This research is based on the core brand attitude, consumer perceptional fit, and extended product knowledge to study the main variables which influence the brand extension effect. The study take the example of the well-known brand of "Microsoft", carrying on a virtual extended product test, and take consumer's decision-making style as interference variable, to discuss the differences of the brand extension effect of different decision-making style clusters. This research divides the consumer's decision-making style in seven factors according to the factor analysis. Then through cluster analysis, the participants are divided in two groups: Quality Seeker, and Loyalty and Price and Fashion seeker. The research results show that this virtual extended product has a good extension effect, and different consumer decision-making style cluster has different brand extension effect and relational structure.
關聯:
Journal of International Marketing & Marketing Research, 32(2), 93-116
