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E90022
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008
品牌資產、品牌契合度對聯合品牌延伸產品的評估與原品牌資產的影響以及延伸屬性基礎對此關係之中介影響
The Impact of Brand Equity, Brand Fit and the Moderating Effect of Extension-attribute-base on the Evaluations of Co-branding Products and the Original Brand Equity
1.賴孟寬
1.Meng-kuan Lai
1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
001,002,003,004
1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2001-08-01
A.14 計畫執行期間(訖):2002-07-31
2002-05-012002-05-31
A.16 收到日期:2002-10-17
2
工作職場上的社會人士

1

265


265
004
01
C.2 聯絡日期:2002-10-18
2
1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
1
C.7 資料公開日期:2007-08-01
2
008
2
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1
1
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3
001
1,2
1.延伸產品評價
2.延伸屬性基礎
3.品牌契合度
4.品牌資產
5.聯合品牌
1.Brand Equity
2.Brand Fit
3.Co-branding
4.Evaluation on Co-branding Product
5.Extension-attribute-base
 面對日益激烈的市場競爭以及多變的消費者偏好,廠商莫不竭盡腦汁地開發新產品,期望能滿足消費者的需求,吸引消費者的青睞,達成企業成長的目標;並且投 資大量的資源塑造品牌,因為在面對市場上眾多的資訊與產品時,品牌具有促進(facilitating)消費者的決策過程,並使其更有效率 (effectiveness)的功能(Doyle, 1990)。本研究主要在研究品牌聯盟(brand alliances)時,雙方的品牌資產與契合度對聯合品牌(co-branding或composite branding)的延伸產品的評價與購買意願的影響,以及其結果對聯盟雙方的影響,亦探討延伸產品的屬性基礎對聯合品牌延伸產品評價及購買意願的中介影 響。

As a result of increasing market competition and variety of consumer preferences, marketers engage in new product development as well as branding activities to stay competitive. Brands facilitate consumer decision process and make them more effective (Doyle, 1990). The primary purpose of this study is to investigate the impact of brand equity and brand fit on the evaluation of co-branding product, purchase intention and original brand equity. In addition, the moderating effect of extension-attribute-base on the relationship among brand equity, brand fit, evaluation on co-branding products, purchase intention and original brand equity is also addressed in this study.

D.16 完成檢誤日期:2004-08-16
D.17 預定釋出日期:2007-08-01
D.18 初次釋出日期:2007-08-01
D.19_1 最新版釋出日期:2007-08-01
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10.6141/TW-SRDA-E90022-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E90022
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