聯名策略為現代常被企業與品牌廣為應用的行銷策略手法。本研究主要探討當奢侈品牌與運動品牌合作推出聯名運動鞋時，奢侈品牌之品牌形象與品牌忠誠度是否對消費者購買聯名產品意願構成影響，並探究聯名產品之知覺價值於品牌形象、品牌忠誠度與購買意願之間是否存有中介效果之關係。本研究採取線上問卷收集樣本，並提出兩種情境，以不同奢侈品牌與運動品牌聯名合作，針對消費者收集其對於奢侈品牌聯名運動鞋之品牌形象、品牌忠誠度、知覺價值與購買意願，共獲得有效問卷211份。
　經文獻回顧相關理論後，以SPSS進行資料迴歸與中介效果分析。情境問卷通過信效度之檢測後，再以迴歸模型分析變數之相關性，最後探討聯名產品之知覺價值是否存在中介效果。實證結果顯示：
　　　奢侈品牌與運動品牌聯名推出運動鞋情況下：
一、 奢侈品之品牌形象正向顯著影響消費者之購買意願。
二、 奢侈品之品牌忠誠度正向顯著影響消費者之購買意願。
三、 聯名產品之知覺價值於品牌形象品牌、忠誠度與消費者購買意願之間存在部分中介效果。
　最後，透過實證結果提出相關結論，提供奢侈品牌企業做為未來進行聯名策略模式之參考依據。

The co-branding strategy is a modern marketing tactic that is often used by enterprises and brands.
This study focused on whether the brand image and brand loyalty of luxury brands have an impact on consumers' willingness to purchase co-branded products when luxury brands and sports brands co-branded sneaker products, and whether the perceived value of co-branded products mediates the relationship between brand image, brand loyalty and purchase intention.
In this study, we used an online questionnaire to collect samples and proposed two scenarios in which different luxury brands and sports brands co-branded their co-branded sneaker products to collect consumers' brand image, brand loyalty, perceived value, and purchase intention. The questionnaire was tested for reliability and validity, and then a regression model was used to analyze the relevance of each component.
The results of the study are as below:
In the situation where a luxury brand and a sports brand co-branded with a sneaker co-branded product.
(1) The brand image of luxury brands positively and significantly affects the purchase intention of consumers.
(2) The brand loyalty of luxury brands positively and significantly affects the purchase intention of consumers.
(3) The perceived value of co-branded products is partially mediated between brand image, brand loyalty and purchase intention of consumers.

花千惠與胡凱傑.(2014).奢侈品品牌形象、奢侈品值與品牌態度對消費者購買意圖之影響.[The Effects of Luxury Brand Image, Luxury Value, Brand Attitude on Consumers' Purchase Intentions]. 第17屆科際整合管理研討會, 293-307。
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