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| Title: | 品牌併購之來源國形象、品牌權益與購買意願之關係
The Relationship between Country-of-Origin Image, Brand Equity, and Consumer Purchase Intention in Brand M&A |
| Authors: | 廖宜芃
Liao, Yi-Peng |
| Contributors: | 張愛華
李嘉林
Chang, Ai-Hwa
Lee, Chia-Lin
廖宜芃
Liao, Yi-Peng |
| Keywords: | 品牌併購
來源國形象
品牌權益
消費者購買意願
Brand M&A
Country-of-origin image
Brand equity
Purchase intention |
| Date: | 2018 |
| Issue Date: | 2018-08-29 16:04:38 (UTC+8) |
| Abstract: | 企業為快速強化己身市佔率與競爭力，從單一品牌發展成多品牌組合；品牌策略中，控制程度與資本投入程度較高的為併購品牌，亦為目前國際市場中品牌組合的主要方式。然目前併購議題研究，鮮少以消費者角度觀察併購事件。是此，本研究以消費者角度探討併購事件對於被併企業品牌之影響。
本研究選定旅遊電商產業作為研究目標，主併品牌與被併品牌於品牌併購後皆存在。主併品牌為虛擬品牌，被併品牌為台灣品牌KKday。透過實驗設計，以品牌市場表現資訊操縱四個來自二個國家的虛擬品牌其品牌權益差異；並建立四組併購事件，探討併購後被併品牌之品牌權益與購買意願之變化。本研究採用網路問卷方式進行資料收集，編寫html code達到受測者點選網址時可被隨機分配至不同組別問卷。
本研究共發放4組問卷，總計471份有效問卷。男女各為40.6%與59.4%；受測者平均年齡為26.5歲；受測者屬於較高的教育程度族群(大專學院校66.7%，研究所28.5%)；職業以學生與上班族為主(43.9%、43.7%)。研究結果顯示，主併品牌之品牌權益對於被併品牌之品牌權益與購買意願提升有正面影響；進一步分析，高品牌權益之主併品牌若來自於來源國形象較佳之國家，相對於來自來源國形象較差之國家，對於權益較低的被併品牌而言，被併品牌權益與購買意願之上升程度顯著較高。透過本研究結果分析，可以發現併購事件對於被併品牌之無形資產會造成顯著變化。因此，在併購活動中，為達併購之正向綜效，被併企業應將主併企業品牌之品牌權益與來源國形象納入策略考量，與具高品牌權益及高來源國形象之企業品牌合併，可大幅提升自身品牌權益與購買意願，如此可避免併購後自身品牌受損，及併購後負面影響之發生。
To strengthen enterprises’ competitive advantage, shifting to multi-brand strategy is the most common way, especially the brand mergers and acquisitions (brand M&A) strategy, fully controlled with high capital investment. M&A studies now rarely focus on consumers’ perspective; therefore, the study starts from how brand M&A affects the brand equity and purchase intention of acquired companies.
The study focuses on online travel booking industry. Both the acquiring and the acquired are existed after brand M&A. The acquirings are virtual and the acquired is KKday from Taiwan. By experiment design, four acquiring companies from two countries with statistically different brand equity were built. By online questionnaire with virtual M&A information, the brand equity and purchase intention of acquired companies would be measured. With html code, subjects are randomly assigned.
The study had four types of questionnaire and 471 valid questionnaires were collected. The average age is 26.5, and the male percentage is 40.6%. The subjects are well-educated (college/university and postgraduate degree, 66.7% and 28.5%, respectively) and most are students and office workers (43.9% and 43.7%, respectively). The study shows that acquiring companies’ brand equity would positively affect the increase in acquired companies’ brand equity and purchase intention. Acquiring companies with better brand equity, coming from country which has better country image, the brand equity and purchase intention of acquired companies would statistically increase after M&A. That means intangible assets would change statistically due M&A. Hence, in order to achieve positive synergy of M&A, acquired companies need to consider carefully and strategically the brand equity and country-of-origin image of acquiring companies. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363012 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105363012 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.072.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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