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研究生:耿蓓
研究生(外文):Pei Keng
論文名稱:不同類型品牌聯盟間之消費者品牌評價對於聯合品牌態度及購買意願之影響-以NIKE作為主品牌為例
論文名稱(外文):The Influence of Consumer’s Brand Evaluation on Attitude and Purchase Intention between Types of Co-branding-An Example of Using NIKE as Primary Brand
指導教授:吳萬益吳萬益引用關係
指導教授(外文):Wann-Yih Wu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2008
畢業學年度:96
語文別:英文
論文頁數:143
中文關鍵詞:合作型品牌聯盟針對聯合品牌的態度成分型品牌聯盟品牌比重購買意願品牌配適度
外文關鍵詞:Ingredient co-brandingBrand fitAttitude toward co-brand imagePurchase intentionBrand placementCooperative co-branding
相關次數:
  • 被引用被引用:3
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  • 評分評分:
  • 下載下載:104
  • 收藏至我的研究室書目清單書目收藏:0
在產業競爭日漸激烈的商業環境裡,品牌聯盟逐漸成為增加企業在產業之中競爭優勢的行銷活動之一,因此本研究主要即針對「品牌聯盟」此議題進行相關的研究分析。本研究利用NIKE(耐吉)作為主要品牌,進行品牌聯盟及相關促銷宣傳活動的模擬樣本,分別針對合作型及成分型兩種品牌聯盟類型、品牌配適度、消費者對於聯合品牌的態度及購買行為進行各變數之間交互作用的關聯性探討。並且以促銷活動中的品牌比重作為中介變數,探討不同程度的品牌比重對於消費者在品牌配適度變數的認知上是否會有所影響。而本研究結果顯示出在品牌聯盟類型與品牌配適度之間,及品牌配適度與消費者對於聯合品牌的態度之間有顯著性的因果性相關。且在促銷活動中的品牌比重對於消費者在品牌配適度變數的認知的中介效果上也有顯著的影響。而此次研究結果可使行銷人員或是品牌經營者在針對品牌聯盟的相關議題及效益評估上,有一較為全方面的整合評估模式提供參考及應用。
Co-branding marketing has been increasingly used as the competition in the industry, since this type of brand alliance would bring more competitive advantages to both of the company employing this activity. In this study, we focus on two types of co-branding, cooperative co-branding and ingredient co-branding, and discussed the relationships and interactions between types of co-branding, perception toward brand fit variables, consumer’s attitude toward co-brand image and purchase intention by using adapted examples of NIKE as primary brand. Also, we explored the mediating effect of a contingency factor, brand placement in promotion activity, on the level of perception toward brand fit variables. And the result of our research elaborated the significance of the causal interactions between types of co-branding and perception toward brand fit variables, between brand fit variables and consumer’s attitude toward co-brand image. There is also a significant mediating effect of brand placement on the variables of brand fit. And the result of our research constructed a clearer and more integrated framework of evaluating the effectiveness of co-branding.
TABLE OF CONTENT IV
LIST OF TABLES VIII
LIST OF FIGURES VIIIX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Procedure 5
1.4 Research Structure 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Introduction of Co-branding Marketing 8
2.2 Definition of Relevant Research Variables 11
2.2.1 Types of Co-branding 11
2.2.2 Perception toward Fit between Parent Brands 13
2.2.3 Attitude toward Co-brand Image 17
2.2.4 Purchase Intention 18
2.2.5 Brand Placement in Promotion 19
2.3 Interrelationship among Research Constructs 19
2.3.1 The Influences of Types of Co-branding on the Perception toward Fit between Parent Brands 19
2.3.2 The Influences of Perception toward Brand Fit on Attitude toward Co-brand Image 21
2.3.3 The Influences of Types of Co-branding on Attitude toward Co-brand Image 24
2.3.4 The Influences of Attitude toward Co-brand Image on the Purchase Intention 26
2.3.5 The Effects of Brands Placement in Promotion as Antecedent on Perception toward Brand Fit 27
CHAPTER THREE RESEARCH HYPOTHESIS AND METHODOLOGY 29
3.1 The Conceptual Model 29
3.2 Research Hypothesis 30
3.3 Research Design 32
3.3.1 Experimental Design 32
3.3.2 Manipulation Check 32
3.3.3 Pre-Test 34
3.4 Variables Definition and Measurement 35
3.4.1 Operational Definition of Research Variable 35
3.4.1.1 Types of co-branding 36
3.4.1.2 Perception toward Fit between parent brands 36
3.4.1.3 Attitude toward co-brand image 39
3.4.1.4 Purchase intention 40
3.4.1.5 Parent brand placement in promotion activity 40
3.4.2 Questionnaire Design and Sampling Plan 41
3.4.3 Procedures 42
3.5 Methodology of Data Analysis 43
3.5.1 Descriptive Statistic Analysis 43
3.5.2 Purification and Reliability of the Measurement Variables 43
3.5.2.1 Factor Analysis 43
3.5.2.2 Internal Consistency Analysis (Cronbach’s alpha) 44
3.5.2.3 Item-to-total Correlation 44
3.5.3 Interrelationships between Research Variables 44
3.5.3.1 ANOVA Analysis 44
3.5.3.2 Multiple Regression Analysis 45
3.5.3.3 Structural Equation Model (SEM) 45
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 47
4.1 Descriptive Analysis 47
4.2 Data Purification and Reliability Test 49
4.3 Hypothesis Test 51
4.3.1 The Influence of Types of Co-branding on Perception toward Fit between Parent Brands 52
4.3.2 The Influence of Perception toward Fit between Parent Brands on Consumer’s Attitude toward Co-brand Image 59
4.3.3 The Influence of Types of Co-branding on Consumer’s Attitude toward Co-brand Image 61
4.3.4 The Influence of Consumer’s Attitude toward Co-brand Image on Purchase Intention 63
4.3.5 The Influence of Brand Placement in Promotion on Perception toward Fit between Parent Brands 65
4.4 Structural Equation Model (SEM) 70
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 75
5.1 Research Conclusions 75
5.2 Managerial Implications 78
5.3 Research Limitations and Suggestions for Further Research 81
APPENDIX 94
Appendix A: Co-branding Promotion in the Formal Test 94
Appendix B: The Questionnaire in Pretest 96
Appendix C: The Questionnaire in Formal Test 124
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