| Summary: | 近年來，企業開始利用聯合品牌策略、以合作的方式有效提升自身的品牌權益；學術界亦有許多關於聯合品牌的研究，但多專注於產品導向品牌應用該策略的效益，少有以服務導向的聯合品牌為研究對象。本研究從消費者的觀點探討服務業進行聯合品牌策略時，其本身與合作夥伴不同層級的品牌權益組合與聯合品牌服務成效對於企業本身、合作夥伴以及聯合品牌品牌權益的影響。
本研究透過4 x 2準實驗設計的方式進行假說驗證。首先，透過前測篩選出消費者心中最熟悉且兩者之間適配度最高的雞排店與手搖飲料店做為研究情境的素材；進一步操弄四種品牌權益組合（高高、高低、低高與低低）以及聯合品牌的服務成效（成功與失敗），形成八種實驗問卷，共回收257份有效樣本；最後以配對樣本T檢定以及雙因子變異數分析做為研究方法進行資料分析，本研究的研究結果證實：
一、品牌權益組合對於聯合品牌的品牌權益具有顯著影響：
當二母品牌皆具高品牌權益時，該聯合品牌品牌權益將低於合作前二母品牌的品牌權益，反之，聯合品牌的品牌權益將比合作前二母品牌都高；當合作前兩母品牌的品牌權益為一高一低時，聯合品牌的品牌權益將介於二者之間。
二、品牌權益組合對於各母品牌有顯著影響：
當企業與具備較高品牌權益的夥伴合作時，該企業的品牌權益將於合作後提升，反之則下降；當兩企業皆具高品牌權益時，合作後二者品牌權益皆會下降，反之，合作後兩者的品牌權益皆會上升。
三、聯合品牌服務成效對於各母品牌與聯合品牌的品牌權益有顯著的正向效果。
四、品牌權益組合與聯合品牌服務成效之間不具備交互效果。
=== Recently, the companies start utilizing the co-branding strategy to efficiently enhance their brand equity. This concept also appear on the academic paper, which focus on most product-intention brands but seldom service-intention ones. This research is to clarify the effects of brand equity mixes and service effects to the mother brands and the co-brand after the co-branding strategy in the aspect of consumers.
This research examines the hyposises by 4 x 2 quasi-experiment design. First, after executing the pre-test, this research picked fried-chicken and soft drink stores as the matirials of experiment situation. Then, this research designed 8 versions of questionnaire to manipute 4 brand equity mixes and the service performance of the co-brand. The amount of efficient samples is 257 and the research methods are pair-T test and two-way ANOVA. The research results are:
1. Brand equity mixes have significant effects of the co-brand’s brand equity:
When two mothers’ brand equity is both high, the co-brand will be lower than its mothers; in contrast, when they are both low, it will higher than them. When one mom is high and the other is low, the brand equity of the son will be between the two.
2. Brand equity mixes have significant effects of the mother brand’s brand equity:
When the company co-operate with the one with higher brand equity, its brand equity will rise after co-operating. When both companies are high, they will drop after co-branding; in contrast, when both are low, they will rise.
3. Service performance of the co-brand has significant positive effects to all parties.
4. Brand equity mixes and the service performance of co-brand have no interaction.
|
|---|
