在過去幾年間贈品促銷的議題持續受到重視，已受到國內學者注目，由眾多有關贈品型態對消費者行為的研究中可見一斑，然而過去探討贈品促銷之相關研究，其研究主體皆以主產品結合贈品，卻缺乏贈品與贈品間的深入探討，形成贈品促銷研究的缺口，本研究即試圖以實證研究補足此研究缺口。
2005年三月由統一便利超商推出的Hello Kitty磁鐵系列更造成了收集狂潮，此一現象立即引起廣大媒體、學界注目，而收集式贈品促銷手法多出現在便利商店之全店行銷上，許多品牌產品廠商也依循著這樣成功的模式，推出可以收集的贈品以吸引消費者，然而便利商店贈品促銷的成功模式是否可以成功移轉至品牌產品上，倘若可以成功複製收集式贈品促銷活動，廠商長期經營的品牌，又應該搭配何種促銷方式才能有效吸引消費者，進而提升消費者對於的購買意願？
本研究彙整了過去文獻中可以用來探討贈品與贈品之間連動關係的研究結果，包括主產品與贈品間利益一致、互補程度，以及收集的相關文獻結果，並且根據本研究最主要的研究目的，延伸收集的概念至贈品上，藉由兩階段問卷的資料收集，初步了解目前便利商店贈品活動的成功模式，並經由2*2*4之三因子變異數分析得知免費且可以收集的贈品促銷活動的確可以用來提昇消費者對於贈品促銷方案的評價、誘發消費者的購買意圖；此外，也從研究結果中得知，收集的效應並非在每種促銷組合中皆可成功提昇促銷評價與購買意圖：若主產品為高品牌權益，結合不能收集、免費的贈品為佳，若主產品為低權益品牌，則搭配結合不能收集、免費的贈品則有可以提昇消費者對於促銷方案評價、購買意圖之效。

Sales promotion plays a critical role in the promotion mix. However, past studies almost focused on the issues of momentary promotions such as coupons and price-off discounts, but studies relating to nonmonetary promotion are still rare. In Taiwan, premiums are common promotion tools which often being used in convenient stores, especially collectable premiums. The purpose of this thesis is to help brand product seller to figure out how to copy the successful model of collectable premium employing in convenient stores by investigating the effects of collectable premium, brand equity, and promotion framing relationship between a main product and its tie-in premium on consumers’ appreciation of the promotional offers and purchase intentions.
First, this thesis integrated some important studies which focused on the relationship between the main product and premium including congruency benefits and complementary, and then applied the collecting theory to the premium linking relationship which explain why consumers collect premium can improve the effectiveness of promotion.
Next ,by conducting simple questionnaire, a simple successful model of collectable premium employing in convenient stores has being revealed. In order to help brand product seller copy this model easily ,then we focused on how to transfer the success model to single product by discussing independent variable including brand equity of the product, the use of collectable premium and the framing of promotion.
Finally, an 2(collectable or non-collectabe premium) * 2(high or low brand equity product) * 2(incentive magnitudes) * 4(the framing of the promotion) experiments were designed to examine the main effects and interaction effect of independent variables on dependent that are consumers’ appreciation of the promotional offers and purchase intentions.
Results show that that collectable premium indeed could raise consumers’ consumers’ appreciation of the promotional offers and purchase intentions. For low brand equity product, free and collectable premium can help increase the effectiveness of promotion obviously. But for high brand equity brand product, free and non-collectable premium is more suitable. Some managerial implications and research limitations are also mentioned in the final part of this thesis.

一、中文文獻
林怡君(2002)，贈品-主產品利益一致性與品牌權益對促銷效果影響之研究，國立臺灣大學商學研究所，碩士論文

林陽助(2006)，促銷贈品設計對知覺價值和購買意願影響之研究，管理研究學報，6:1，民95.01，頁111

林政輝(2001)，服務業品牌延伸契合度與企業形象對品牌權益影響之研究，真理大學管理科學研究所，碩士論文

周欣穎(2004)，贈品促銷型式對消費者知覺價值及購買意願影響之研究，國立交通大學企業管理學研究所，碩士論文

張悅容(2002)，滿額促銷與促銷專案影響之研究，國立中央大學企業管理研究所，碩士論文。

陳欣怡（2000），品牌個性契合度對品牌聯盟成效之影響，國立雲林科技大學企業管理研究所，碩士論文。

陳郡怡(2003)，贈品-主產品配適度對消費者行為之影響，私立東吳大學企業管理學研究所，碩士論文

黃麗霞(2002)，贈品促銷型式對消費者的知覺價值與購買意願之影響，國立臺灣大學商學研究所，博士論文

謝宛蓉(2005)，0元行銷術4：贈品勾引法，e天下雜誌，0元行銷術4：贈品勾引法，56期，民94.08，頁92

二、英文文獻
Aaker, D. A. (1973), Toward A Normative Model of Promotional Decision Making, Management Science, 19(6), 593-603.

Aaker, D. A. (1996), Measuring brand equity across product and markets, California Management Review, 38(30), 102-120.

Aaker, D. A. and Keller, K. L.(1990). Consumer evaluations of brand extensions., Journal of Marketing, 54,27-41.

d'Astous, A., and Landreville, V. (2003). An experimental investigation of factors affecting consumers' perceptions of sales promotions. European Journal of Marketing, 37(11/12), 1746-1761.

d'Astous, A., and Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11/12), 1270-1286.

