臺灣博碩士論文加值系統

品牌聯盟是市場上經常被運用的行銷策略，廠商藉由搭配另一個品牌共同推出產品，不僅增加原本產品的屬性，更讓消費者對於新產品產生更高的信心與正面的態度。消費者在對品牌聯盟產品形成態度的同時，也對原本單獨兩品牌產生了新的評價，使得消費者在品牌聯盟前後對於個別品牌的態度出現差異，造成品牌聯盟的外溢效果。本研究之目的在探討品牌聯盟類型中的組成份共品牌，是否會因為不同品牌知名度的組合，而影響消費者對品牌聯盟的態度。另外當品牌參與聯盟之後，消費者對品牌態度的改變，是否受其本身知名度以及在聯盟中擔任角色的影響。本研究設計一個2（主品牌知名度高/低）x2（成分品牌知名度高/低）x2（品牌聯盟成功/失敗）=8組的實驗，利用問卷瞭解消費者在各種組合下對品牌聯盟以及個別品牌的態度，再利用統計分析比較彼此的差異。

透過對214份有效問卷的分析，研究發現品牌知名度確實是影響消費者對品牌聯盟態度的因素。此外，消費者在品牌聯盟之後對個別品牌態度的變化幅度，會受品牌聯盟市場反應的好壞，品牌本身知名度，以及此品牌在聯盟中擔任角色的交互影響，而造成外溢效果的差異。品牌聯盟市場反應好壞不必然同時影響消費者對聯盟中兩個品牌的態度，消費者傾向於將品牌聯盟的成敗歸因於主品牌上，使主品牌的外溢效果大於成分品牌。另外品牌外溢效果同時會受品牌知名度與聯盟中主附品牌角色不同的影響。低知名度加上主品牌的組合最容易產生顯著的外溢效果。

Brand alliance, also called co-branding, is a useful marketing strategy which helps an existing brand to leverage associations, strengthen its image and influence consumers’ attitudes by linking itself to other brands. A special case of brand association is ingredient branding, which highlights a product’s ingredient brand in order to signal the quality of co-branded products. While consumers perceive a co-brand and form attitudes to it, the attitudes toward each constituent brand are also influenced, causing the spillover effect. This study tries to find out if brand awareness is the key factor to impact consumers’ attitudes to a brand alliance. Further, it explains how spillover effect differs between a main brand and an ingredient brand when either positive or negative information about an ingredient branding product is presented to customers.

Experiments are conducted to compare an array of consumer’s attitudes and spillover effects of ingredient branding products. Main brands and ingredient brands of different awareness levels are paired alternatively to design eight co-branding conditions. The study finds out brand awareness is a key factor that influences consumer’s attitudes toward a brand association. The combination of two high-awareness brands gains the more positive attitudes than other awareness combinations. However, the level of awareness has little to do with the strength of spillover effect. Attitudes to a brand alliance, positive or not, do not necessarily influence the attitudes to either allied brands. Spillover effect is not a symmetrical phenomenon, and therefore one brand usually gains more spillover effect than their counterpart. Generally the main brand in an ingredient branding has higher spillover effect than the ingredient brand.

第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究流程
第二章 文獻探討
第一節 品牌聯盟
第二節 品牌知名度
第三節 品牌聯盟的外溢效果
第四節 消費者態度
第五節 研究架構
第六節 研究設計

第三章 研究設計
第一節 實驗設計
第二節 變數之定義與衡量
第三節 抽樣方法與問卷設計
第四節 資料分析方法與信度分
第四章 研究結果
第一節 樣本結構
第二節 變數之操弄檢查
第三節 消費者對品牌聯盟之態度
第四節 品牌聯盟成功或失敗之外溢效果
第五節 外溢效果的不對稱性：主品牌v.s.成分品牌
第六節 品牌知名度對外溢效果的影響：主效果
第七節 品牌知名度對外溢效果的影響：交互效果
第八節 假說驗證之整理
第五章 研究結論與建議
第一節 研究結論
第二節 研究貢獻與建議
第三節 研究限制
第四節 後續研究建議
參考文獻
附錄

