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The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community

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  • Tsai-Hsuan Tsai

    (Department of Industrial Design, Chang Gung University, Taoyuan 33302, Taiwan
    Graduate Institute of Business and Management, Chang Gung University, Taoyuan 33302, Taiwan
    Department of Physical Medicine and Rehabilitation, Chang Gung Memorial Hospital, Taoyuan 33305, Taiwan
    Department of Visual Communication Design, Ming-Chi University of Technology, New Taipei City 24301, Taiwan)

  • Alice M. K. Wong

    (Department of Physical Medicine and Rehabilitation, Chang Gung Memorial Hospital, Taoyuan 33305, Taiwan
    Product Design and Development Laboratory, Taoyuan 33343, Taiwan
    These authors contributed equally to this work.)

  • Hsiu-Feng Lee

    (Graduate Institute of Business and Management, Chang Gung University, Taoyuan 33302, Taiwan)

  • Kevin C. Tseng

    (Product Design and Development Laboratory, Taoyuan 33343, Taiwan
    Department of Industrial Design, National Taipei University of Technology, Taipei 10608, Taiwan)

Abstract

The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.

Suggested Citation

  • Tsai-Hsuan Tsai & Alice M. K. Wong & Hsiu-Feng Lee & Kevin C. Tseng, 2020. "The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community," Sustainability, MDPI, vol. 12(18), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7478-:d:412067
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    References listed on IDEAS

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