品牌聯盟效果與研究：信號理論的再驗證

A study of brand alliance effect：Revalidation of signal theory

曾友正(Yu-Cheng Jseng)

指導教授 ： 葉敬軒

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2018年)

摘要

本研究探討在高、低品牌知名度的品牌聯盟情境下，信號傳遞理論是否存在背書假說及降低風險假說，並比較兩種假說的影響效果。本研究以消費電子產業為分析背景，探討高知名品牌Apple（智慧型手機）與低知名品牌XTREME（智能運動手錶）的品牌聯盟效果之研究。根據185個有效樣本的實證結果顯示，高知名品牌的可信度與低知名品牌的產品效能之間為正向相關，且低知名品牌的產品效能與低知名品牌的品牌態度之間為正向相關，背書假說獲得支持。此外，高知名品牌的可信度與低知名品牌的可靠度為正向相關，低知名品牌的可靠度與低知名品牌的認知風險為負向相關，且低知名品牌的認知風險與低知名品牌的品牌態度為負向相關，降低風險假說獲得支持。進一步比較兩個假說的聯盟效果影響，結果證實降低風險效果高於背書效果。作為後續理論意涵討論並提出實務建議。

關鍵字

品牌聯盟 ； 信號理論 ； 背書假說 ； 降低風險假說 ； 品牌態度

並列摘要

This study explores, in the brand alliance of high-low brand familiarity, whether bounding hypothesis and risk reduction hypothesis exist in the signaling theory, and compares the effects of the two hypotheses. This study was conducted in the consumption electronics industry, and examined the brand alliance effect of high brand familiarity Apple (smartphone) and low brand familiarity XTREME (smartwatch). Based on 185 valid responses, the results indicate that credibility of high brand familiarity is positively related to product performance of low brand familiarity; product performance of low brand familiarity is positively related to brand attitude of low brand familiarity. The bonding hypothesis is supported. Additionally, credibility of high brand familiarity is positively related to product reliability of low brand familiarity; product reliability of low brand familiarity is negatively related to risk perception of low brand familiarity; risk perception of low brand familiarity is negatively related to brand attitude of low brand familiarity. The risk reduction hypothesis is supported. This study discusses the theoretical implications and proposes practical suggestions.

並列關鍵字

Brand alliance ； Signal theory ； Bonding hypothesis ； Risk reduction hypothesis ； Brand attitude

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