跨界聯名對品牌價值之影響：以氣泡水為例

The Impact of Brand Crossover:A Case of Sparkling Water

陳雅雯(Chen Ya-Wen)

指導教授 ： 林孟彥

國立臺灣師範大學/管理學院/國際時尚高階管理碩士在職專班/碩士(2019年)

https://doi.org/10.6345/THE.NTNU.GFEMBA.003.2019.F08

摘要

本研究主要運用市場資訊蒐集，以及曾經實際操作過氣泡水聯名合作品牌代表之深度訪談，探討品牌在進行跨界聯名合作之前的考量要素，與跨界聯名合作之後對品牌的影響。

在文獻探討部份，提出了跨界聯名最大宗之服裝業與精品業合作現況與成敗分析，並進一步分析各家聯名合作的創新模式與其市場的反應。再根據氣泡水聯名合作品牌代表之訪談結果，為市場有意進行聯名合作的品牌作為實務的案例參考。

關鍵字

聯名訂製 ； 品牌結盟 ； 異業合作 ； 客製化服務 ； 跨界合作 ； 氣泡水

並列摘要

This research mainly uses market information collection, as well as in-depth interviews with representatives of the co-brands who have actually operated the sparkling water, to explore the considerations of the brand before the crossover joint cooperation, and the influence of the brand after the crossover joint cooperation.

In the literature discussion part, the paper analyzes the current situation and success/failure analysis of the cooperation between the major crossover events of fashion and luxury industry, and further analyzes the innovation model of each joint cooperation and its reaction among the market. Using the interview method to gain an in-depth understanding of the process and experience sharing of the crossover joint cooperation of sparkling water as a practical case study for the reference of the industries.

並列關鍵字

Joint customization ； Brand cooperation ； Brand collaboration ； Joint promotion ； Customized service ； Crossover ； Sparkling Water

參考文獻

AQUAGENx金馬55屆聯名訂製氣泡水. (2018). Retrieved from https://www.aquagen-life.com/TW/ProductList/aqua_goods_detail.php?goods_id=301

HEAVENRAVEN. (2016). HR議題 聯名搞得天天有 消費者厭倦了嗎. Retrieved from https://www.heavenraven.com/fahsion-talk/6223.html MBM. (2016年5月1日). 以一雙注定失敗的聯名籃球鞋看教父. MIXFIT.

Mohan, K. E. V. M. (2016). Corporate brand effects in brand alliances. Journal of Business Research, 69, pp. 4177-4184.

Vianne. (2009年10月15日). Paul SmithＸEvian　彩條瓶裝水清新登場！. 癮科技.

Wu, J. H. H. H. W. (2018). Influence of interfirm brand values congruence on relationship qualities in B2B contexts. Industrial Marketing Management, 72, pp. 161-173.