Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/58729
|
| Title: | 服務業聯合品牌策略與聯合品牌服務成效對於品牌權益影響之研究
A study of the influence of service brand equity from co-branding strategies and service performance of the co-brand |
| Authors: | 彭書婷
Peng, Shu-Ting |
| Contributors: | 李嘉林
Lee, Chia-Lin
彭書婷
Peng, Shu-Ting |
| Keywords: | 聯合品牌
適配度
外溢效果
服務失敗
品牌權益
co-branding
fit
spill-over effect
service failure
brand equity |
| Date: | 2012 |
| Issue Date: | 2013-07-01 17:55:13 (UTC+8) |
| Abstract: | 近年來，企業開始利用聯合品牌策略、以合作的方式有效提升自身的品牌權益；學術界亦有許多關於聯合品牌的研究，但多專注於產品導向品牌應用該策略的效益，少有以服務導向的聯合品牌為研究對象。本研究從消費者的觀點探討服務業進行聯合品牌策略時，其本身與合作夥伴不同層級的品牌權益組合與聯合品牌服務成效對於企業本身、合作夥伴以及聯合品牌品牌權益的影響。
本研究透過4 x 2準實驗設計的方式進行假說驗證。首先，透過前測篩選出消費者心中最熟悉且兩者之間適配度最高的雞排店與手搖飲料店做為研究情境的素材；進一步操弄四種品牌權益組合（高高、高低、低高與低低）以及聯合品牌的服務成效（成功與失敗），形成八種實驗問卷，共回收257份有效樣本；最後以配對樣本T檢定以及雙因子變異數分析做為研究方法進行資料分析，本研究的研究結果證實：
一、品牌權益組合對於聯合品牌的品牌權益具有顯著影響：
當二母品牌皆具高品牌權益時，該聯合品牌品牌權益將低於合作前二母品牌的品牌權益，反之，聯合品牌的品牌權益將比合作前二母品牌都高；當合作前兩母品牌的品牌權益為一高一低時，聯合品牌的品牌權益將介於二者之間。
二、品牌權益組合對於各母品牌有顯著影響：
當企業與具備較高品牌權益的夥伴合作時，該企業的品牌權益將於合作後提升，反之則下降；當兩企業皆具高品牌權益時，合作後二者品牌權益皆會下降，反之，合作後兩者的品牌權益皆會上升。
三、聯合品牌服務成效對於各母品牌與聯合品牌的品牌權益有顯著的正向效果。
四、品牌權益組合與聯合品牌服務成效之間不具備交互效果。
Recently, the companies start utilizing the co-branding strategy to efficiently enhance their brand equity. This concept also appear on the academic paper, which focus on most product-intention brands but seldom service-intention ones. This research is to clarify the effects of brand equity mixes and service effects to the mother brands and the co-brand after the co-branding strategy in the aspect of consumers.
This research examines the hyposises by 4 x 2 quasi-experiment design. First, after executing the pre-test, this research picked fried-chicken and soft drink stores as the matirials of experiment situation. Then, this research designed 8 versions of questionnaire to manipute 4 brand equity mixes and the service performance of the co-brand. The amount of efficient samples is 257 and the research methods are pair-T test and two-way ANOVA. The research results are:
1. Brand equity mixes have significant effects of the co-brand’s brand equity:
When two mothers’ brand equity is both high, the co-brand will be lower than its mothers; in contrast, when they are both low, it will higher than them. When one mom is high and the other is low, the brand equity of the son will be between the two.
2. Brand equity mixes have significant effects of the mother brand’s brand equity:
When the company co-operate with the one with higher brand equity, its brand equity will rise after co-operating. When both companies are high, they will drop after co-branding; in contrast, when both are low, they will rise.
