國際品牌授權效果之研究

Evaluation of Licensed Brands in Foreign Markets

于卓民(Chwo-Ming Joseph Yu) ； 巫立宇(Lei-Yu Wu) ； 邱纓琇(Ying-Hsiu Chiu)

《台灣管理學刊》 1卷1期 (2001/08) Pp. 101-124

https://doi.org/10.6295/TAMJ.2001.0101.07

摘要

有關企業極大化品牌權益方面的研究，過去多著重於品牌延伸的課題，探討影響消費者評估品牌延伸產品的因素、品牌延伸的優缺點等。有鑑於企業全球化的趨勢，國際知名品牌常採用品牌授權方式跨入國際市場，因此本研究著重於國際品牌授權的課題，探討：(1)影響消費者對品牌授權產品的評估因素；(2)採用品牌授權對原品牌權益的影響。本研究發現，消費者對原品牌的認知與評價、產品特徵相似性、品牌概念一致性、被授權廠商之產銷能力、授權之產品知識，皆會影響消費者對國際品牌授權產品的評估。而消費者對品牌授權產品的接受程度也會影響其對原品牌的評價。

關鍵字

品牌權益 ； 品牌延伸 ； 國際品牌授權

並列摘要

Researchers have extensively examined the factors affecting brand extension and the benefits and costs of brand extension. As the world markets become globalization, brand licensing has been adopted by name brand firms to exploit their brand equity in foreign markets. In light of this development, to enhance our understanding of brand licensing, this paper investigates two issues related to international brand licensing, namely, factors influencing consumers' evaluation of licensed products and the impact of brand licensing on brand equity of the original brands. Through experimental design with college students, the findings suggest the following factors do affect the evaluation of licensed products in foreign markets: consumers' perception and evaluation of original brands, product feature similarity, brand concept consistency, the production and marketing capabilities of the licensed firms and product knowledge. We further confirm that international brand licensing impacting upon brand equity of the original brands. The implications to managers are also discussed at the end of the paper.

並列關鍵字

Brand equity ； Brand extension ； International brand licensing