研究目的：本研究探討不同的品牌重建策略對消費者品牌偏好之影響。品牌重建策略包括演化性策略與革命性策略，而其中所考量之調節變數分別為消費者對原品牌名稱之態度以及消費者對產品之專家程度。 研究方法：採2×2二因子實驗設計驗證本研究所提之假設。受測者為220位來自台灣台北之大學生。 研究結果：本研究結果指出，在品牌重新定位合宜之前提下，當原品牌名稱深受消費者喜愛時，演化性之品牌重建策略較有利於提升消費者品牌偏好。反之，當消費者對原品牌名稱之喜好度偏低時，採取革命性之品牌重建策略則更有助於消費者品牌偏好之提升。此外，對於產品專家程度較低之消費者，採用演化性品牌重建策略在提升其品牌偏好之成效上更優於革命性之品牌重建策略。 研究價值與貢獻：在品牌重建之相關研究中，本研究為其一率先以因果關係研究提供有意執行品牌重建之廠商於策略擬定時之實務建議與實證證據。 Purpose – This research investigates the moderating effects of the impact of different rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while the two moderators under consideration are consumer attitudes toward a firm’s original brand name and consumer product expertise. Methodology – A 2x2 factorial experimental design is used to examine the proposed hypotheses. 220 undergraduates from a public university in Taipei of Taiwan participate in the experiment. Findings – The findings indicate that when brand repositioning is preferable, the uses of evolutionary and revolutionary rebranding strategies are superior in enhancing consumer brand preference in the cases of pleasant and less pleasant original brand name attitudes respectively. In addition, expert consumers show similar responses toward the two rebranding strategies, while evolutionary strategies seem to be more effective than revolutionary ones in enhancing consumer brand preferences in case of novice consumers. Originality/Value/Contribution of the paper – The current causal-oriented research represents one of the pioneering works in the current subject and provides immediate implications, supported by empirical evidence, for firms to formulate proper corporate rebranding strategies.
