臺灣博碩士論文加值系統

品牌聯盟的目的為將品牌的權益與價值做連結，當品牌進行合作時，品牌識別元素做連結或合作的方式並沒有一定的準則。本研究考慮品牌聯盟時，來源品牌名稱資訊呈現的完整度以及字型改變對於品牌聯盟效果的影響。
本研究探討品牌名稱合作型式與品牌名稱字型這兩項自變數。將品牌名稱合作型式分成兩類，一類為將兩個品牌名稱做並置但不改變各自原品牌名稱的複合品牌名稱，與萃取兩品牌的關鍵字或重要字混合而成的混合品牌名稱。品牌名稱字型則分為保留各自原本品牌名稱字型與統一品牌名稱字型。加上品牌權益有差異組合與品牌權益無差異組合作為干擾變數，採用實驗研究法，以2*2*2 之實驗設計及ANOVA 變異數分析進行假設之驗證。考慮產品涉入高與品牌名稱識別度大等因素，選用汽車品牌做為研究產業，總共收集120份有效樣本，受測者為沒有實際駕駛經驗或是駕駛過的汽車品牌種類少於兩種的大專生和研究生。
研究結果顯示使用複合品牌名稱的品牌聯盟效果的影響優於使用混合品牌名稱，但品牌名稱字型的改變對於聯盟品牌效果的影響不顯著。並且從交互關係發現品牌名稱的識別要素對品牌聯盟效果的影響彼此相關，若是有一個識別要素的改變過大，影響了消費者對於新聯盟品牌所知覺的分類，則其他線索的提供對於消費者回憶與聯想來源品牌能力的輔助將減少。所以品牌名稱的視覺識別要素影響不是獨立的，某項視覺識別要素的改變會影響其他識別組成要素的影響能力。

The purpose of brand alliance is to combine the equities and values from brands. It doesn’t have rules to connect them. This study discusses that what influences the brand name cooperation style and the brand name font have on brand alliance.
The independence variables in this study are the brand name cooperation style and the brand name font. There are two levels of the brand name cooperation style, composite brand name and hybrid brand name. Composite brand name is to put brand name together without any alteration. Hybrid brand name is to extract the key words of brand names and combine into one brand name. we divide brand name fonts into keeping original fonts and unifying fonts. Add to the variable of combinations which are the same level brand equity and different level brand equity as interaction variables, this research uses 2*2*2 three factor experiment design and is analyzed by two-way ANOVA. We choose car-brands as study industry. Participants are students with college degree or master degree who don’t have experience of driving or have less experience driving.
The result shows that combinations of brand equity would be interacted variable to the effect of the brand name cooperation style and the brand name font on brand alliance. If consumers recognize the similarity of parent brands from the changed brand identity, it could help transfer brand equity from parent brands to alliance brands. Moreover, there is interact effect between the brand name cooperation style and the brand name font. One of the identities that changes too much will weaken the influence of another identity to brand alliance.

目 錄

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的及內容 4
1.3 研究流程 6
第二章 文獻回顧 7
2.1 品牌聯盟 7
2.2 品牌識別 12
2.3 品牌權益 17
2.4 認知與聯想模型 21
第三章 實驗設計 24
3.1 研究架構與假設 24
3.1.1 品牌名稱合作型式與品牌聯盟效果的關係 26
3.1.2 品牌名稱字型與品牌聯盟效果的關係 27
3.1.3 品牌名稱合作型式以及品牌名稱字型的關係 28
3.1.4 控制因子 30
3.2 研究變數與操作性定義 33
3.2.1 品牌聯盟效果 33
3.2.2 知覺品質 33
3.2.3 品牌聯想 34
3.2.4 品牌名稱合作型式 35
3.2.5 品牌名稱合作字型 35
3.2.6 品牌權益組合 36
3.2.7 學習型態 36
3.3 研究設計 38
3.3.1 選擇來源品牌之前測 38
3.3.2 聯盟品牌合作設計 41
3.3.3 正式問卷與抽樣設計 42
第四章 研究結果 46
4.1 問卷回收與資料處理 46
4.1.1 問卷回收 46
4.1.2 資料處理 46
4.2 樣本描述統計與變異數分析基本假設檢定 48
4.2.1 描述統計 48
4.2.2 抽樣設計 49
4.2.3 各母體呈常態分配 50
4.3 研究結果分析 52
4.3.1 品牌權益組合對於聯盟品牌的整體效果、知覺品質與品牌聯想之影響 52
4.3.2 品牌名稱合作型式對於聯盟品牌的整體效果、知覺品質與品牌聯想之影響 56
4.3.3 品牌名稱字型對於聯盟品牌的整體效果、知覺品質與品牌聯想之影響 58
4.3.4 品牌權益組合與品牌名稱合作型式對於聯盟品牌的整體效果、知覺品質與品牌聯想的交互關係 58
4.3.5 品牌名稱合作型式與品牌名稱字型對於聯盟品牌的整體效果、知覺品質與品牌聯想的交互關係 62
4.4 研究結果彙整 68
第五章 結論與建議 79
5.1 研究結論與發現 79
5.2 理論貢獻與管理意涵 83
5.3 研究限制與後續研究建議 85
5.3.1 研究限制 85
5.3.2 後續研究建議 86
參考文獻 88
中文部分 88
英文部分 89
附錄 99
附錄一 前測問卷 99
附錄二 正式問卷 105



