經濟與管理論叢(Journal of Economics and Management)  
  Volume 13, No. 1  
  February, 2017  
     
  Purchase Intention toward the Extension and  
  Parent Brand: The Role of Brand Commitment  
   
 

Chung-Yu Wang

 
  Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan  
     
 

Li-Wei Wu

 
 

Department of International Business, Tunghai University, Taiwan

 
     
  Chen-Yu Lin  
  Department of International Trade, Feng-Chia University, Taiwan  
     
  Ruei-Jie Chen  
  Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan  
     
 

Abstract

 

This study sets up a model estimation that includes structural equation analysis and uses data from 240 surveys developed under market conditions. The results verify that extension attitude affects purchase intention toward extension and parent brands, whereas perceived fit between a new product and either the remaining products (category fit) or brand image (image fit) can strengthen consumer attitude. The study also explains how the role of consumer brand commitment as a moderating factor can suggest a strong relationship between image fit and extension attitude for consumers with a high level of brand commitment, which is more important than expected. In contrast, consumers with a high level of commitment fail to consider category fit when evaluating brand extensions. Theoretical and managerial implications of our findings are discussed herein.

   

 

 

Keywords: brand extensions, brand commitment, image fit, category fit           

 

 

JEL classification: M3, L1

 

 
   

 

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