In the global fierce business competition, how to extend existing mother brand advantage to another products and services by utilizing brand extension strategy are the issue that both enterprises and scholars continue thinking and improving; Customer empowerment, which is new thought of current marketing strategy that make enterprises have more interactions with customers, more common enjoyment in the progress of value creation in order to improve customer awareness of product quality, satisfaction, loyalty and sense of ownership.
The purpose of this research focuses on the moderating effect of different product type on the relationship between customer empowerment and brand extension evaluation. The result of this study shows customer empowerment is positively correlated to brand extension evaluation. Next, it found that product type is negative related to the relationship between customer empowerment and brand extension evaluation. The analysis result indicated that it is helpful to raise customer’s evaluation of brand extension by applying customer empowerment strategy when the product has a higher credence attribute.
