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| Title: | 品牌進行聯名合作時的夥伴挑選策略對品牌權益與知名度之影響 -以時尚產業為例
The impact of partner selection strategies on brand equity and brand awareness in co-brand ing cooperation - taking the fashion industry as an example |
| Authors: | 蔡佩軒
Tsai, Pei-Hsuan |
| Contributors: | 韓志翔
Han, Tzu-Shian
蔡佩軒
Tsai, Pei-Hsuan |
| Keywords: | 品牌聯名
聯名夥伴
時尚產業
行銷策略
品牌權益
品牌知名度
Co-branding
Co-branding partners
Fashion industry
Marketing strategy
Brand equity
Brand awarness |
| Date: | 2023 |
| Issue Date: | 2023-07-06 15:19:16 (UTC+8) |
| Abstract: | 近年來，品牌聯名合作已成為時尚產業中的一個熱門趨勢。品牌透過與其他品牌、設計師、藝術家等不同夥伴的合作，旨在增加品牌的知名度、提高品牌形象、擴大品牌影響力以及滿足消費者多元化的需求。然而，不同的夥伴挑選策略對於該品牌之權益與知名度影響卻不盡相同。本研究旨在探討品牌在進行聯名合作時不同夥伴挑選策略對於該品牌之權益與知名度影響。本研究以時尚產業為例，運用質性研究方法分別向經營者們以及消費者們等兩大方向進行數場深度訪談，針對三種不同的聯名合作夥伴策略進行分析:整合性之高與低、獨家性之高與低、延續性之高與低。研究發現，高整合性、高獨家性、低延續性等的品牌聯名策略，將使主品牌所受的品牌權益擁有較大的影響。而在品牌知名度方面，高整合性、低獨家性、高獨家性等品牌聯名策略，將直接帶來正向的影響效果。總體而言，品牌在進行聯名合作時，應根據自身品牌形象、品牌定位和品牌目標來選擇不同的夥伴挑選策略，以達到最佳的權益和知名度提升效果。
In recent years, brand collaboration has become a popular trend in the fashion industry. Brands collaborate with other brands, designers, artists, and other partners to increase bran d awareness, enhance brand image, expand brand influence, and satisfy diverse consumer needs. However, different partner selection strategies may have varying effects on the brand`s equity and recognition.
This study takes the fashion industry as an example, uses qualitative research methods to conduct in-depth interviews, and analyzes three different co-branding strategies: high or low integration, high or low exclusivity, and high or low continuity. The study found that the co- branding strategy with high integration, high exclusivity, and low continuity will have a greater impact on the brand equity of the main brand. In terms of brand awareness, brand co-branding strategies such as high integration, low exclusivity, and high exclusivity will directly b ring positive effects .
In conclusion, brands should select different partner selection strategies based on their brand image, brand positioning, and brand objectives to achieve the best results in terms of equity and recognition enhancement in brand collaborations. |
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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)
109363007 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363007 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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