表 目 錄
表2.1 品牌符號五種感官體驗 14
表3.1 候選品牌平均值與標準差 39
表3.2平均數成對樣本T檢定表 40
表3.3 品牌名稱組合形式種類 42
表3.4 問卷種類彙整 44
表4.1 正式問卷回收率 46
表4.2 樣本性別分佈表 48
表4.3 學習型態、涉入程度、知覺品質與品牌聯想平均值與標準 差 48
表4.4 不同性別樣本的知覺品質與品牌聯想的平均值與標準差 49
表4.5 學習型態、產品涉入、知覺品質與品牌聯想相關性檢定 49
表4.6 常態檢定 51
表4.7 品牌權益組合、品牌名稱合作型式與品牌名稱字型對於整體效果之ANOVA表 53
表4.8 品牌權益組合之聯盟品牌的整體效果Dunnett事後比較 53
表4.9 品牌權益組合、品牌名稱合作型式與品牌名稱字型對於知覺品質影響之ANOVA表 54
表4.10品牌權益組合之聯盟品牌的知覺品質Dunnett事後比較 54
表4.11品牌權益組合、品牌名稱合作型式與品牌名稱字型對於品牌聯想影響ANOVA表 55
表4.12 品牌權益組合之聯盟品牌的品牌聯想Dunnett事後比較 55
表4.13品牌名稱合作型式之聯盟品牌的整體效果Dunnett事後比 較 56
表4.14品牌名稱合作型式之聯盟品牌的知覺品質Dunnett事後比 較 57
表4.15品牌名稱合作型式之聯盟品牌的品牌聯想Dunnett事後比 較 57
表4.16 品牌權益組合與合作型式之聯盟品牌的整體效果交互關係Dunnett事後比較 58
表4.17 品牌權益組合與合作型式之聯盟品牌的知覺品質交互關係Dunnett事後比較 60
表4.18 品牌名稱合作型式與品牌名稱字型之聯盟品牌的整體效果交互關係Dunnett事後比較 62
表4.19 品牌名稱合作型式與品牌名稱字型之聯盟品牌的知覺品質交互關係Dunnett事後比較 64
表4.20 品牌名稱合作型式與品牌名稱字型之聯盟品牌的品牌聯想交互關係Dunnett事後比較 65
表4.21 假設驗證結果彙整表 77










圖 目 錄
圖1.1 研究流程圖 6
圖2.1 品牌權益來源圖 20
圖3.1研究架構圖 25
圖4.1 品牌名稱合作型式對於聯盟品牌之整體效果的主要效果 68
圖4.2 品牌名稱合作型式對聯盟品牌之知覺品質的主要效果 69
圖4.3品牌名稱合作型式對聯盟品牌之品牌聯想的主要效果 69
圖4.4品牌名稱合作型式與品牌名稱字型對聯盟品牌的整體效果交互關係圖 71
圖4.5 品牌名稱合作型式與品牌名稱字型對於聯盟品牌的知覺品質交互關係圖 72
圖4.6 品牌名稱合作型式與品牌名稱字型對於聯盟品牌的品牌聯想交互關係圖 74
圖4.7 品牌名稱合作型式與品牌權益組合對於聯盟品牌的知覺品質交互關係圖 75
圖4.8 品牌名稱合作型式與品牌權益組合對於聯盟品牌的整體效果交互關係圖 76

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