本研究以消費者的角度，探討當一新產品推出，在契合度的調節作用下，「品牌延伸」、「副品牌」、「巢狀品牌」、「新品牌」四種不同的品牌策略對「消費者態度」影響的效果。並且將產品分為無形服務與實體商品兩類別，比較兩者結果之差異。研究採4(品牌策略) x 2(契合度)之實驗設計，對240名年齡分布於18~35歲之受測者進行平面圖之測試。研究結果發現，對於服務類別，在契合度無論為高或低的情況下，四種品牌策略之效果無顯著差異；而對於實體商品類別，在契合度高的狀況下，採「品牌延伸」、「副品牌」或是「巢狀品牌」策略，效果皆相當，且優於「新品牌」策略，但在契合度低的情況下，則採四種策略之效果皆無顯著差異。行銷人員在企業推出新產品時，可針對不同的情境去選擇應採取的品牌策略。 Consumer reaction to new products introduced under four different brand strategies (brand extension/ sub-brand/ nested brand/ new brand) and two levels of fit (high/ low) are examined. Besides, separate product into two categories: intangible service and tangible commodity, to compare the result. The result shows, for intangible service, no matter the fit between the new product and the existing brand is, the effects of those four different strategies are almost the same. For tangible commodity, when consumers see a high degree of the fit, brand extension, sub-brand, and nested-brand are about equally preferred, better than new brand. But when the fit is low, the effects of those four different strategies are almost the same. Marketing staff can choose suitable brand strategy according to different situations.
