The Influence of Cobranded Ingredient Branding Strategy on Consumers’ Evaluation for Private Label Brand

• Main Authors: Chi-Jen Chen, 陳麒仁
• Other Authors: Paul C. S. Wu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/31727002433332270855

碩士 === 真理大學 === 管理科學研究所 === 93 === Following the introduction of nation wide merchandise stores, the competition on the market is fierce. The competition weapons mainly rely on private label brand (PLB) products and quality improvement. Besides OEM, brand extension and brand association are also the popular strategies used by companies in expanding new markets. In recent years, the discussions concerning brand association has mainly been focused on two well-known national brands. Nevertheless, co-branding between national brands and private label brands should bring forth significant benefits. Therefore, the main aim of this research is to investigate consumers’ evaluation for private label brand products incorporating national brand’s ingredient in cobranded ingredient branding strategy. Secondly, consumers’ product knowledge and brand-quality association are chosen as moderating variables to investigate their influences on the relationships between cobranded ingredient branding strategy and evaluation of private label brand products. The subjects who shopped in the merchandise stores studied were asked to participate in the study, the effective samples are 579. We examine the hypotheses by multiple regression analysis. The results show that cobranded ingredient branding strategy has positive influence on consumers’ evaluation for PLB. Besides, for the personal computer products with higher category risk, consumers’ product knowledge will relent the positive relationships between ingredient branding strategy and consumers’ evaluation for PLB; but for the milk ice cream products with lower risk, the result is not significant. For both products, consumers’ brand-quality association will reinforce the positive relationships between ingredient branding strategy and consumers’ evaluation for PLB.