Dilemma Between Brand Extension and Product Innovation: A Schem P-Theoretic Perspective

摘要

This study aims to explore the complicated relationship between brand extension and product innovation, proposes practical implications to marketing personnel, and introduces a schema development framework to complete past literature, which lacks dynamic and diverse perspectives. Two main research questions are addressed in this study. l.With new product innovation, how is the consumers' schema structure transformed? 2. What is the relationship between product innovation and brand extension construction?