3. Service performance of the co-brand has significant positive effects to all parties.
4. Brand equity mixes and the service performance of co-brand have no interaction. |
| Reference: | 一、中文部分
王鵬凱（民100）。品牌聯盟外溢效果之衡量─ 聯合分析法之應用。東吳大學企業管理研究所碩士論文，未出版，台北市。
林建煌（民101）。服務行銷與管理。台北市：華泰文化。
林蓓莉（民94）。服務品牌延伸效果之研究—延伸商品類別、契合度及成效之影響。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。
行銷管理學（樓永堅、方世榮譯）（民95）。台北市：台灣培生教育。（原著出版年：2004）
別蓮蒂（民92）。消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響。台灣管理學刊，3 (2)，65-84。
李月華、朱章翰（民102）。品牌延伸方式對非典型延伸產品評估與品牌回饋效果之研究。輔仁管理評論，20 (2)，27-50。
李雅靖、施凱瑜（民95）。媒體品牌優勢與延伸契合度對母品牌態度之回饋效果。臺大管理論叢，17 (1)，191-210。
官思瑩（民86）。聯名信用卡品牌聯盟效益之探討－消費者申請意願之衡量。元智大學管理研究所碩士論文，未出版，桃園縣。
品牌管理（吳克振譯）（民90）。臺北市：華泰。（原著出版年：1998）
崔立新（民93）。服務業品質評量。台北市：五南圖書。
曹逸雯（民101年10月26日）。服務業發展藍圖：經濟部將投入300億期2020年產值達4.7兆。NOWnews。
陳振燧、呂芳洲（民89）。品牌聯盟策略影響品牌權益建立之研究。亞太管理評論，4 (4)，431-442。
陳悅琴、黃昱傑（民98）。消費者參與服務之前因與後果之研究。2009服務業行銷研討會論文集， 535-561。
張茂嵩（民92）。契合度與產品知識對品牌策略效果之影響。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。
專業服務行銷分析與應用（俞利軍譯）（民101）。台北市：寂天文化。（原著出版年：2002）
陳澤義（民101）。服務行銷與管理。台北市：華泰文化。
黃郁恬（民91）。品牌權益、品牌聲譽一致性、品牌互補性以及品牌來源國對品牌聯盟成效之影響。國立中央大學企業管理研究所碩士論文，未出版，桃園縣。
黃俊英（民89）。多變量分析。台北市：中國經濟企業研究所。
黃哲盛、潘婉欣（民101）。以品牌概念圖重新探討品牌向下延伸決策。台大管理論叢， 23 (1)，85-118。
蔡姍樺（民91）。品牌聯盟類型與結盟夥伴的品牌形象對消費者態度及購後不滿意之影響分析---以資訊零組件廠商為例。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。
鄭紹成（民86）。服務業顧客轉移因素之研究—以金融業員工及個人顧客觀點雙向探討。中山管理評論，5 (4)，879-897。
蕭至惠、蔡進發、郭依儒（民100）。自我建構與自我複雜度對共品牌評價的影響。管理學報，28 (3)，267-287。
賴錫昭（民93）。關係行銷在服務失誤與服務補救上對顧客滿意影響之研究-以航空業為例。真理大學企業管理研究所碩士論文，未出版，新北市。
二、西文部分
Aaker, D. A., (1996). Measuring brand equity across products and markets, California Mallagement Review, 38 (3), 102-120.
Aaker, D. A. and Keller K. L., (1990). Consumer evaluations of brand extensions, Journal of Marketing, 54, 27-41.
Andres, N., (2003). Ausstrahlungseffekte beim Co-Branding. Hamburg: Kovac.
Balachander, S. & Sanjoy G., (2003). Reciprocal spillover effects: A strategic benefit of brand extensions, Journal of Marketing, 67, 4-13.
Bergen, M. & George J. (1997). Understanding cooperative advertising participation rates in conventional channels, Journal of Marketing Research, 34, 357-369.
Berndt, R., (1985). Kooperative Werbung – Organisation, Planung und Vorteilhaftigkeit kooperativer Werbemasnahmen, Wirtschaftswissenschaftliches Studium, 14, 1-7.
Besharat, A., (2010). How co-branding versus brand extensions drive consumers` evaluations of new products: A brand equity approach, Industrial Marketing Management, 39, 1240-1249.
Bouten, L. M., Snelders, D., & Hultink, E. J.,(2011). The impact of fit measures on the consumer evaluation of new co-branded products, Journal of Product Innovation Management, 28 (4), 455-469.
Gaeth, G. J., Irwin P. L., Goutam C., & Aron M. L., (1991). Consumer evaluation of multi-product bundles: An information integration analysis, Marketing Letters, 2, 47-57.
Goodwin C. & Ross I., (1992). Consumer responses to sevice failures- Influence of procedural and interactional fairness perceptions, Journal of Business Research, 25 (2), 149-163.
Grossman, R. P., & Till, B. D. (1998). The persistence of classically conditioned brand attitudes, Journal of Advertising, 27 (1), 23-31.
