本研究探討了企業跨越多種產品市場類別時如何執行品牌管理策略。當企業跨越多種產品市場類別時，若不符合現有產品市場類別將無法從專門從事現有類別的評論家獲得適當的評價，這現象被稱為不正當性成本。不正當性成本對於企業運作的影響有很多學者至今進行討論，雖然有些學者認為企業跨越產品市場類別的行為會降低企業的生存機率，但還有其他學者認為這樣的企業在有些情況下可以避免承受不正當性成本，甚至有機會得到消費者的正面評價。本研究整理類別跨越企業承受的不正當性成本的不同觀點，同時整理企業創立新品牌或延伸既有品牌被消費者接受的條件。整理完類別跨越不正當性成本與品牌創立、品牌延伸被消費者接受的條件後發現，不正當性成本的程度可以成為類別跨越企業創立新品牌或延伸既有品牌的關鍵。經過個案研究得知，企業在不正當性成本相對高的情況下跨足不同產品類別時可以創立新品牌避免承受不正當性成本，而不正當性成本相對低的情況下則可以延伸既有品牌，應用現有的品牌資產。

This study examines the implementation of brand management strategies when organizations cross multiple product categories. When an organization cross multiple product categories, it will often not be able to receive proper reviews from critics specializing in the existing product categories if it does not fit into the existing product categories, a phenomenon known as the illegitimacy cost. After summarizing the conditions for consumer acceptance of category spanning, brand creation and brand extension, it is found that the extent of illegitimacy costs can be a key factor for category-spanning firms to create new brand or extend their existing brand. The case studies revealed that the organization can create new brand when the illegitimacy cost was relatively high to avoid the bearing of illegitimacy cost, whereas they can extend their existing brand when the illegitimacy cost was relatively low to utilize existing resources.

Aaker, D. A. (1994). Building a Brand: The Saturn Story. California Management Review 36(2), 114-133.
Aaker, D. A. and E. Joachimsthaler (2000). The Brand Relationship Spectrum The Key to the Brand Architecture Challenge. California Management Review 42(4), 8-23.
Aaker, D. A. and K. L. Keller (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing 54(1), 27-41.
Aaker, D. A. and K. L. Keller (1993). Interpreting Cross-Cultural Replications of Brand Extension Research. International Journal of Research in Marketing 10(1), 55-59.
Ahluwalia, R. (2008). How Far Can a Brand Stretch? Understanding the Role of Self-Construal. Journal of Marketing Research 45(3), 337-350.
Barlow, M. A., J. C. Verhaal and R. W. Angus (2019). Optimal Distinctiveness, Strategic Categorization, and Product Market Entry on the Google Play App Platform. Strategic Management Journal 40(8), 1219-1242.
Barsalou, L. W. (1983). Ad Hoc Categories. Memory & Cognition 11(3), 221-227.
Barsalou, L. W. (1985). Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories. Journal of Experimental Psychology: Learning, Memory, and Cognition 11(4), 629-654.
Broniarczyk, S. M. and J. W. Alba (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research 31(2), 214-228.
Chae, H. (2021). Income or Education? Community‐Level Antecedents of Firms' Category‐Spanning Activities. Strategic Management Journal 43(1), 93-129.
Damoiseau, Y., W. C. Black and R. D. Raggio (2011). Brand Creation vs Acquisition in Portfolio Expansion Strategy. Journal of Product & Brand Management 20(4), 268-281.
David, R. J., C. Jones and G. Croidieu (2023). Putting Categories in Their Place: A Research Agenda for Theorizing Place in Category Research. Strategic Organization 21(1), 6-22.
David, R. J. and Y. Lee (2022). The Short History and Long Future of Research on Market Categories. Strategic Organization 20(4), 709-721.
Deng, Q. C. and P. R. Messinger (2022). Dimensions of Brand-Extension Fit. International Journal of Research in Marketing 39(3), 764-787.
Durand, R. and R. Boulongne (2017). Advancing Research on Categories for Institutional Approaches of Organizations. The SAGE Handbook of Organizational Institutionalism.
Durand, R. and L. Paolella (2013). Category Stretching: Reorienting Research on Categories in Strategy, Entrepreneurship, and Organization Theory. Journal of Management Studies 50(6), 1100-1123.
Echambadi, R., I. Arroniz, W. Reinartz and J. Lee (2006). Empirical Generalizations from Brand Extension Research: How Sure Are We? International Journal of Research in Marketing 23(3), 253-261.
Eisenhardt, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review 14(4), 532-550.
Esch, F. R., T. Langner, B. H. Schmitt and P. Geus (2006). Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases. Journal of Product & Brand Management 15(2), 98-105.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Reserach 24(4), 343-353.
Glaser, B. G. and A. L. Strauss (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research.
Goldenstein, J., M. Hunoldt and S. Oertel (2019). How Optimal Distinctiveness Affects New Ventures' Failure Risk: A Contingency Perspective. Journal of Business Venturing 34(3), 477-495.
He, Y., Q. Chen, L. Tam and R. P. Lee (2014). Managing Sub-Branding Affect Transfer: The Role of Consideration Set Size and Brand Loyalty. Marketing Letters 27(1), 103-113.
Hsu, G. (2006). Jacks of All Trades and Masters of None: Audiences' Reactions to Spanning Genres in Feature Film Production. Administrative Science Quarterly 51(3), 420-450.
