., & Joachimsthaler,E.,(2000), “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge”, California Management Review.
     （7） Aaker, D. A. (2004), Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, Clarity, New York: The Free Press.
     （8） Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89.
     （9） Alvin J. Silk and Glen L.Urban.(1978), “Pre-test-market evaluation of new packaged.
     （10） Amna Kirmani, Sanjay Sood and Sheri Bridges (1999), "The ownership effect in consumer responses to brand line stretches." Journal of Marketing, Vol. 63, pp. 88-102.
     （11） Armstrong, G. & P. Kotler (2000), "Marketing: An Introduction", 5th ed., Prentice Hall, New-Jersey.
     （12） Ansoff, H. I.(1957), Strategies for Diversificiation, Harvard Business Review, Sep-Dec., pp. 114.
     （13） Bass, Frank M.（1969）,”A New Product Growth Model for Consumer Durable,“ Management Science, 15, 215-27.
     （14） Barwise, Patrick (1993), Introduction to The Special Issue on Brand Equity, International Journal of Research in Marketing, Vol. 10, No.1.
     （15） Beatty S. E. and Smith S. M., (1987), External Search Effort: An Investigation Across Several Product Categories, Journal of Consumer Research, Vol. 14, p83-95.
     （16） Biel, Alexander L. (1992), How Brand Image Drives Brand Equity, Journal of Advertising Research, 13(4), pp. 27-32.
     （17） Boush, David M. and Barbara Loken (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28 (2), pp. 16–28.
     （18） Broniarcyk, Susan M. and Joseph W. Alba. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research, 31 (5), pp. 214-28.
     （19） Buday, Tom (1989), Capitalizing on Brand Extensions, The Journal of Consumer Marketing, 6(4), pp. 27-30.
     （20） Carpenter, Gail A. (1989) "Neural Network Models for Pattern Recognition and Associative Memory", Neural Networks, Vol.2, 1989, pp. 243-257
     （21） Cooper, Peter (1969), The Begrudging Index and the Subjective Value of Money. in Pricing Strategy, Bernard Taylor and Gordon Wills, eds. London: Staples Press, Ltd..
     （22） Copulsky, W., 1976. Cannibalism in the marketplace. Journal of Marketing, Vol. 40(4), pp. 103-105.
     （23） Dickson, Peter and Alan Sawyer (1985), “Point of Purchase Behavior and Price Perceptions of Supermarket Shopping,” Marketing Science Institute Working Paper Series.
     （24） Dobni, D. & Zinkhaml, G. M. (1990), “In Search of Brand Image: A Foundation Analysis”, Advances in Consumer Research, Vol. 17(1), pp. 110-120.
     （25） Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research, 28, No.1, pp.307-19.
     （26） Frank, R. E., Massy, W. F. and Wind, Y. (1972) Market Segmentation, Englewood Cliffs: Prentice-Hall, Inc.
     （27） Farquhar, P. H. (1990), Managing Brand Equity, Journal of Advertising Research, 30(4), pp. 7-12.
     （28） Farquhar, P. H., Han, J. Y., Herr, P. M., & Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4, pp. 32-43.
     （29） Garvin, D.A. (1983), “Quality on the line,” Harvard Business Review, 61, pp.65-73.
     （30） Green, P. and A. Krieger（1987）, “ A Consumer Based Approach to Designing Product Line Extensions,” Journal of Product Innovation Management, 4, 21-32.
     （31） Grewal, D., R. Krishnan, J. Baker, and N. Borin(1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions.” Journal of Retailing, 74, No.1, pp.331-52.
     （32） Guiltinan, J. P. (1993), A strategic framework for assessing product line additions. The Journal of Product Innovation Management, 10(2), pp. 136.
     （33） Guiltinan, J. P.(1999), “Launch Strategy, Launch Tactics and Demand Outcomes”, Journal of Product Innovation Management, Vol. 16, pp. 509-529.
     （34） Guiltinan, J. P.(2002), “Choice and Variety in Antitrust Law: A Marketing Perspective”, Journal of Public Policy and Marketing, Vol. 21(2), pp. 260-268.
     （35） Heskett, J. (1976), Marketing, New York: Macmillan.
     （36） Kashyap, R., Bojanic, DC (2000), A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers, Journal of Travel Research, 39, No.1, pp. 45-51.
     （37） Kotler, P. & Armstrong. G (2004)，Principles of marketing, (10nd.) New Jersey, Prentice-Hall.
     （38） Keller, K. L. (1998), Strategic brand management: building, measuring, and managing brand equity. New Jersey: Prentice-Hall.
     （39） Kevin, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), pp. 1-22.
     （40） Keller, K. L. (2003), Strategic brand management: building, measuring, and managing brand equity. (2 ed.) New Jersey: Prentice-Hall.
     （41） Keller, K. L. (2008), Strategic Brand Management , 3rd edition.
     （42） Kerin, R., M. Harvey, and J. Rothe (1978), "Cannibalism and New Product Development", Business Horizons, 21(October), pp. 25-31.
     （43） Kim, C. K., & Lavack, A. M. (1996). Vertical brand extensions: current research and managerial implications. Journal of Product and Brand Management, 5(6), pp. 24-27.
