近年來，聯名產品越來越受歡迎，這也導致更多的消費品製造商和零售商越來越傾向於採用聯名策略來吸引更多的消費者和粉絲。即使使用聯合品牌戰略成為一種趨勢，但並非所有聯合品牌戰略都是成功的。了解如何通過選擇合適的品牌或零售商來使聯合品牌戰略更有可能成功是一個關鍵因素。因此，本研究旨在調查消費者對聯名產品產生的感知配適度的不同維度，意即品牌形象配適度以及產品類別配適度，對知覺價值的影響，並進一步調查是否會影響消費者對聯名產品的態度和購買意願。
本研究透過問卷發放、回收以及分析，進行研究假設驗證。問卷內容透過三種不同聯名產品做為情境設計，並透過品牌形象配適度、產品類別配適度、知覺價值、消費者態度以及購買意願之衡量問題驗證變數之間的關係。本研究一共回收781份有效問卷。透過結構方程模型得出研究結果為：(1.) 品牌形象配適度對於知覺價值具有顯著的正向相關影響關係；(2.) 產品類別配適度對於知覺價值僅支持部分顯著的正向相關影響關係；(3.)正向的知覺價值對於消費者態度具有顯著的正向相關影響關係；（4.）正向的消費者態度對於購買意願具有顯著的正向相關影響關係。

關鍵字：感知配適度、品牌形象配適度、產品類別配適度、聯名產品、零售商

In recent years, co-branding products are becoming more and more popular, which has also led more consumer goods brands and retailers increasingly prefer to adopt co-branding strategies to attract more consumers and fans. Even if the use of co-branding strategies becomes a trend, however, not all co-branding strategies are successful. Understanding how to make a co-branding strategy more likely to succeed by selecting a brand or retailer with a positive fit is a critical factor. Thus, this study aims to investigate the impact of two aspects of perceived fit, specifically are brand image fit and product category fit, perceived by consumers on consumers’ perceived value to co-branded product and further investigate their influence on consumers’ attitude and purchase intention toward co-branded product.
The findings of this study conclude to literature as follows. First, brand image fit has a significant positive correlation with perceived value. Second, product category fit only has a partially significant positive correlation on perceived value. Third, positive perceived value has a significant positive correlation with consumers’ attitudes toward brand-retailer co-branded product. Fourth, positive consumers’ attitudes have a significant positive correlation with purchase intention.

Key words: perceived fit, brand image fit, product category fit, co-branded product, retailer

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