共同品牌能成為推銷3C產品的利器嗎？-以手機產品為例

Is Co-Branding an Effective Tool for Promotion of 3C Products?- The Mobile Phone as the Example.

梁基哲(Chi-Che Liang)

指導教授 ： 陳悅琴 ； 洪伯毅

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2012年)

摘要

企業使用共同品牌行銷策略來推銷自家的產品。而在這個研究中，研究者希望能夠找出影響消費者購買使用共同品牌行銷策略推銷的產品，進而找出是何動機導致他們有購買意願。在本研究當中使用的變數有：共同品牌契合度、消費者認知價值、消費者認知象徵性形象、消費者購買意願。在本研究當中採用索尼易利信作為消費者的詢問手機品牌，共計發放了三百份問卷在台中市地區，回收之問卷共有兩百零六份為可使用之問卷。研究結果發現消費者的認知價值和認知象徵性形象對於共同品牌契合度都有正向的反應，而消費者的認知價值對於消費者的購買動機是有正向顯著影響的，消對來說消費者的認知象徵性形象對於消費者的購買動機就沒有正向顯著影響。本研究結果希望能提供想要採用共同品牌行銷策略的企業一個對於消費者的認知與喜好的方向參考。

關鍵字

消費者購買動機 ； 共同品牌 ； 消費者認知價值 ； 消費者認知象徵性形象 ； 共同品牌契合度

並列摘要

Co-branding strategy was used by the corporations to improve the consumers’ perceptions toward the co-branding products. In this study, the researcher attempts to figure out what are the main elements that drive consumers’ motivations to buy the co-branding products, in addition to, how consumers take co-branding fit of SonyEricsson toward the variations of consumers’ perceived value and consumers’ perceived symbolic image is also examined, the researcher further compares that consumers’ perceived value or consumers’ perceived symbolic image has a stronger influence toward consumers’ purchase intentions of SonyEricsson mobile phones . In this study, the mobile phone from SonyEricsson is used as the example, and the researcher delivered 300 surveys to the consumers, total 206 surveys were valid to be used., The research results found that consumers’ perceived value and consumers’ perceived symbolic image are both affected by co-branding fit, but consumers’ perceived value will have a positive influence toward consumers’ purchase intentions, and consumers’ perceived symbolic image won’t. The result of this research may provide a reference for the corporations that considering using the co-branding strategy to run the business, to understand how consumers think toward co-branding and what are their purchase behavior to co-branding products.

並列關鍵字

consumers'' purchase intentions ； consumers'' perceived value ； co-branding ； consumers'' perceived symbolic image ； co-branding fit

參考文獻

Alain d''Astous, François Colbert, Marilyne Fournier, (2007) "An experimental investigation of the use of brand extension and co-branding strategies in the arts", Journal of Services Marketing, Vol. 21 Iss: 4, 231 - 240

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