聯合品牌是聯盟方式之一，主要進行方式為兩個品牌合作並在市場上發布新產品。本文將探討此方式對主要品牌競爭對手的影響。競爭對手可能會透過開放學習的機會，包括聯名品牌的產品知名度或產品營銷技巧等，而有所波動。因此，我假設主要品牌競爭對手將通過聯合品牌公告獲得積極影響，透過加入衡量決定因素，包括聯合品牌關係的業務相關性和排他性、聯合品牌產品的創新性，可以了解不同類型的合作的影響結果。所有數據皆從COMPUSTAT和CRSP數據庫進行收集，並利用普通最小二乘估計(OLS)檢查回歸結果。可知，主品牌的競爭對手將受到聯合品牌宣告的積極影響；同時，聯合品牌產品具創新性也將使競爭對手受到積極影響。但我仍然無法得知競爭對手與聯名品牌公司屬同產業以及聯合品牌協議具排他性是否會對主要品牌的競爭對手造成影響。本文提供了對未來聯合品牌宣告決策的管理啟示。

Co-branding is one of the alliances to discuss the effect on the primary brand rivals when the two brands cooperate and announce the new product in the market. The rivals may receive the fluctuation of the co-branding announcement including the open learning opportunities of product awareness or some marketing skills of the product. Therefore, I assume that primary brand rivals will receive positive effects through co-branding announcements. Moreover, I measure determinants, including business relatedness and exclusivity of co-branding relationship, the innovativeness of the co-branding product. Through these determinants, I understand the different types of co-branding partnerships' performance. After collecting the data from COMPUSTAT and CRSP, I examine results through Ordinary Least Square Estimation (OLS). The results include that rivals of the primary firms will receive a positive effect by the co-branding announcement. The rivals also can receive a positive effect by the innovativeness of co-branding products. It still cannot know the effect that the rivals may receive from the co-branding partners in the same industry or the exclusivity of the co-branding agreement. This thesis provides the managerial implications to help managers make co-branding announcement decisions in the future.

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