聯名行銷策略對品牌價值影響-以某知名蛋糕品牌為例

本研究目的以知名蛋糕品牌亞尼克為例，主要目的在於探討消費者對於品牌進行聯名行銷後的態度，以及聯名行銷策略對於消費者而言，是否具有提升品牌忠誠、品牌知曉、知覺品質、品牌聯想等正向影響，亦即對於品牌價值的影響。在經過文獻的蒐集與整理之後，本研究主要以Aaker於1991年的品牌權益理論為出發點，來探討品牌的價值，包含品牌忠誠、品牌知曉、知覺品質、品牌聯想等。本研究之研究方法以調查問卷為研究工具，並採用採用李克特(Likert)五點尺度量表來衡量填答者對於問項之同意程度。目標族群鎖定在年齡介於20~65歲具有自主消費能力，知曉且接觸過聯名品牌與商品之一般民眾，透過LINE、Facebook、Instagram等社群媒體平台進行問卷訪問，並以IBM SPSS軟體作為統計分析之研究工具。本研究經扣除填寫無效問卷之後，共計回收200份有效問卷，而研究結果顯示，消費者對於亞尼克品牌的聯名行為持有正向的態度，且持有正向的品牌忠誠、品牌知曉、知覺品質與品牌聯想，同時從聯名行銷行為是否有達到效果的角度來說，消費者對於亞尼克品牌聯名的好感度越高，對於其品牌忠誠度、品牌知曉、知覺品質與品牌聯想具有正向的影響，結果顯示聯名行銷行為對品牌價值而言，無論是品牌忠誠度、品牌知名度、知覺品質或者是加深品牌聯想的效果等，均具有正面且有效的影響。也因此若想要提升品牌價值，本研究結果證實以蛋糕食品業來說，採用聯名作為行銷的手法能為品牌價值帶來的正面助益。

關鍵字

聯名行銷；品牌忠誠；品牌知曉；知覺品質；品牌聯想

並列摘要

The purpose of this research is to take the well-known cake brand Yannick as an example. The main purpose of this study is to explore consumers' attitudes towards the brand after co-branding marketing, and whether the co-branding marketing strategy can enhance brand loyalty, brand awareness, brand effectiveness, and brand awareness for consumers. Lenovo and other positive effects, that is, the impact on brand value. After collecting and sorting out the literature, this research mainly takes Aaker's theory of brand equity in 1991 as the starting point to explore the value of brand, including brand loyalty, brand awareness, brand benefit, brand association and so on. The research method of this study uses the questionnaire as the research tool, and adopts the Likert five-point scale to measure the degree of agreement of the respondents to the questions. The target group is the general public aged between 20 and 65 who have independent consumption ability, know and have contact with co-branded brands and products, and conduct questionnaire interviews through social media platforms such as LINE, Facebook, and Instagram, and use IBM SPSS software as statistics. Analytical research tool. After deducting invalid questionnaires, a total of 200 valid questionnaires were collected. The research results show that consumers have a positive attitude towards Yannick’s co-branding behavior, and they have a positive attitude towards its brand loyalty, brand awareness, brand effectiveness and brand awareness. Lenovo holds a positive attitude. At the same time, from the perspective of whether the co-branded marketing behavior has achieved results, the higher the consumer's favorable impression of the Yannick brand co-branding, the higher its brand loyalty, brand awareness, brand effectiveness and brand association. Positive impact, the results show that co-branded marketing behavior has a positive and effective impact on brand value, whether it is brand loyalty, brand awareness, brand benefit or the effect of deepening brand association. Therefore, if you want to enhance the brand value, the results of this study confirm that in the cake food industry, the use of co-branding as a marketing method can bring positive benefits to the brand value.