臺灣博碩士論文加值系統

有別於傳統聯合品牌研究都只探討聯盟品牌之主品牌，本研究加入聯盟品牌之副品牌，並以電腦業界之聯合品牌實例 (lenovo-IBM)作為研究對象，利用2*2的實驗設計方法，藉由操控聯盟品牌之主品牌和副品牌，形成三種聯合品牌型態(lenovo-IBM、lenovo-ThinkPad 、lenovo -IBM ThinkPad)來和未進行聯合品牌之單一大陸品牌(lenovo)做比較，進而探討聯合品牌對於擁有負面品牌來源國刻板印象的大陸品牌之影響，並同時檢測不同聯合品牌策略對台灣消費者在大陸品牌產品評價上之影響是否有顯著差異，本研究有效樣本包含231個台灣研究生，利用SPSS統計軟體進行統計分析，研究結果發現:

(1)只使用聯盟品牌的主品牌於主要品牌上之聯合品牌策略(lenovo-IBM)，能顯著地降低台灣消費者的知覺犧牲，增加其知覺品質，但對消費者之知覺象徵性形象則沒有顯著影響。

(2)同時使用聯盟品牌的主品牌和副品牌(lenovo-IBM ThinkPad)和只使用聯盟品牌的副品牌於主要品牌上(lenovo-ThinkPad)，這兩個聯合品牌策略對台灣消費者之知覺犧牲、知覺品質和知覺象徵性形象均沒有顯著影響，顯示聯合品牌策略在這兩個情境下並無法有效增加台灣消費者對大陸品牌之產品評價。

This study, different from the traditional co-branding studies which just discuss the primary brand of the alliance brand, used a real co-branding case (lenovo-IBM) as our research stimulus, and adopted a experiment which consisted of a 2*2 between- subjects factorial design, to form three kinds of co-branding (lenovo-IBM, lenovo-ThinkPad and lenovo-IBM ThinkPad) to compare with the solo-branded Chinese brand (lenovo) by manipulating the primary brand and the sub-band of the alliance brand. It aims to examine first, the impacts of co-branding on the Chinese brand with a negative brand of origin stereotype and second, the different impacts on Taiwanese consumers’ product evaluation toward the Chinese brand among different co-branding strategies. The sample consisted of 231 Taiwanese graduate students, and the statistics analyses were done by SPSS statistic software. Finally, the results demonstrated that

(1) The co-branding strategy which just uses the primary brand of the alliance brand on focal brand’s product (lenovo-IBM) could significantly reduce Taiwanese consumers’ perceived sacrifice and increase their perceived quality toward the Chinese brand, however, it couldn’t significantly increase consumers’ perceived symbolic image.

(2) Both the co-branding strategies which uses both the primary brand and the sub-brand of the alliance brand (lenovo-IBM ThinkPad) or just uses the sub-brand of the alliance brand (lenovo-ThinkPad) on focal brand’s product failed to improve Taiwanese consumers’ perception toward the Chinese brand, that means, in this two scenarios, co-branding did not work for the Chinese brand.


Keywords: Brand of Origin, Brand Alliance, Co-branding, Product Evaluation, Perceived Value, Purchase Intention

誌謝 i
摘要 ii
Abstract iii
List of Contents iv
List of Figures vi
List of Tables vii
Chapter1 Introduction 1
1.1 Research Motivation 1
1.2 Research Purpose 2
Chapter 2 Literature Review and Hypotheses 3
2.1 Cue Theory 4
2.2 Country of Origin (COO) and Product Evaluation 4
2.3 Introduction of Brand Alliance 10
2.4 Theory in Brand Alliance Area 11
2.5 Co-branding and Product Evaluation 14
2.6 Product Evaluation and Perceived Value 16
2.7 Perceived Value and Purchase Intention 20
Chapter 3 Research Method 22
3.1 Research Model 22
3.2 Operational Definition of Variables 23
3.3 Research Design and Manipulation 24
3.4 Questionnaire Design 27
3.5 Measurement 29
3.6 Control Variables 30
3.7 Selection of Stimuli and Data Collection 31
3.8 Reliability Analysis 31
3.9 Validity Analysis 32
Chapter 4 Data Analysis and Empirical Results 34
4.1 Descriptive Statistics 34
4.2 Hypotheses Test 38
4.3 The Basic Assumptions of MANOVA 38
4.4 MANOVA Test 40
4.5 Regression Analysis 46
4.6 Empirical results 50
Chapter 5 Conclusion and Suggestion 52
5.1 Conclusion 52
5.2 Managerial Implication 53
5.3 Future Suggestion and Research Limitation 54
Reference 56
Appendix 1 Scenario: lenovo 63
Appendix 2 Scenario: lenovo – IBM 69
Appendix 3 Scenario: lenovo ThinkPad 75
Appendix 4 Scenario: lenovo - IBM ThinkPad 81

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