聯名行銷之品牌組合策略

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/113780

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Title:	聯名行銷之品牌組合策略 Brand Portfolio Strategy of Co-branding
Authors:	賴慧萍 LAI, HUI-PING
Contributors:	經營管理學系
Keywords:	聯合品牌;展望理論;心理帳戶;評估模式;偏好逆轉;涉入程度 Co-branding;Mental Accounting;Prospect Theory;Evaluation Mode;Preference Reversal;Involvement
Date:	2021-08-04
Issue Date:	2022-10-31 05:37:54 (UTC+0)
Publisher:	亞洲大學
Abstract:	聯名行銷近年於市場行銷活動中相當活躍，合作企業期待能透過聯名品牌的刺激，引發消費者更多的關注或提升營收。本研究根據Helmig的聯合品牌成功因素，從展望理論的角度，探究消費者面對聯合品牌時，損失對比收益的態度，並據此延伸，將心理帳戶中之分開編輯與合併編輯之組合模式做為本研究應該聯名行銷(合併編輯)還是單一品牌行銷(分開編輯)之立論基礎，以進一步了解消費者對於不同的聯名方式在不同的評估模式與涉入程度下，是否會對於聯合品牌直接與外溢效果造成影響或對於願意支付之價格形成偏好逆轉現象，以建構聯合品牌配對模式，供企業採行聯名行銷之參考。本研究採實驗模式設計法，實驗標的為運動鞋與運動提袋，並以大學生做為受測對象，有效問卷共回收516 份，經實證結果發現：(1)聯合品牌配對模式對於聯名產品之評價，不論是在水平聯名還是跨界聯名，若主品牌之品牌屬性特徵易彰顯，其聯名後顧客願意支付價格較低，另就涉入程度而言，低涉入程度者其願意支付價格較高；反之，當主品牌之品牌屬性特徵不易彰顯時，聯名後顧客願意支付的價格較高，高涉入者的願意支付價格也較高。(2) 品牌聯名之直接與外溢效果，不論是在水平聯名還是跨界聯名時，當主品牌之品牌屬性特徵易彰顯時，聯名後外溢效果為影響願意支付價格之重要因素且外溢效果較差；如主品牌之品牌屬性特徵不易彰顯時，聯名後直接效果為影響願意支付價格之重要因素且直接效果較差。 Co-branded marketing has been very active in marketing activities in recent years. Cooperative companies look forward to the stimulation of co-branded brands to attract more consumers' attention or increase revenue. Based on the success factors of Helmig's co-branding, this research explores consumers’ attitudes towards co-branding, loss versus profit, from the perspective of prospect theory, and extends it accordingly. ake the combined mode of separate editing and combined editing in the mental accounting as the basis of the research on whether joint marketing (combined editing) or single brand marketing (separate editing) should be established, in order to further understand consumers’ different evaluations of different joint methods Under the model and degree of involvement, whether it will directly affect the co-branding and spillover effects or form a preference reversal phenomenon on the price that is willing to pay, so as to construct a co-branding matching model for the reference of companies in adopting co-branding. This research adopts the experimental model design method. The experimental objects are sports shoes and sports bags, and college students are used as the test subjects. A total of 516 valid questionnaires were collected. The empirical results found that: (1) Evaluation of co-branded matching model on co-branded products, whether it is in horizontal or cross-border co-branding, if the brand attributes of the main brand are easy to show, customers are willing to pay a lower price after the co-branding. In addition, in terms of the degree of involvement, those with a low degree of involvement are willing to pay a higher price. Conversely, when the brand attributes of the main brand are not easy to show, the price that customers are willing to pay after the joint name is higher, and the price that high-involvement people are willing to pay is also higher. (2) The direct and spillover effects of brand co-branding, whether in horizontal co-branding or cross-border co-branding, when the brand attribute characteristics of the main brand are easy to show, the post-co-branding spillover effect is an important factor that affects the willingness to pay the price and the spillover effect is poor; If the brand attribute characteristics of the main brand are not easy to show, the direct effect after the joint name is an important factor that affects the willingness to pay the price, and the direct effect is relatively poor.
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