近年來，隨著全球化的影響、國際市場的開放，造成全球市場各產業的品牌競爭 程度快速增長。當品牌在市場上的佔有率停滯不前，或是欲尋求進入新的市場以助品 牌成長時，常常會利用與其他產業的品牌合作，共同進行行銷的策略，在新的領域與 客群中增長品牌曝光度、知名度。因此許多企業會開始形成品牌聯盟(brand alliance) 等的合作關係，或是建立交易契約，以降低失敗的風險，以及進入新市場所需投入的 成本，另一方面，聯合品牌(co-branding)的概念與品牌聯盟(brand alliance)相似，但是 一個在學術領域上較新的名詞。根據過去學者的研究，我們發現贊助活動也屬於聯合 品牌的一種。而過去的文獻中，我們發現了關於聯合品牌的研究多著重於聯合品牌活 動對合作雙方造成的影響，如:品牌資產(brand equity)，較少探討聯合品牌其中以贊 助進行合作的形式，以及企業與企業之間長期合作的關係。本研究的目的是透過交易 成本理論的視角，試圖了解為企業在進行聯合品牌贊助合約時，雙方所投入的專屬性 資產會如何影響雙方聯合品牌合約所創造的效益，以及長期之下是否會延續合作的關 係。我們使用了探索性個案研究(exploratory case study)來分析此研究問題，並且從交 易成本理論(Williamson, 1975)的觀點來剖析聯合品牌贊助的議題，亦融合機會主義以 及關係性資產的理論基礎來解釋在贊助契約中雙方的交易關係，以及兩者如何影響到 聯合品牌贊助契約的表現和雙方是否持續長期合作的關係。我們進行訪談的研究對象 為來自統一 7-ELEVEn 獅隊以及樂天桃猿隊各自負責進行聯合品牌贊助合約的業務 人員，透過深入訪談以及研究整理資料過後，我們對於此研究的框架有了更深入的了解。

The purpose of this study is from the perspective of transaction cost theory, to understand how the specific assets invested by both parties in transaction will affect the benefits created by the co-branding sponsorship contract and whether the cooperative relationship will continue in the long run. We use the exploratory case study to analyze this research question, and analyze co-branding sponsorship from the perspective of transaction cost theory, and also combine opportunism and relational assets to explain the transaction relationship between the two firms in the sponsorship contract. We interview with 2 specialists from UNILIONS baseball team and Rakuten Monkeys baseball team respectively. Both of them are responsible for the sponsorship deals, through in-depth interviews and research after sorting data, we have a deeper understanding of the framework of this study, we found that the positive effect resulted in relational asset formed by the sponsorship contract under the long-term collaboration is greater than the negative effect from opportunism in the transaction.

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