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研究生:郭宏林
研究生(外文):Hong-Lin Kuo
論文名稱:品牌聯盟之顧客評價分析—以筆記型電腦產業為例
論文名稱(外文):An Analysis for Customers’ Evaluations on Brand Alliance: An Empirical Study of Notebook Industry
指導教授:祝道松祝道松引用關係張國忠張國忠引用關係
指導教授(外文):Dauw-Song ZhuKuo-Chung Chang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:96
中文關鍵詞:協議獨家性承諾水準品牌聯盟品牌知名度
外文關鍵詞:Level of CommitmentAgreement of ExclusivityBrand AllianceBrand Awareness
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論文摘要

由於國內筆記型電腦代工廠商一直停留在代工廠商的形象,以致於在建立自有品牌於市場行銷的策略上有其困難度。因此,本研究目的即透過品牌聯盟的行銷策略方式,希望藉由其品牌權益移轉或是建立品牌形象的效益,觀察國內筆記型電腦代工廠商與其國外筆記型電腦品牌廠商進行品牌聯盟時的顧客評價分析,以供管理者不同的行銷策略方案。然而,由於在競爭激烈的資訊產業下,聯盟事件層出不斷,國內筆記型電腦代工廠商在進行品牌聯盟時,如何與其國外筆記型電腦品牌廠商維持良好夥伴關係以建立成功的聯盟則是一項重要課題。
本研究採行因素設計的方式,以檢視在進行成功的品牌聯盟策略時所要探討的重要因素(品牌知名度、協議獨家性以及承諾水準)。透過研究結果顯示,品牌知名度對於消費者在品牌聯盟下的評價,的確扮演著重要的角色。也就是,高知名度的品牌在品牌聯盟事件下,能獲得較高的消費者評價。至於協議的獨家性和承諾水準,對品牌聯盟而言則不具影響性。
最後,本研究對於國內筆記型電腦代工廠商在藉由品牌聯盟以經營其品牌事業的策略方式上建議,短期目標應與其國外筆記型電腦品牌廠商建立良好的行銷夥伴關係以提升品牌形象。另外,更可透過長期下發展的策略聯盟關係所累積的知識與經驗,以建立出自我品牌。
Abstract
Most of the domestic OEM/ODM NB manufacturers are difficult to build up the visibility of itself brand into marketplace, because they always rest on the image of OEM/ODM NB manufacturers. On the other hand, brand alliance possesses the positive effects of transferring brand equity and establishing brand image. Therefore, the purpose of this study is to investigate customers’ evaluations when announcing a partnership of brand alliance with its foreign brand notebook manufacturers and suggests different ways of marketing strategy for managers. However, how to develop a good relationship with its foreign brand notebook manufacturers in drastically competitive information market is an important issue for domestic OEM/ODM notebook manufacturers.
Consequently, we employ the method of factorial design to develop a conceptual framework to examine key factors (brand awareness, agreement of exclusivity and level of commitment) to form a successful brand alliance. The empirical results indicate that only brand awareness indeed plays a vital role in brand alliance, but agreement of exclusivity and level of commitment don’t have any influences on evaluations in brand alliance for customers.
Ultimately, we expect that this study can shed some lights for domestic OEM/ODM notebook manufacturers on building up well partnership with its foreign brand notebook manufacturers to establish successful brand image for customers in short-term marketing stage. Further, it can be beneficial for building up OBM thorough accumulated knowledge and experience resulting from an essentially strategic partnership in long-term period.
List of Figure
Page
Figure1.1 Flow Chart of Research……………………………………………………………..6
Figure2.3.2.1 Continuum of Brand Alliance Forms…………………………………………..13
Figure 4.5.1 Estimated Marginal Means of Attitude toward Brand Alliance and Purchase Intention for Brand Awareness of foreign NB Brand Manu…………………...40
Figure 4.5.2 Estimated Marginal Means of Attitude toward Brand Alliance and Purchase Intention for Brand Awareness of domestic OEM/ODM NB Manu. 41
Figure 4.5.3 Estimated Marginal Means of Attitude toward Brand Alliance for Exclusivity of Agreement and Brand Awareness of foreign NB Brand Manu. 45
Figure 4.5.4 Estimated Marginal Means of Purchase Intention for Exclusivity of Agreement and Brand Awareness of foreign NB Brand Manu. 46
Figure 4.5.5 Estimated Marginal Means of Attitude toward Brand Alliance for Exclusivity of Agreement and Brand Awareness of domestic OEM/ODM NB Manu. 46
Figure 4.5.6 Estimated Marginal Means of Purchase Intention for Exclusivity of Agreement and Brand Awareness of domestic OEM/ODM NB Manu. 47
Figure 4.5.7 Estimated Marginal Means of Attitude toward Brand Alliance for Level of commitment and Brand Awareness of foreign NB Brand Manu. 51
Figure 4.5.8 Estimated Marginal Means of Purchase Intention for Level of commitment and Brand Awareness of foreign NB Brand Manu. 52
Figure 4.5.9 Estimated Marginal Means of Attitude toward Brand Alliance for Level of Commitment and Brand Awareness of domestic OEM/ODM NB Manu. 52
Figure 4.5.10 Estimated Marginal Means of Purchase Intention for Level of Commitment and Brand Awareness of domestic OEM/ODM NB Manu. 53

