聯名合作對奢侈品牌與快時尚品牌消費者態度與行為影響研究

隨著全球時尚零售市場競爭加劇，為了吸引大眾與媒體的注意力，越來越多奢侈品牌開始尋求與快時尚品牌合作推出聯名產品。而過去針對聯名品牌的研究主要為探討聯名成功的要素，鮮少探討聯名後消費者對雙方品牌之反應。因此，本研究以學者Mona Mrad等人之研究為基礎，研究不同等級的奢侈品牌與不同品質的快時尚品牌聯名合作，消費者對於雙方品牌之（1）自我表現（2）品牌知覺（3）購買意願（4）口碑以及（5）消費者參與之五個構面的影響。本研究以象徵論為基礎，將奢侈品牌分為易獲得與不易獲得兩類，並依據消費者知覺品質將快時尚品牌分為品質優與劣兩類，設計2（奢侈品牌之易獲得、不易獲得）x2（快時尚品牌品質優、劣）的實驗設計，共發放四組實驗組問卷以及四組對照組問卷。採用便利抽樣的方式針對具有正職工作者隨機發放問卷，回收有效問卷共176份。經統計分析發現，聯名合作對於不易獲得之奢侈品牌之自我表現、品牌知覺、購買意願與口碑傳遞皆會產生負面的影響。研究更進一步發現，與品質差的快時尚品牌合作，會對奢侈品牌之品牌知覺產生負面影響。另外一方面，透過與奢侈品牌合作，快時尚品牌自我表現能力得到提升，快時尚不再僅只有滿足消費者功能性的利益，亦能夠滿足消費者象徵性利益。研究也發現當快時尚品牌品質劣時，與不易獲得的奢侈品牌合作對快時尚品牌消費者態度與行為所帶來的正向回饋效果顯著大於與易獲得之奢侈品牌合作。此外，本研究也進一步探討聯名產品之功過歸屬，研究結果顯示，當聯名產品有正向表現時，消費者會傾向將功勞歸於奢侈品牌，而當聯名產品表現為負向時，消費者的表現較中性，並沒有將表現不佳的責任歸咎於奢侈品牌或是快時尚品牌。

關鍵字

奢侈品牌；快時尚品牌；品牌聯名；象徵論；知覺品質；回饋效果

並列摘要

As competition in the global fashion retail market intensifies, more and more luxury brands have begun to seek cooperation with fast fashion brands in order to attract the attention of the public and the media. In the past, the research on co-branding between luxury and fast-fashion brands was mainly to discuss the factors of the success of co-branding, but there were rare researches to discuss the reactions of consumers to the luxury and fast-fashion brands after cooperation. Therefore, this study bases on the research from scholar Mona Mrad to explore the joint cooperation between different levels of luxury brands and different quality fast-fashion brands how to affect consumers' (1) self-expression (2) brand perception (3) purchase intention (4) ) Word of mouth and (5) consumer engagement to the both brands. Through an experimental design of 2（high/low availability of luxury brand）x 2（good/bad quality of fast-fashion brand）, this research is targeted at people who have a full-time job and use convenient sampling and randomly distributing eight groups of questionnaires including four experimental groups and four control groups, a total 176 valid samples was collected. After data analysis, co-branding with fast-fashion brand will have a negative impact on the self-expression, brand perception, purchase intention and word-of-mouth communication to low availability of luxury brand. The study further found that cooperation with bad quality fast-fashion brand will have a negative impact on luxury brand perception. On the other hand, by cooperating with luxury brands, the self-expression ability of fast fashion brands has been improved. Fast fashion is no longer only satisfying consumers functional-oriented needs, but also satisfying symbolic-oriented needs. It is also found that when the quality of fast fashion brands is bad, cooperation with low availability luxury brands has a positive feedback effect on consumer attitudes and behaviors of fast fashion brands, which is significantly greater than cooperation with high availability luxury brands. In addition, this study also further explores the attribution of merits and demerits of co-branded products. The results show that consumers tend to attribute the credit to luxury brands when the co-branded products have positive performance, while when the co-branded products show negative performance, consumers' attitude is neutral, and do not blame luxury brands or fast fashion brands for poor performance.