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研究生： 郭秉修
Ping-Hsiu Kuo
論文名稱： 產品延伸之宣告對於公司價值的影響
The Impact of Preannouncement for Brand Extension on Firm Value
指導教授： 蕭中強
Chung-Chiang Hsiao
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 科技管理研究所
Institute of Technology Management
論文出版年： 2004
畢業學年度： 92
語文別： 英文
論文頁數： 50
中文關鍵詞： Brand Equity 、Brand Extension 、Evaluation 、Firm Value 、Preannouncement
外文關鍵詞： Brand Equity, Brand Extension, Evaluation, Firm Value, Preannouncement
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    • Firm value is composed of two parts. One is tangible asset (e.g. equipments); the other is intangible assets (e.g. brands). Brand extension is used as a marketing strategy and its effect of brand equity is an important issue by prior researchers. The purpose of this study is to evaluate how brand extension creates firm value (financial equity). In this study, we seek to identify how the factors, that influence consumer evaluations of brand extensions, influence funds managers’ predictions of stock price at virtual scenarios of brand extensions. On the other hand, we would like to investigate whether the change of firm value is correspondent to the valence of consumers’ evaluation of brand extension.

    Firm value is composed of two parts. One is tangible asset (e.g. equipments); the other is intangible assets (e.g. brands). Brand extension is used as a marketing strategy and its effect of brand equity is an important issue by prior researchers. The purpose of this study is to evaluate how brand extension creates firm value (financial equity). In this study, we seek to identify how the factors, that influence consumer evaluations of brand extensions, influence funds managers’ predictions of stock price at virtual scenarios of brand extensions. On the other hand, we would like to investigate whether the change of firm value is correspondent to the valence of consumers’ evaluation of brand extension.

    Contents ABSTRACT…………………………………………….……………………3 CONTENTS………………………………….……….…………………...4 1. INTRODUCTION……………………………………….……………….5 1.1 Background and Motivation………...………………………….5 1.2 Issue and Objective……………..…….………………….……6 2. LITERATURE REVIEW…………………………………….…………..7 2.1 Factors that Influence Evaluations of Brand Extension…7 2.2 How Brand Extension Influence Brand Equity……………..10 3. FRAMEWORK…………………..……………………….…………….13 3.1 Description of Model……………………………………………13 4. RESEARCH METHODOLOGY…...……...………….……..........15 4.1 Variables………………………………………………………15 4.2 Hypotheses………………….………………………..………16 4.3 Pretest…………………………………………………………17 4.4 Experimental Design………………………………………..18 4.5 Procedure………………………….………………..……….19 5. DATA COLLECTIONS…………………………….……….………….23 6. DATA ANALYSIS & RESULTS………………………………….…...24 6.1 Factor………………………………………………………………25 6.2 Company…………………………………………………………….31 7. CONCLUSIONS & CONTRIBUTIONS……………….……….........39 8. LIMITATIONS & FUTHER STUDY………………...……….......42 REFERENCE……………………………………………………………...43 APPENDIX…………………………………………………………………45

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