一、 中文書目

1. 王慧美（民93）。聯盟產品品牌互補性、聲譽一致性與價格對認知品質的影響。私立輔仁大學管理學研究所碩士論文，未出版，台北縣。
2. 呂方洲（民87）。品牌聯盟策略對品牌權益影響之研究。國立雲林科技大學企業管理技術研究所碩士論文，未出版，雲林縣。
3. 何京勝（民93）。品牌聯盟與成份品牌之關係。國立中興大學行銷學研究所碩士論文，未出版，台北市。
4. 高啟震（民85）。品牌聯盟的品質訊號傳遞效果之研究。私立大同工學院事業經營研究所碩士論文，未出版，。
5. 許婷婷（民87）。品牌聯盟與來源國效應對產品評價之影響。國立成功大學交通管理科學研究所碩士論文，未出版，台南市。
6. 殷仲華（民86）。品牌聯盟動機、聯盟型態與品牌權益關係之研究：資源基礎觀點之研究。私立中原大學企業管理研究所碩士論文，未出版，桃園縣。
7. 趙欣宜（民90）。品牌聯盟對品牌權益之影響：以網路購物為例。私立實踐大學企業管理研究所碩士論文，未出版，台北市。
8. 陳蕙卿（民92）。品牌個性契合度與產品互補性對品牌聯盟成效之影響。私立真理大學管理科學研究所碩士論文，未出版，台北縣。
9. 蔡姍樺（民92）。品牌聯盟類型與結盟夥伴的品牌形象對消費者態度及購後不滿意之影響分析---以資訊零組件廠商為例。國立政治大學國際貿易研究所碩士論文，未出版，台北市。


