為了檢驗負面試驗效果對於共同品牌之組成品牌的溢出效果，以及巢居概念形成在共同品牌扮演的腳色，本研究以聯名卡為研究主體，進行了2 × 2 × 3的實驗設計。結果發現，在面臨負面試驗效果時，雖然高權益品牌的品牌權益變動幅度大於低權益品牌，但是與低權益品牌的搭配時卻不會拉低高權益品牌本身的品牌權益，更有甚者，兩者的組合可以緩和低權益品牌受到負面試驗效果的傷害。而有關卡面的設計對權益變動的影響，理論的預測並沒有完全得到驗證，首領品牌與修正品牌皆會因負面試驗效果而使得品牌權益下降，然而品牌權益下降的幅度大小順序則得到部分的支持。最後，在兩品牌皆醒目的並列情況時，高權益品牌受到顯著的對比效果影響。

To examine the spillover effect of negative trial on constituent brands of the cobranding and the roll of nested concept formation in cobranding strategy, a 2 × 2 × 3 experiment design which use cobranded credit card as the case was conducted. The study found that when negative trial was occurred, the equity change of high equity brand was significantly larger than low equity brand. However, paring with low equity brand did not lower the equity of high equity brand. In contrast, the high/low combination could mitigate the damage of negative trial over low equity brand. As for the influence of card design, the predictions of theory were not fully supported. The equity of header brand and modifier brand was lowered significantly, but the order of equity change was partly supported. To our surprise, when the paring of two brand was equally eye-catching, a contrast effect was to take place and influenced the high equity brand.

Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Cooke, S., & Ryan, P. (2000). Brand alliances: From reputation endorsement to collaboration on core competencies. Irish Marketing Review, 13(2), 36-41.
Cooper, D. R., & Emory, C. W. (1995). Business Research Methods. (5 ed.): Irwin.
Grossman, & Priluck, R. (1997). Co-branding in advertising: developing effective associations. The Journal of Product and Brand Management, 6(3), 191.
Hoch, S. J., & Deighton, J. (1989). Managing Waht Consemer Learn from Experience. Journal of Marketing, 53(2), 1-20.
James, D. (2005). Guilty through association: brand asociation transfer to brand alliance. The Journal of Consumer Marketing, 22(1), 14-24.
Janiszewski, C., & Osselaer, S. M. J. V. (2000). A connectionist model of brand-quality associations. Journal of Marketing Research, 37(3), 331.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Leuthesser, L., Kohli, C., & Suri, R. (2003). 2 + 2 = 5? A framework for using co-branding to leverage a brand. Journal of Brand Management, 11(1), 35-47.
Levin, A. M. (2002). Contrast and Assimilation Processes in Consumers' Evaluations of Dual Brands. Journal of Business and Psychology, 17(1), 145-154.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258-268.
Rao, A. R., & Ruekert, R. W. (1994). Brand Alliances as Signals of Product Quality. Sloan Management Review, 36(1), 87-97.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
Smith, R. E. (1993). Integrating Information From Advertising and Trial: Processes and Effects on Consumer Response to Product Information. Journal of Marketing Research, 30(2), 204-219.
Vaidyanathan, R., & Aggarwal, P. (2000). Strategic brand alliances: implications of ingredient branding for national and private label brands. The Journal of Product and Brand Management, 9(4), 214.
Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: brand equity and trial effects. The Journal of Consumer Marketing, 17(7), 591.
Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand Alliance and Customer-Based Brand-Equity Effects. Psychology & Marketing, 21(7), 487.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.