Hsu, G., M. T. Hannan and Ö. Koçak (2009). Multiple Category Memberships in Markets An Integrative Theory and Two Empirical Tests. American Sociological Review 74(1), 150-169.
Kalamas, M., M. Cleveland, M. Laroche and R. Laufer (2006). The Critical Role of Congruency in Prototypical Brand Extensions. Journal of Strategic Marketing 14(3), 193-210.
Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Reserach 29(4), 595-600.
Kohli, C. S., K. R. Harich and L. Leuthesser (2005). Creating Brand Identity: A Study of Evaluation of New Brand Names. Journal of Business Research 58(11), 1506-1515.
Kovács, B. and M. T. Hannan (2010). The Consequences of Category Spanning Depend on Contrast. Categories in Markets: Origins and Evolution: 175-201.
Martin, I. M., D. W. Stewart and S. Matta (2005). Branding Strategies, Marketing Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal-Oriented Brand Meaning to Brand Extensions. Journal of the Academy of Marketing Science 33(3), 275-294.
Miles, M. B., A. M. Huberman and J. Saldana (2014). Qualitative Data Analysis: A Methods Sourcebook, SAGE.
Negro, G. and M. D. Leung (2013). “Actual” and Perceptual Effects of Category Spanning. Organization Science 24(3), 684-696.
Oakley, J. L., A. Duhachek, S. Balachander and S. Sriram (2007). Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation. Journal of Consumer Reserach 34(5), 706-712.
Paolella, L. and R. Durand (2016). Category Spanning, Evaluation, and Performance: Revised Theory and Test on the Corporate Law Market. Academy of Management Journal 59, 330-351.
Park, C. W., S. Milberg and R. Lawson (1991). Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. Journal of Consumer Reserach 18(2), 185-193.
Pina, J. M., E. Martinez, L. d. Chernatony and S. Drury (2006). The Effect of Service Brand Extensions on Corporate Image. European Journal of Marketing 40(1/2), 174-197.
Porac, J. F., H. Thomas and C. Baden-Fuller (1989). Competitive Groups as Cognitive Communities: The Case of Scottish Knitwear Manufacturers. Journal of Management Studies 26(4), 397-416.
Ratneshwar, S., L. W. Barsalou, C. Pechmann and M. Moore (2001). Goal-Derived Categories: The Role of Personal and Situational Goals in Category Representations. Journal of Consumer Psychology 10(3), 147-157.
Rosch, E. and C. B. Mervis (1975). Family Resemblances: Studies in the Internal Structure of Categories. Cognitive Psychology 7(4), 573-605.
Ruef, M. and K. Patterson (2009). Credit and Classification: The Impact of Industry Boundaries in Nineteenth-Century America. Administrative Science Quarterly 54(3), 486-520.
Sheinin, D. A. (1998). Sub-Brand Evaluation and Use Versus Brand Extension. Journal of Brand Management 6, 113-122.
Sigglekow, N. (2007). Persuasion with Case Studies. The Academy of Management Journal 50(1), 20-24.
Smith, D. C. and C. W. Park (1992). The Effects of Brand Extensions on Market Share and Advertising Efficiency. Journal of Marketing Research 29(3), 296-313.
Sullivan, M. W. (1992). Brand Extensions: When to Use Them. Management Science 38(6), 793-806.
Sunde, L. and R. J. Brodie (1993). Consumer Evaluations of Brand Extensions: Further Empirical Results. International Journal of Research in Marketing 10(1), 47-53.
Vergne, J.-P. (2012). Stigmatized Categories and Public Disapproval of Organizations: A Mixed-Methods Study of the Global Arms Industry, 1996–2007. Academy of Management Journal 55(5), 1027-1052.
Vergne, J.-P. and T. Wry (2014). Categorizing Categorization Research: Review, Integration, and Future Directions. Journal of Management Studies 51(1), 56-94.
Völckner, F. and H. Sattler (2006). Drivers of Brand Extension Success. Journal of Marketing 70(2), 18-34.
Völckner, F. and H. Sattler (2007). Empirical Generalizability of Consumer Evaluations of Brand Extensions. International Journal of Research in Marketing 24(2), 149-162.
Wang, Y.-C., H. Qu and J. Yang (2019). The Formation of Sub-Brand Love and Corporate Brand Love in Hotel Brand Portfolios. International Journal of Hospitality Management 77, 375-384.
Wry, T., M. Lounsbury and P. D. Jennings (2014). Hybrid Vigor: Securing Venture Capital by Spanning Categories in Nanotechnology. Academy of Management Journal 57(5), 1309-1333.
Yin, R. K. (1984). Case Study Research Design and Methods.
Yin, R. K. (1994). Case Study Research: Design and Methods, SAGE.
Yokozawa, K. (2020). 研究戦略としてのケース・スタディ ―ケースをどのように選ぶか Yin(1984)の場合―.
Yokozawa, K., S. Byun and Y. Mukai (2013). ケーススタディ方法論: どのアプローチを選ぶか.
Zhao, E. Y., G. Fisher, M. Lounsbury and D. Miller (2017). Optimal Distinctiveness: Broadening the Interface Between Institutional Theory and Strategic Management. Strategic Management Journal 38(1), 93-113.
Zuckerman, E. W. (1999). The Categorical Imperative: Securities Analysts and the Illegitimacy Discount. American Journal of Sociology 104(5), 1398-1438.