List of Tables
Page
Table 2.3.1 Definition of Brand Alliance…………………………………………………......11
Table 2.4.1.1 Total Sales and Growth Rate in Global NB Market……………………............15
Table 2.4.1.2 Output of Domestic NB manufacturers………………………………………...16
Table 3.3.2.1 Results of brand awareness in foreign NB brand manufacturers………………24
Table 3.3.2.2 Results of brand awareness in domestic OEM/ODM NB manufacturers 24
Table 3.3.2.3 Combinations of Brand Awareness in Per-test Result 25
Table 3.4.1 Measurement of Dependent Variables……………………………………………26
Table 3.4.2 Measurement of Independent Variable 27
Table 3.4.3 Measurement of Covariate Variables 30
Table 4.1.1 Distribution of Experimental Groups…………………………………………….32
Table 4.1.2 Demographic Profiles of Samples 33
Table 4.3.1 Manipulation Check for Brand Awareness of foreign NB Manu………………...34
Table 4.3.2 Manipulation Check for Brand Awareness of domestic NB OEM/ODM Manu. 34
Table 4.3.3 Manipulation Check for Exclusivity of Agreement 34
Table 4.3.4 Manipulation Check for Level of Commitment 34
Table 4.4.1 Effects of Brand Fit on Attitude toward Brand Alliance, Purchase Intention……36
Table 4.4.2 Effects of Product Knowledge on Attitude toward Brand Alliance, Purchase Intention 37
Table 4.5.1 MANCOVA Analysis for Different Level of Brand Awareness on Attitude toward Brand Alliance and Purchase Intention…………………………………...39
Table 4.5.2 Estimated Marginal Means for Brand Awareness of foreign NB Brand Manu. 40
Table 4.5.3 Estimated Marginal Means for Brand Awareness of domestic OEM/ODM NB Manu. 40
Table 4.5.4 MANCOVA Analysis for Different Level of Brand Awareness and Exclusivity of Agreement on Attitude toward Brand Alliance 42
Table 4.5.5 MANCOVA Analysis for Different Level of Brand Awareness and Exclusivity of Agreement on Purchase Intention 43
Table 4.5.6 Estimated Marginal Means for Exclusivity of Agreement and Brand Awareness of foreign NB Brand Manu. 44
Table 4.5.7 Estimated Marginal Means for Exclusivity of Agreement and Brand Awareness of domestic OEM/ODM NB Manu. 45
Table 4.5.8 MANCOVA Analysis for Different Level of Brand Awareness and Level of Commitment on Attitude toward Brand Alliance 48
Table 4.5.9 MANCOVA Analysis for Different Level of Brand Awareness and Level of Commitment on Purchase Intention 49
Table 4.5.10 Estimated Marginal Means for Level of Commitment and Brand Awareness of foreign NB Brand Manu. 50
Table 4.5.11Estimated Marginal Means for Level of Commitment and Brand Awareness of domestic OEM/ODM NB Manu. 51
Table 5.1 Results of Verified Hypotheses…………………………………………………….56

Table of Contents
Page
誌謝 i
Abstract ii
List of Figures v
List of Tables vi
Table of Contents viii
Chapter I Introduction
1.1 Research Background and Motivation 1
1.2 Problem Statements 2
1.3 Research Objectives 4
1.4 Contents of Research 6
Chapter II Literature Review
2.1 Brand Awareness 7
2.2 Strategic Marketing Alliance 9
2.2.1 Definition of Strategic Marketing Alliance 9
2.2.2 Agreement of Strategic Marketing Alliance 10
2.3 Brand Alliance 11
2.3.1 Definition of Brand Alliance 11
2.3.2 Type of Brand Alliance 12
2.3.3 Research of Brand Alliance 14
2.4 Notebook Computer Industry in Taiwan 15
2.4.1 Recent Movement of Notebook Industry in Taiwan 15
2.4.2 Overview of Notebook Industry in Taiwan 16

Chapter III Research Methodology
3.1 Conceptual Framework 18
3.2 Derivation of Hypotheses 19
3.2.1 Brand awareness of foreign NB brand manufacturers and domestic OEM/ODM NB Manufacturers 19
3.2.2 Moderating effect of exclusivity 20
3.2.3 Moderating effect of level of commitment 21
3.3 Research Design 22
3.3.1 Experimental Design 22
3.3.2 Pre-test 23
3.4 Variables Definition and Measurement 25
3.5 Sample and Data Collection 30
3.6 Analysis Methods 31
Chapter IV Empirical Results
4.1 Analysis of Samples 32
4.2 Reliability Analysis 33
4.3 Manipulation Check 34
4.4 Test of Covariate Variables 35
4.5 Hypotheses Testing 38
Chapter V Conclusions
5.1 Conclusions 54
5.2 Management Implications 56
5.3 Research Limitation and Suggestion for Future Research 57
References 59
Appendix I Pre-test Questionnaires 64
Appendix II Formal Questionnaires 66
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