功能互補性品牌聯盟中鑲嵌品牌之外溢效果

The Spillover Effect of the Nested Brand in Functionally Complementary Brand Alliances

顧萱萱(Hsuan-Hsuan Ku)

《臺大管理論叢》 12卷1期 (2001/12) Pp. 171-202

https://doi.org/10.6226/NTURM2001.12.1.171

摘要

本研究以功能互補性品牌聯盟為對象，探討配備產品與配備品牌特性對核心產品產生的外溢影響效果。研究採受試者問實驗設計，操弄配備產品知覺價值、配備品牌權益強勢程度，以及配備品牌聯盟頻次，依變項則為消費者對核心產品保留價格、態度評估的改變幅度。結果發現，配備品牌權益強度對保留價格變化量與態度評估變化量產生顯著的正向影響，且與配備產品知覺價值問出現顯著交互作用，影響保留價格變化量；態度評估變化量方面，則在配備品牌權益強度與配備品牌聯盟頻次問存有交互作用效果，當配備品牌聯盟頻次多時，配備品牌權益強度對態度評估有顯著影響。

關鍵字

功能互補性品牌聯盟 ； 鑲嵌品牌 ； 外溢效果

並列摘要

This study focuses on the subject of functionally complementary brand alliances and explores the spillover effects of the perceived value of ingredient product, ingredient brand equity, and frequency of ingredient brand nested in other brand alliances on the evaluation of functionally complementary brand alliances. Using between-subject experimental design, key findings are as follows: (1) treating reservation price as dependent variable, ingredient brand equity has main spillover effects, and interaction effects with the perceived value of ingredient product; (2) ingredient brand equity and the perceived value of ingredient product result in attitude change significantly. Ingredient brand equity and frequency of ingredient brand nested in other brand alliances has interaction effects on spillover effect of attitude change.

並列關鍵字

functionally complementary brand alliances ； nested brand ； spillover effect

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