Department of Business Administration, National Taichung University of Science and Technology; Department of Business Administration, National Taichung University of Science and Technology
With the fierce competition in the marketplace, firms provide a variety of products for consumers to choose. How to attract consumers’ attention has become a key issue for firms while implementing brand strategies. Most previous studies focused on consumers’ perceptions and attitudes toward the brand, rather than the relationship between brands and consumers, or the influence of parent brand attachment on sub-brand extension. By using 7-ELEVEN and 7-SELECT as research context and the self-congruity theory as the research foundation, this study explored the antecedents of brand attachment, which may further influence consumers’ brand extension evaluation. In addition, this study also explored the moderating effect of perceived fit on the relationship between brand attachment and brand extension evaluation. Questionnaire survey was used to validate research framework. By using PLS analysis with 367 usable questionnaires, the results indicated that ideal self-congruity has positive influences on functional congruity. Besides, actual self-congruity and functional congruity had positive impacts on parent brand attachment, which further influenced brand extension evaluation. Moreover, perceived fit would strengthen the positive influence of parent brand attachment on brand extension evaluation. Finally, this study proposed suggestions and managerial implications for firms to exercise their brand strategies.(139_M5b2c538e882c8_Abs.pdf(檔案不存在))
Brand Attachment, Self-congruity Theory, Brand Extension Evaluation, Perceived Fit
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