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    題名: 雙品牌下消費者基礎的品牌權益---一個特定的態度性衡量
    其他題名: Consumer-Based Brand Equity in Co-Branding--- A Specific Attitudinal Measure
    作者: 李嘉林
    貢獻者: 國立政治大學企業管理學系
    行政院國家科學委員會
    關鍵詞: 消費者基準的品牌權益;雙品牌;實驗法;期望-價值模型
    Consumer-based brand equity;Co-branding;Experiments;Expectancy-value model
    日期: 2010
    上傳時間: 2012-05-18 13:38:02 (UTC+8)
    摘要: 由於雙品牌是一個相對新的品牌策略，因此研究學者們對於雙品牌策略是否能夠成功 的相關探討仍為數不多，並且對於如何衡量雙品牌的價值 – 品牌權益 – 也仍不清楚。 我們認為，除了傳統衡量品牌權益的方法以外，也可試圖建立一個行為基礎的態度性 衡量來評估消費者基準的品牌權益，並同時可彌補過去文獻中的一個缺口。這個特定的 衡量是從李與戴克(2009)的數學模型延伸而來，而此量化衡量將會被用在實驗中來測試 兩個重要的研究假說。此實驗預計採用2 (在使用方便的屬性水準上兩品牌的差異) × 2 (在通訊品質良好的屬性水準上兩品牌的差異) 的組間實驗設計。本研究的兩個研究假說 試圖為實務品牌經理人回答兩個重要的問題: 第一:若雙品牌的品牌權益可能是兩個聯 盟品牌的加權平均，為何高品牌權益的聯盟品牌仍會與低品牌權益的聯盟品牌聯盟；第 二:到何種程度聯盟品牌彼此在結盟後不會拆夥 — 尤其是當聯盟後的權益比聯盟前的 權益小。 本研究有兩個主要貢獻:第一:本研究利用期望價值模型將顧客對於聯盟品牌的態度強 弱連結到聯盟品牌的消費者基礎權益大小；第二:本研究所提供的簡化指標將延伸過去在 雙品牌領域中討論品牌價值評估的知識。
    Since co-branding is a relatively new phenomenon, the explicit findings of co-branding success are still limited and the ways to evaluate what the co-brand is worth – brand equity – are still obscure. We argue that, except the use of traditional approaches of measuring brand equity in co-branding field, we can also try to build a behavioral-based attitudinal measure for evaluating consumer-based brand equities (CBBE) of the co-brand and the partnering brands, and this can also fill a void in the literature. The proposed measure is originated by adapting the Lee and Decker (2009)’s mathematical model, and this quantitative measure will be utilized to test two important research hypotheses in an experiment. The experiment plans to employ a 2 (the difference of attribute levels on easy-of-use) × 2 (the difference of attribute levels on good communication-quality) between-subject design. Our results try to answer two important managerial questions for branding managers: first, to what extent a high-equity brand wants to ally with a low-equity brand, since the equity of the co-brand may be just a weighted average; secondly, to which degree one of the partnering brands can agree on not breaking up the alliance, especially when its post-alliance equity is smaller than its pre-alliance equity. The present study has two major contributions to the strategic branding field: first, we use the expectancy-value model to connect attitudinal favorability to the measure of respective CBBE; secondly, we advance existing knowledge of brand value evaluation in the field of co-branding by offering a relatively simplified measure.
    關聯: 應用研究
    學術補助
    研究期間:9908~ 10007
    研究經費:434仟元
    資料類型: report
    顯示於類別:[企業管理學系] 國科會研究計畫

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    99-2410-H-004-225.pdf856KbAdobe PDF2555檢視/開啟


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