品牌認知、來源可信度對聯合品牌態度與品牌信任影響之研究—以服飾品牌為例

近年社群媒體發展迅速，網路行銷已成為新趨勢，以往大多為兩個品牌之間合作的聯合品牌，也開始轉為與著名且具有影響力的網路紅人或意見領袖合作推出新產品。而影響力行銷若要持久經營且提升品牌聯名成效，須理解消費者對意見領袖或網路紅人的看法，以及進而對聯合品牌或產品產生的態度，才能達到品牌聯名的最佳效果。因此本研究探討消費者對於品牌的認知以及對時尚意見領袖的可信程度，是否會影響對聯合品牌的態度與品牌信任。本研究選定台灣時尚意見領袖與服飾品牌的聯名作為範例，採用網路問卷調查法，研究對象為15至35歲且曾經看過任何意見領袖聯名產品的消費者，共回收531份有效問卷。本研究採用敘述統計分析、信效度分析與結構方程式之最小平方法PLS。研究結果顯示，消費者對於品牌認知與時尚意見領袖可信度，對聯合品牌態度及品牌信任皆有顯著正向關係。本研究之發現，可提供服飾品牌業者未來以聯名形式做行銷時的參考。

關鍵字

品牌認知；來源可信度；聯合品牌態度；品牌信任

並列摘要

Social media has developed rapidly in recent years, and online marketing has become a new trend. In the past, most of them were co-brands that cooperated between two brands. But now, they started to cooperate with Key Opinion Leader or Internet Celebrity in new products. For Influencer Marketing to last long and improve the effectiveness of co-branding, the brand should understand consumer's attitude to the opinion leaders or Internet celebrities, and then the attitudes they have towards co-branding or products, to achieve the best results of co-branding. Therefore, this study explores that consumers' brand awareness and their credibility with fashion opinion leaders will affect their attitudes towards co-brand and brand trust. This study selected the co-brand of Taiwan's fashion opinion leaders and clothing brands as an example. Using online questionnaires, the research object was consumers aged 15 to 35 who had seen any of the opinion leader's co-branded products. A total of 531 valid questionnaires were collected. This study uses Partial Least Square, PLS, to analyze data. The research results show that consumers have a significant positive relationship with brand awareness and source credibility, co-brand attitudes, and brand trust. The findings of this study can provide some information for the apparel brand which to use co-branding for marketing in the future.

並列關鍵字

Brand awareness ； source credibility ； brand trust ； attitude towards co-brand

國際替代計量

品牌認知、來源可信度對聯合品牌態度與品牌信任影響之研究—以服飾品牌為例

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