Helmig B., Huber J. A. & Leeflang P. S. H., (2008). “Co-branding: The state of the art,” Schmalenbach Business Review, 60, 359-377.
Henderson G. R., Iacobucci D. & Calder B. J., (1998). Brand diagnostics: Mapping branding effects using consumer associative networks, European Journal of Operational Research, 111 (2), 306-327.
Huber, J. A., (2005). Co-Branding als Strategieoption der Markenpolitik. Wiesbaden: Gabler.
Keller, K. L., (1998). Strategic brand management: Building, measuring and managing brand equity, N.J.: Prentice Hall.
Keller, K. L., & Aaker, D. A., (1992). The effects of sequential introduction of brand extensions, Journal of Marketing Research, 29, 35-50.
Kotler P. & Keller K., (2011). Marketing management (14th Ed.) the U.S.: Prentice Hall.
Kotler P., Hayer T., & Bloom P. N., (2002). Marketing professional services (Revised Ed.) the U. S.: Prentice Hall
Lafferty B. A., (2007). The relevance of fit in a cause- brand alliance when consumers evaluate corporate credibility, Journal of Business Research, 60, 447-453.
Levin, A. M., Charlene J. D., & Irwin P. L., (1996). Theoretical and empirical linkages between consumers’ responses to different branding strategies, Advances in Consumer Research, 23, 296-300.
Levin, I. P. & Aron M. L., (2000). Modeling the role of brand alliances in the assimilation of product evaluations, Journal of Consumer Psychology, 9, 43-52.
Lin, Y. C., (2013). Evaluation of co-branded hotels in the Taiwanese market: the role of brand familiarity and brand fit, International Journal of Contemporary Hospitality Management, 25 (3), 346-364.
Padgett D. & Allen D., (1997). Communicating experiences: A narrative approach to creating service brand image, Journal of Advertising, 26 (4), 49-62.
Palupski, R. & Angela B. B., (1994). Co-promotion, Marketing-ZFP 16, 257-264.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1988). SERVQUAL-- A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64 (1), 12-40.
Priemer, V., (1999). Bundling – Eine Markenstrategie mit Durchschlagskraft, Absatzwirtschaft 7, 62-67.
Samu, S. H., Shanker K, & Robert E. S., (1999). Using advertising alliances for new product introduction, interactions between product complementarity and promotional strategies, Journal of Marketing, 63, 57-74.
Schroter, R. & Jan W. (1996). Wenn Marken zueinanderfinden, Werben & Verkaufen 21, 72-73.
Seno D. & Lukas B. A., (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective, European Journal of Marketing, 41 (1/2), 121-134.
Simonin, B. L. & Ruth, J. A., (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes, Journal of Marketing Research, 35 (1), 30-42.
Shostock, G. L., (1977). Breaking free from product marketing, Journal of Marketing, 41 (2), 73-80.
Stremersch, S. & Gerald J. T., (2002). Strategic bundling of products and prices-- A new synthesis for marketing, Journal of Marketing, 66, 55-72.
Swaminathan, V., Richard J. F., & Srinivas K. R., (2001). The impact of brand extension introduction on choice, Journal of Marketing, 65, 1-15.
Uggla, H., (2004). The brand association base: A conceptual model for strategically leveraging partner brand equity, The Journal of Brand Management, 12 (2), 105-123.
Varadarajan, P. R., (1985). Joint sales promotion: An emerging mMarketing tool, Business Horizons, 28, 43-49.
Varadarajan, P. R., (1986). Horizontal cooperative sales promotion: A framework for cassification and additional perspectives, Journal of Marketing, 50, 61-73.
Volckner, F. & Henrik S., (2006). Drivers of brand extension success, Journal of Marketing, 70, 18-34.
Walchli, S. B. (2007). The effects of between-partner congruity on consumer evaluation of co-branded products, Psychology & Marketing, 24 (11), 947-973.
Waller, Rob, Delin & Judy, (2003). Cooperative brands: The importance of customer information for service brands, Design Management Journal, 14 (4), 63-69.
Yadav, M. S., (1994). How buyers evaluate product bundles: A model of anchoring and adjustment, Journal of Consumer Research, 21, 342-353. |
| Description: | 碩士
國立政治大學
企業管理研究所
100355010
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100355010 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
