臺灣博碩士論文加值系統

近年來，企業在面對快速變遷的市場上，共品牌為企業經常採取的策略。而契合度為品牌延伸產品的成功因素，進而影響企業的品牌價值。過去眾多學者主要探討於契合度與品牌價值的關係，較少研究著重於探討品牌價值所產生的品牌溢價的部分。因此，本研究主要在探討在共品牌契合度、品牌價值及品牌溢價關係影響之研究，並以品牌價值為中介角色。
本研究以操弄「品牌知名度」進行問卷設計，延伸產品為平板電腦，透過實際個案分為高知名度領導品牌與高知名度夥伴品牌，並以情境方式讓受測者填答問卷且募集到302份有效問卷，最後，以Spss軟體統計分析並得到本研究之結果。
本研究實證結果發現：(1)共品牌契合度對品牌溢價有顯著關係。(2)共品牌契合度對品牌價值有顯著關係。(3)品牌價值與品牌溢價有顯著關係，但在品牌價值層面的品牌知名度對品牌溢價並無顯著關係。(4)品牌價值對共品牌契合度與品牌溢價之間為部分中介效果。
本研究主要管理意涵：(1) 建立品牌對任何事業而言都很重要，但如何將企業品牌價值提升對於各企業具有挑戰性，因此針對品牌價值須徹底地策略性質的分析，就顯得十分重要。(2)新產品出現時，消費者往往會聯想於過去企業品牌形象或產品品質是否優良而評估。(3)當消費者對於產品有正面態度時，表現出高度購買意願，且願意向他人推薦以及購買該項產品。

In recently years, Enterprise had to face more rapid changing market. More enterprise usually adopted co-brand strategy. “fit” is success factor about new extension products promotion and influent on enterprise’s brand value. In the past research, most of scholar research on between fit and brand value relationship. Little research has focused on exploring the brand premium. For the reason that we want to investigate on the relationship among Co-brand fit, brand value and brand premium - the mediating effects of brand value.
In this study, we manipulate“brand awareness” on questionnaire and our product adopt“tablet personal computer”. Co-brand divide into high awareness leading brand and high awareness partner brand by actual case, let respondents fill in questionnaire and 302 returned copies were valid. Finally, we use SPSS software to analysis and get findings
The results show that first, Co-brand fit is related positively to brand premium. Second, Co-brand fit is related positively to brand value. Third, Brand value is related positively to brand premium. But Brand value’s brand awareness isn’t related positively to brand premium. Finally, Co-brand fit on brand premium was direct through the mediating brand value.
The management implications of the research are: First, It’s important to estabished brand for every company and how to make corporate to increase own brand value. It’s a big challenge for every company. Therefore, enterprise need to thoroughly strategy analysis. Second, when new products launch, consumer will associated with corporate’s brand image and quality of products to assortment it. Finally, Consumer’s positive attitude toward on product, it will show a high degree of willingness to buy and willing to recommend to others and buy the product.

目 錄

中文摘要 i
ABSTRACT ii
致謝 iii
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 共品牌 5
第二節 品牌延伸 8
第三節 共品牌契合度 12
第四節 品牌價值 16
第五節 品牌溢價 23
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設與推論 26
第三節 研究設計 29
第四節 變數定義與衡量 30
第五節 統計方法 33
第四章 研究結果 34
第一節 敘述性統計分析 34
第二節 信度與效度分析 38
第三節 迴歸分析 42
第四節 假設驗證結果 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 52
第三節 研究限制與未來研究建議 54
參考文獻 55
附錄 A 問卷 62

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