     （44） Kotler, P. (1991), Marketing Management: Analysis, Planning and Control, Englewood Cliffs: Prentice-Hall Inc.
     （45） Kotler, P. (1994), Marketing Management: : Analysis, Planning Implementation and Control, 6th edition, Prentice-Hall.
     （46） Kotler, P. (2000), Marketing Management, 10th edition, New Jersey: Prentice-Hall.
     （47） Kotler, P., Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (2004), Marketing Management: An Asian Perspective (3rd ed.), Singapore: Prentice Hall.
     （48） Lancaster, T. (1990), The Econometric Analysis of Duration Data, Brown University.
     （49） Lilly, B. and R. Walters（1997）, “Toward a Model of New Product Preannouncement Timing,” Journal of Product Innovation Management, 14(1), pp. 4-20.
     （50） Lomax, W., Hammond, K., East, R., and Clemente, M. (1997), “The measurement of cannibalization”, Journal of Product and Brand Management, Vol. 6, No. 1, pp. 27-39.
     （51） Laforet, Sylvie and John Saunders (1994), Managing Brand Portfolio: How the Leaders Do It, Journal of Advertising Research, 34(5), pp. 64-76.
     （52） Mahajan, V., S. Sharma, and R. Buzzell. 1993. Assessing the impact of competitive entry on market expansion and incumbent sales. Journal of Marketing 57:39–52.
     （53） Mason, Charlotte H., and George R. Milne (1994), “An Approach for Identifying Cannibalization within Product Line Extentions and Multi-Brand Strategies”, Journal of Business Research, 31, pp. 163-170.
     （54） Monroe, Kent B. (1990), The Effects of Buyers’ Intentions to Learn Price Information on Price Encoding. Journal of retailing 66(Spring): pp. 15-32.
     （55） Moothy, K. Sridhar (1994), Market Segmentation, Self-selection, and Product Line Design, Marketing Science 3, pp. 288-305.
     （56） Morgan, L. O., Daniels, R. L., and Kouvelis, P.(2001), “Marketing/manufacturing trade-offs in product line management,” IIE Transactions, vol. 33, Iss. 11, pp. 949-962.
     （57） Norton, J.A. and F. M. Bass, "A Diffusion Theory Model of Adoption and Substitution for Successive Generation of High Technology Products ", Management Science. Vol.33, pp.1069-1086, September 1987.
     （58） Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York:McGraw Hill.
     （59） Olson, J. C. and Jacoby.（1977）,”Consumer Response to Price: An Attitudinal, Information Processing Perspective,” Chicago: America Marketing Association. pp. 73-86.
     （60） Óscar González-Benito, Zaira I Loyola-Galván and Pablo A Muñoz-Gallego(2010), “Inter-size and inter-brand competition analysis within a product category: Scope of cannibalization effects”, Journal of Brand Management, Vol. 17, pp. 254-265.
     （61） Park, C. W., Jaworski, B. J., and Machinnis, D. J. (1986), Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, Iss4, pp. 135-145.
     （62） Pitta, Dennis A. and Lea Prevel Katsanis., (1995)Understanding brand equity for successful brand extension, Journal of Consumer Marketing, 12(4), pp. 51-64.
     （63） Quelch, A. and Kenny, D. (1994), “Extend profits, not product lines”, Harvard Business Review, Vol. 72, September-October, pp.153-60.
     （64） Reddy, Srinivas K., Susan L. Holak and Subodh Bhat (1994), To Extend or Not to Extend: Success Determinants of Line Extensions. Journal of Marketing Research, 31(2), pp. 241-262.
     （65） Robinson, W. T., C. Fornell, and M. W. Sullivan (1992), Are Market Pioneers Insrrinsically Stronger than Leter Entrants?, Strategic Management Journal, 13(8), pp. 609-624.
     （66） Schermerhorn, J.R., Hunt J.G., and Osborn, R.N. (1997), Organizational Behavior. New York, NY: John Wiley and Sons, Inc.
     （67） S. Spiggle, H. T. Nguyen, and M. Caravella. (2012). More than fit: brand extension authenticity. Journal of Marketing Research, vol. 49, pp. 967–983.
     （68） Sheinin, D. A. (1998), Sub-brand evaluation and use versus brand extension, Journal of Product and Brand Management, 6(2), pp. 113-122.
     （69） Smith, Daniel C. and C. Whan Park (1992), The Effect of Brand Extensions on Market Share and Advertising Efficiency, Journal of Marketing Research, 29(3), pp. 296–313.
     （70） Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24, pp. 36-41.
     （71） Tauber, E. M. (1988), Brand leverage: Strategy for growth in a cost - control world. Journal of Advertising Research, 28, pp. 26-30.
     （72） Tiber. Scitovsky(1945), “Some Consequences of the Habit of Judging Quality by Price,” The Review of Economic Studies 12.
     （73） Urban, Glen L. and John R. Hauser（1993）, Design and Marketing of New Products, Englewood Cliffs, NJ：Prentice Hall.
     （74） Wood, Lisa (2000), Brands and Brand Equity: Definition and Management, Journal of Management Decision, Vol. 38, Issue9, pp. 662-669.
     （75） Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), pp. 195-211.
     （76） Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52, pp. 2-21.		zh_TW