品牌聯盟、品牌權益對消費者購買意願之影響─以促銷情境為干擾變數

THE EFFECT OF BRAND ALLIANCE AND BRAND EQUITY ON CONSUMER PURCHASE INTENTION: USING PROMOTION AS A MODERATOR

陳雅文(Ya-wen Chen)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

全球市場不斷擴大，但有影響力的品牌往往只落在幾個大企業中，而名不見經傳的品牌，若只憑藉自己的力量想要闖出一片天是很困難的。此時，小品牌間若透過彼此合作，便可以在競爭激烈的環境中找到生存之道。因此，越來越多企業開始以聯盟方式合作，而合作有很多種方式，品牌聯盟正是近代以來企業常用的行銷策略之一，本研究透過品牌聯盟策略，更進一步了解品牌聯盟之相關議題，並詴圖提供給實務界參考，何種聯盟方式及在何種促銷情境下所進行的品牌聯盟較為成功。
本研究使用SPSS 14 統計軟體執行資料分析，用來檢驗本研究觀念架構是否成立。企業選擇品牌聯盟的方式有各種不同的目的，本研究以聯合品牌和成份品牌作為探討，研究結果發現，成份品牌較聯合品牌成功，因為消費者的購買意願較高，若是企業要品牌聯盟不妨可詴詴以成份為品牌聯盟的依據。在聯盟前，促銷情境干擾下，品牌權益會對消費者購買意願有顯著的影響，且限量比限時的效果好。但在聯盟後，促銷情境干擾下，品牌權益對消費者購買意願沒有顯著的影響，代表品牌聯盟使用促銷情境並不會影響消費者的購買意願，所以品牌聯盟企業可找尋其他方法來增加購買意願。

關鍵字

促銷情境 ； 品牌權益 ； 品牌聯盟

並列摘要

Global market expands constantly, but economical power lay on some big corporations and small corporations only can fight with others alone. If the small corporations corporate with each other, they can find the survival way under the competitive environment. Hence, more and more corporations start corporation with their alliance. There are many ways of corporation, and brand alliance is one of the most common marketing strategies corporations adopt. This study further understands the related issues through empirical methods and intends to provide references to real society on what kind of ways of alliance and promotion is more successful under the brand alliance.
This study uses SPSS 14 to conduct data analysis and to examine whether the study is supported or not. The method of statistical analysis include descriptive statistics analysis、reliability analysis、Pearson correlation analysis、multi-collinearity analysis and variance analysis.
Corporations choose the ways of brand alliance have a variety of objectives. This study uses co-branding and ingredient brand. We find ingredient brand is more successful than co-branding because the willingness of consumers are higher. If corporations would like the brand alliance, they can try the brand alliance based on the ingredient.
From the conclusions, we can find that before alliance, brand equity has a
significant effect on willingness of consumers under promotion situation. After
alliance, brand equity has no significant effect on willingness of consumers under promotion situation, it means brand alliance has no effect on willingness of consumers, so brand alliance corporations can find other ways to increase willingness of consumers.

並列關鍵字

brand alliance ； promotion situation ； brand equity

參考文獻

黃文星，「企業贊助活動對企業品牌權益影響之研究-以兄弟象棒球隊為例」，朝陽商管評論，第6期，(2007)：25-46。

張湘梅，「促銷方式、促消情境對消費者購買意願的影響-電視購物、網路購物干擾效果之探討 」，大同大學事業經營研究所未出版碩士論文，(2005)：39-48。

黃家蔚，「促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響」，國立成功大學企業管理研究所未出版碩士論文， (2004)：38-45。

Aaker, D. A., “Measuring Brand Equity Across Products and Markets”, California Management Review, 38 (3), (1996): 2-120.

Aaker, D. A., Brand Portfolio Strategy, Creating and Sustaining Brand Equity Long Term, New York: Free Press (2004): 20.