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研究生：	耿蓓 Keng, Pei
論文名稱：	不同類型品牌聯盟間之消費者品牌評價對於聯合品牌態度及購買意願之影響－以NIKE 作為主品牌為例 The Influence of Consumer’s Brand Evaluation on Attitude and Purchase Intention between Types of Co-branding－An Example of Using NIKE as Primary Brand
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	143
中文關鍵詞：	合作型品牌聯盟、針對聯合品牌的態度、成分型品牌聯盟、品牌比重、購買意願、品牌配適度
外文關鍵詞：	Ingredient co-branding, Brand fit, Attitude toward co-brand image, Purchase intention, Brand placement, Cooperative co-branding
相關次數：	點閱：111 下載：4
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在產業競爭日漸激烈的商業環境裡，品牌聯盟逐漸成為增加企業在產業之中競爭優勢的行銷活動之一，因此本研究主要即針對「品牌聯盟」此議題進行相關的研究分析。本研究利用NIKE（耐吉）作為主要品牌，進行品牌聯盟及相關促銷宣傳活動的模擬樣本，分別針對合作型及成分型兩種品牌聯盟類型、品牌配適度、消費者對於聯合品牌的態度及購買行為進行各變數之間交互作用的關聯性探討。並且以促銷活動中的品牌比重作為中介變數，探討不同程度的品牌比重對於消費者在品牌配適度變數的認知上是否會有所影響。而本研究結果顯示出在品牌聯盟類型與品牌配適度之間，及品牌配適度與消費者對於聯合品牌的態度之間有顯著性的因果性相關。且在促銷活動中的品牌比重對於消費者在品牌配適度變數的認知的中介效果上也有顯著的影響。而此次研究結果可使行銷人員或是品牌經營者在針對品牌聯盟的相關議題及效益評估上，有一較為全方面的整合評估模式提供參考及應用。

Co-branding marketing has been increasingly used as the competition in the industry, since this type of brand alliance would bring more competitive advantages to both of the company employing this activity. In this study, we focus on two types of co-branding, cooperative co-branding and ingredient co-branding, and discussed the relationships and interactions between types of co-branding, perception toward brand fit variables, consumer’s attitude toward co-brand image and purchase intention by using adapted examples of NIKE as primary brand. Also, we explored the mediating effect of a contingency factor, brand placement in promotion activity, on the level of perception toward brand fit variables. And the result of our research elaborated the significance of the causal interactions between types of co-branding and perception toward brand fit variables, between brand fit variables and consumer’s attitude toward co-brand image. There is also a significant mediating effect of brand placement on the variables of brand fit. And the result of our research constructed a clearer and more integrated framework of evaluating the effectiveness of co-branding.

TABLE OF CONTENT	IV
LIST OF TABLES	VIII
LIST OF FIGURES	VIIIX
CHAPTER ONE  INTRODUCTION	1
1 Research Background and Motivation	1
2 Research Objectives	4
3 Research Procedure	5
4 Research Structure	6
CHAPTER TWO  LITERATURE REVIEW	8
1 Introduction of Co-branding Marketing	8
2 Definition of Relevant Research Variables	11
2.1 Types of Co-branding	11
2.2 Perception toward Fit between Parent Brands	13
2.3 Attitude toward Co-brand Image	17
2.4 Purchase Intention	18
2.5 Brand Placement in Promotion	19
3 Interrelationship among Research Constructs	19
3.1 The Influences of Types of Co-branding on the Perception toward Fit between Parent Brands	19
3.2 The Influences of Perception toward Brand Fit on Attitude toward Co-brand Image	21
3.3 The Influences of Types of Co-branding on Attitude toward Co-brand Image	24
3.4 The Influences of Attitude toward Co-brand Image on the Purchase Intention	26
3.5 The Effects of Brands Placement in Promotion as Antecedent on Perception toward Brand Fit	27
CHAPTER THREE  RESEARCH HYPOTHESIS AND METHODOLOGY	29
1 The Conceptual Model	29
2 Research Hypothesis	30
3 Research Design	32
3.1 Experimental Design	32
3.2 Manipulation Check	32
3.3 Pre-Test	34
4 Variables Definition and Measurement	35
4.1 Operational Definition of Research Variable	35
4.1.1 Types of co-branding	36
4.1.2 Perception toward Fit between parent brands	36
4.1.3 Attitude toward co-brand image	39
4.1.4 Purchase intention	40
4.1.5 Parent brand placement in promotion activity	40
4.2 Questionnaire Design and Sampling Plan	41
4.3 Procedures	42
5 Methodology of Data Analysis	43
5.1 Descriptive Statistic Analysis	43
5.2 Purification and Reliability of the Measurement Variables	43
5.2.1 Factor Analysis	43
5.2.2 Internal Consistency Analysis (Cronbach’s alpha)	44
5.2.3 Item-to-total Correlation	44
5.3 Interrelationships between Research Variables	44
5.3.1 ANOVA Analysis	44
5.3.2 Multiple Regression Analysis	45
5.3.3 Structural Equation Model (SEM)	45
CHAPTER FOUR  RESEARCH ANALYSIS AND RESULTS	47
1 Descriptive Analysis	47
2 Data Purification and Reliability Test	49
3 Hypothesis Test	51
3.1 The Influence of Types of Co-branding on Perception toward Fit between Parent Brands	52
3.2 The Influence of Perception toward Fit between Parent Brands on Consumer’s Attitude toward Co-brand Image	59
3.3 The Influence of Types of Co-branding on Consumer’s Attitude toward Co-brand Image	61
3.4 The Influence of Consumer’s Attitude toward Co-brand Image on Purchase Intention	63
3.5 The Influence of Brand Placement in Promotion on Perception toward Fit between Parent Brands	65
4 Structural Equation Model (SEM)	70
CHAPTER FIVE  CONCLUSIONS AND SUGGESTIONS	75
1 Research Conclusions	75
2 Managerial Implications	78
3 Research Limitations and Suggestions for Further Research	81
APPENDIX		94
Appendix A: Co-branding Promotion in the Formal Test	94
Appendix B: The Questionnaire in Pretest	96
Appendix C: The Questionnaire in Formal Test	124
                                    

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