品牌策略在產品溝通中扮演著影響消費者決策的重要角色，而如何選擇品牌策略並發揮最大的槓桿作用，是新產品能否從競爭激烈的市場中脫穎而出的關鍵。本研究根據Bernens，van Riel與van Bruggen三位學者在2005年所提出的架構，檢視企業品牌顯著性(也就是一家公司在產品溝通中企業品牌所帶來的影響)在涉入程度為干擾條件下，對企業聯想和新產品態度之間的影響關係。本研究使用實驗設計，選擇台灣一家已跨足生技保養品市場的知名塑化大廠為研究樣本，並針對其產品設計兩種版本的廣告以操弄企業品牌顯著性這個變數。資料分析結果顯示，相較於企業社會責任聯想，企業能力和企業可信賴性兩種聯想對新產品態度有更顯著的影響；而企業品牌顯著性對各種聯想效果亦會產生不同的影響。如果公司希望使企業社會責任的聯想發揮槓桿作用，採用具背書效果的混合品牌策略(企業品牌顯著性較低)是最有效的，尤其是在低產品涉入程度的情況下使用最合適；如果公司是想要發揮企業能力或企業可信賴性聯想的槓桿作用，則本研究未發現最有效的品牌策略和最適合使用的情況。

Branding strategy plays an important role which influence consumers’ purchase decisions in product communications. How to choose an effective branding strategy and leverage it is a key factor of whether a new product can stand out or not in a turbulent market. This study follows Bernens, van Riel & van Bruggen’s (2005) model to investigate the effect of corporate brand dominance—that is, the visibility of a company’s corporate brand—on the relationship between corporate associations and attitudes toward new products, moderated by involvement. To test research hypotheses, an experiment design is conducted and two versions of the advertisements were developed to manipulate the dominance of the corporate brand. The company used in this study is the largest petrochemical corporation which has extended its business to biotechnical and skin care product market in Taiwan. The results show that corporate ability and corporate credibility associations have greater effects on attitudes toward new products than do corporate social responsibility associations and a company’s corporate branding strategy affects the relationship between corporate associations and attitudes toward new products. When a company wants to leverage associations with its corporate social responsibility, an endorsed mixed-brand strategy (corporate brand dominance is low) seems to be the most effective. This is especially the case when the product is perceived as a low-involvement product. When a company wants to leverage corporate ability or corporate credibility associations, this study does not find that which one is more effective branding strategy than another and that under which conditions a company should use the branding strategy.

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