二、 英文書目

1. Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, N.Y.
2. Aaker, David A. & Keller, Kevin Lane (1992). Interpreting cross-cultural replications of brand extension research. International Journal of Research in Marketing, 10(1), 55.
3. Aaker, David A. & Keller, Kevin Lane (1998). Strategic Brand Management-Building, Measuring, and ManagingBrand Equity. New Jersey.
4. Assael, Henry (1992). Consumer Behavior and Marketing Action (4th ed.).
PWS-KENT Publishing Company.
5. Alba, Joseph W., Stijn M. J., & Van, Osselaer (2000). Consumer Learning and Brand Equity. Journal of Consumer Research, 27.
6. Allen, Chris T., Kardes, Frank R. , & Kim, John (1996). An investigation of the mediational mechanisms underlying attitudinal conditioning. Journal of Marketing Research, 33(3), 318.
7. Bearden, William & Shimp, Terence A. (1982). Warrant and other Extrinsic Cue Effect on Consumer Risk Perception. Journal of Consumer Research, 9(1), 38-46.
8. Beitzel, Brian D., Jones, Melanie S., Levin, Joel R., & Levin, Mary E. (2000). Can vocabulary-learning strategies and pair-learning formats be profitably combined?. Journal of Educational Psychology, 92(2), 256.
9. Biswas, Abhijt & Rodrigue Christina S. (2004). Brand Alliance Dependency and Exclusivity: An Empirical Investigation. Journal of Product & Brand Management, 13(7), 477-487.
10. Dacin, Peter A. & Smith, Daniel C (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229.
11. Dodds, William B. & Grewal (1991). Effect of Price, Brand and Store Information on Buyer’s Procduct Evaluation. Journal of Marketing Research, 28(3), 307-319.
12. Dubelaar, Chris, Erdem, Tulin, Louviere, Jordan, & Swait, Joffre (1993). The Equalization Price: A Measure of Consumer-Perceived Brand Equity. International Journal of Research in Marketing,10, 23.
13. Engle, Randall W., Shimp, Terence A., & Stuart, Elnora W. (1987). Classical Conditioning of Consumer Attitudes: Four Experime. Journal of Consumer Research, 14(3), 334.
14. Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1, 24-33.
15. Farquhar, P. H., Fazio, Russell H., & Herr, Paul M., (1996). Impact of Dominance and Relatedness on Brand Extensions. Journal of Consumer Psychology, 5(2), 135-159.
16. Fishbein, Martin & Isek, Ajzen (1975). Belief, Attitude, Intention, and
Behavior：An Introduction to Theory and Research. MA:Addison-Wesley.
17. Grewal, D., Monroe K.B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
18. Grossman, Randi Priluck & Till, Brian D (1998). The persistence of classically conditioned brand attitudes. Journal of Advertising, 27(1), 23.
19. Guiltinan, Joseph P. (1987). The Price Bundling of Services: A Normative Framework. Journal of Marketing, 51(2), 74.
20. Hanland, C. I. & Rosenberg, M. J. (1960). Cognitive, Affective, and Behavior Components in Attitude Organization and Change: An Analysis of Consistency among Attitude Components. Eds. M. J. Rosenberg et al. New Haven, CT: Yale University Press.
21. Harlam, B. A., Krishna, Lehmann, D. R., & Mela C. (1995). Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle. Journal of Business Research, 33(May), 57-66.
22. Heslop, L.A., Liefeld, J., & Wall, M. (1991). Impact of Country-of-Origin Cuse on Consumer Judgments in Multi-cue Situstions: a Covariance Analysis. Journal of the Academy of Marketing Science, 105-113.
23. John, D. R. & Loken, B. (1993). Diluting Brand Beliefs: When do Brand Extension have a Negative Impact?. Journal of Marketing, 57(July), 71-84.
24. Jun, S.Y., Park, C.W., & Shocker, A.D. (1996). Composite Branding Alliance: An Investigation of Extension and Feedback Effect. Journal of Business Research, 33(Nov), 453-466.
25. Keller, Kevin Lane (1993). Conceptualizing, Measuring and Managing Consumer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
26. Kim, Chankon, Laroche, Michel, & Zhou, Lianxi (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115.
27. Kotler, Philip (2000). Marketing Management (10th ed.). Prentice-Hall International Inc.
28. Lawson, Robert, Milberg, Sandra, & Park, C. W., (1991). Evaluation of Brand Extensions: The Role of Product Feature. Journal of Consumer Research, 18(2), 185.
29. Macdonald , E. K ＆ Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product：A replication. Journal of Business Research, 48, 5-15.
30. Monroe, Kent B. & Rao, Akshay R. (1988). The Moderating Effect of Prior
Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research, 15(Sep), 253-264.
31. Monroe, Kent B. & Rao, Akshay R. (1989). The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Intergration Review. Journal of Marketing Research, 26(3), 351-257.
32. Myers, John G. & Strahilevitz, M (1998). Donations to Charity as Purchase
Incentives: How Well They Work May Depend on What You Are Trying to Sell. Journal of Consumer Research, 24(Mar), 434-446.
33. Priluck, Randi, Till, Brian D., & Washburn, Judith H., (2000). Co-branding: Brand Equity and Trial Effect. Journal of Consumer Marketing, 17(7), 591-604.
34. Rao, A.R. & Ruekert, R.W. (1994). Brand Alliances as Signals of Product Quality. Sloan Management Review, Fall, 87-97.
35. Rao, Lu Qu, & Ruekert, R.W. (1999). Signaling Unobservable Product Quality
Through a Brand Ally. Journal of Marketing Research, 36, 258-268.
36. Ruth, J.A. & Simonin, B.L. (1995). Bundling as a Strategy for New Product
Introduction: Effect on Consumer’s Reservation Prices for the Bundle, the New
Product and Its Tie-in. Journal of Business Research, 33, 219-230.
37. Ruth, J.A. & Simonin, B.L. (1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of brand Alliances on Consumer Brand
Attitudes. Journal of Marketing Research, 35(2), 30-42.
38. Simon, Marji (1970). Influence of Brand Names on Attitudes. Journal of Advertising Research, 3(Jun), 56-61.
39. Troyano E., Sam-Pin L., Cho K.R., Sinskey A.J.; Nagata T., Higashigawa M., et al. (1996). Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context. Journal of Business Research, 37, 115-120.
40. Varadarajan, P.R. (1985). Symbiotic Marketing Revised. Journal of Marketing, 50, 7-17.