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研究生:吳欣穎
研究生(外文):WU,HSIN-YING
論文名稱:品牌強度組合對聯盟品牌權益及成員品牌權益之影響
論文名稱(外文):The Impacts of Brand Strength Combinations in Alliance upon Equity of Allied Brand and Member Brands
指導教授:黃文宏黃文宏引用關係
指導教授(外文):HUANG,WEN-HUNG
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:100
畢業學年度:99
語文別:中文
論文頁數:92
中文關鍵詞:品牌聯盟品牌強度成員品牌權益聯盟購買意願
外文關鍵詞:Brand AllianceBrand StrengthEquity of Allied BrandAllied Purchase Intention
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經濟部長施顏祥(2010)認為:發展品牌、加強研發是國內產業轉型的方向,未來十年是國內品牌發展的關鍵十年。宏碁從代工轉型自創品牌,爾後又以策略聯盟,擴大產能、增加優勢、提高市占率,它持續進步、重新定位,在2009年和2010年連續二年蟬連台灣品牌價值第一,宏碁的成功是邁向轉型自有品牌的借鏡。在品牌聯盟中,除了宏碁進行策略聯盟,IBM和HP皆已證實策略聯盟、合夥關係和其他各種形式的整合,是一種生存的方法,也是在瞬息萬變的商業環境中長久生存的方法。這些方法更可以快速幫助品牌達到全球化的目的(保羅.泰柏勒,2006),因為藉著聯盟,可以提高某些優勢,例如知名度、品牌聯想,甚至是轉移原本忠實顧客的目光,讓顧客也可以注意到新聯盟產品。然而並非所有企業皆能以品牌聯盟當作行進的策略,必須要詳加計畫,考量周全,不然可能非但不成功,反而賠上資本。由於Feldwick(1997)和戴國良(2000)學者皆視品牌強度為品牌權益的重要因素,所以本研究將以品牌強度為自變數,探討品牌強度差異在進行品牌聯盟時產生的影響,做為欲進行品牌聯盟之企業參考。
本研究以量化方式進行研究,探討目的主要分為以下兩點:第一點,品牌強度差異存在時,不同強度組合的聯盟對成員品牌權益有無影響;第二點,品牌強度差異存在時,不同強度的組合對聯盟品牌權益有無影響。實驗以T檢定、變異數分析(ANOVA)與事後多重分析比較數值。首先利用T檢定比較兩兩聯盟對品牌成員的影響是否不同、再依變異數分析(ANOVA)確認各個因子的影響是否有顯著性差異,在因子顯著時,進行事後多重比較(Post Hoc Tests),來瞭解各個變數對消費者知覺品質和購買意願之影響。
本研究結果發現在成員品牌權益中,也就是包括成員品牌忠誠度、成員品牌知名度和成員品牌聯想,惟有不同強度之組合對成員品牌聯想有影響。成員品牌聯想以雙中聯盟大於強中聯盟。在聯盟品牌權益中,聯盟品牌權益分為聯盟知覺品質和聯盟購買意願。惟有聯盟知覺品質對不同強度之組合有影響。進一步發現,消費者對於雙強聯盟在高品質感受上,優於強中聯盟。
Shih Yen (2010) who is the chief of ministry of Economic affairs in Taiwan, he thinks to build up own brand and strengthening the research is the main direction for Taiwanese industries. ACER from the OEM transfer to have own brand and then do strategic alliance to increase products and market. ACER has to be first one Taiwanese brand in 2009 and 2010. In brand collaboration is not only ACER but also IBM and HP. They have done the strategic alliance which to integrate the partnerships and others form to face the changeable business environment together. This can assist firms to have internationalization of the brand (Paul, 2006) soon. Business firms can have more advantages such as brand awareness and brand association from strategic alliance. It also let firms get more customers’ attention in order to have more loyalty. Yet, collaborate partners must to takes careful planning from brand alliance. Nevertheless, this research focuses on to investigate the affects of brand strength combinations from brand alliance. Feldwick(1997) and Dai Guo Liang regard brand strength as the important factor of brand equity. Thus, brand strength will be the independent variable. The result of this study expects to be a reference for business firms who want to do brand alliance.
This study use quantitative method to do survey. They are two purposes for this study: firstly, to discuss the impacts of different brand strength combination in alliance upon the equity of member brands. Secondly, to examine the impacts of brand strength combinations upon equity of allied brands. The research uses T test、ANOVA and Post Hoc Tests to compare the value. The study uses T-test to compare if the impact of brand alliance has different influence on brand equity and then use ANOVA to confirm the significant factors. Furthermore, it uses Post Hoc Tests to investigate the impact that each significant factor has on consumer perceived quality and purchase intention of member brands.
The result of this study find that among brand equity which includes brand loyalty, member brand awareness and member brand association, only different brand strength combination will influence member brand association. The both medium alliances are better than that of strong and medium alliances. Furthermore, from allied quality perception and allied purchasing intension to understand allied brand equity. The consequences indicate that different brand strength combination only influence allied quality perception. The research finds that allied perceive the quality of both strong alliances better than that of strong and medium alliance.
摘要 I
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 品牌聯盟 4
2.2 品牌權益 10
2.3 品牌強度 22
第三章 研究架構與方法 24
3.1 研究架構 24
3.2 研究假設 25
3.3 研究設計 27
第四章 資料分析方法與研究結果 37
4.1 信度分析 37
4.2 正式問卷樣本資料分析 40
4.3 研究假說檢定 45
4.4 研究結果 50
第五章 結論與建議 52
5.1 研究結論 52
5.2 研究建議 53
5.3 研究限制 54
附錄一:問卷量表一 (預試問卷) 59
附錄二:問卷量表二(正式問卷) 60
一、中文部份
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二、英文部份
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