Chandon, P., Wansink, B., and Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.

Belk, R. W., Sherry, J., Holbrook, M. and Roberts, S.(1988), Collectors and collecting. Advances in Consumer Research, 15, 548-553.

Belk, R. W.(1995), Collecting as luxury consumption : Effects on individuals and households. Journal of Economic Psychology, 16, 477-490.

Belk, R. W.(1995), Possessions and the extended self. Journal of Marketing Research, 15, 139-168.

Campbell, Leland and William D. Diamond(1990), Framing and Sales Promotion: The Characteristics of Good Deal. Journal of Consumer Marketing, 7(4), , 25-31.

Diamond, William D. and Leland Campbell(1989), The framing and sales promotion: effects on reference price change, Advances in Consumer Research, 6, 241-247.

Diamond, William D. and Robert R. Johnson, The framing of sales promotions: An approach to classification,” Advances in Consumer Research, 17, 1990, 494-500.

Gilbert, D. C.,and Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: A consumer view. International Journal of Retail & Distribution Management, 30(6/7), 315-322.

Gulitinan, J. P.(1987). The price bundling of services: a normative framework. Journal of Marketing, 51(2), 74-85.

Harlam, B.A., Krishna, D.R.Lehmann, and C.Mela(1995), ”Impact of Bundle Type, Price Framing and Familiarity on Purchase Intension for the Bundle,” Journal of Business Research, 33(May) , 57-66.

Huff, L. C., & Alden, D. L. (1998). An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis. Journal of Advertising Research, 38(3), 47-51.

Keller, K. L. (1993), Conceptualizing, Measuring, and ManagingConsumer- Based Brand Equity, Journal of Marketing, Jan., 1-22.

Larochea, M., Ponsa, F., Zgollia, N., Cervellonb, M., and Kimc, C. (2003). A model of consumer response to two retail sales promotion techniques. Journal of Business Research, 56, 513– 522.

Lasser, W., Mittal, B. and Sharma, A. (1995), “MeasuringCustomer-base Brand Equity, Journal of Consumer Marketing, Fall, 12(4), 11-20.

Liao, S.L., (2006). The effects of nonmonetary sales promotion on consumer preferences : the contingent role of product category. Journal of American Academy of Business, Cambridge ,8(2).196-203.

Lichtenstein, D. R., Burton, S., & Netemeyer, R. G. (1997). A examination of deal proneness across sales promotion types: a consumer segmentation perspective. Journal of Business Retailing, 73(2), 283-297.

Legarreta, J.B. and Miguel, C. E.(2004),Collaborative relationship bundling :a new angle on services marketing, International Journal of Service Industry Management, 15(3/4), 264-283.

Long, M. M. and Schiffman, L. G. (1997), Swatch Fever: An allegory for understanding paradox of collecting. Psychology and Marketing, 14(5), 495-509.

Mela, C. F., Gupta, S., and Lehmann, D.R. (1977), The long-tern impact of promotion and advertising on consumer brand choice, Journal of Marketing Research, 34, 248-261.

O’Guinn, T. C. and Faber, R. J.(1989), Compulsive buying: A phenomenological Exploration. Journal of Consumer Research, 16, 147-157.

Ndubisi, O. N., & Moi, C. T. (2005). Customers Behaviourial Responses to Sales Promotion: The Role of Fear of Losing Face. Asia Pacific Journal of Marketing and Logistics, 17(1), 32-49.

Raghubir, P.(2005), Framing a price bundle: the case of "buy/get" offers. The Journal of Product and Brand Management, 14(2/3),123-128.

Raghubir, P. (2004), Free gift with purchase: promotioing of discounting the brand?.Journal of consumer psychology, 14(1/2), 181-186.

Scott, C. A.(1976), The effects of trial and incentives on repeat purchase behavior. Journal of Marketing Research, Aug, 263-269.

Smith, M. F., & Sinha, I. (2000). The impact of price and extra product promotions on store preference. International Journal of Retail & Distribution Management, 28 , 83-92

Seipel, C.M. (1971), Premiums-Forgotten by Theory, Journal of Marketing, 35, 26-34.

Simonson, I., Carmon,Z. and O’Currry,S. (1994), Experimental evidence on the negative effect of product features and sales promotions on brand choice. Marketing Science, 13(1),23-40.

Simonin, B.L. and Ruth, J.(1995), Bundling as a strategy for new product introduction: Effects on consumers’ reservation prices for the bundle, the new product, and its tie-in. Journal of Business Research, 33, 219-330

Thaler, R. (1985), Mental accounting and consumer choice, Marketing Science, 4(Summer),199-214.

Telser, L.G.(1979), A theory of monopoly of complementary goods. Journal of Business, 52(2), 211-230.

Varadarajan, P. R.(1986). Joint Sales Promotion: An Emerging Marketing Tool, Business Horizon, Sep-Oct, 43-49.

Wakefield, K. L. and Bush, V. D. (1998). Promoting leisure services: economic and emotional aspects of consumer response. The Journal of Services Marketing, 12(3), 209-222

Yadav, M. S. and Monroe K. B. (1993), How buyers perceive savings in a bundle price: An examination of a bundle’s transaction Value, Journal of Marketing research, 30(August), 350-358.