| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === Few past researches focus on how private brands in alliance with ingredient brands enhance consumer product evaluation, such as perceived quality or product performance. This research explores how the source credibility and source attractiveness of ingredient brand increases perceived quality of a private brand.
A 4(credibility: trustworthiness (high, low), expertness (high, low) ×2 (attractiveness: consistency of benefit, inconsistency of benefit) factorial experiment design was employed to test the source credibility model. The result shows that different sources credibility have significant effects on perceived quality, particularly high trustworthiness and high expertness gives high impact on perceived quality. However, different source attractiveness does not affect the host brand’s perceived quality whereas the attractiveness effect of experimental group on perceived quality is significantly higher than that of the control group.
The findings suggest that brand managers must examine an ingredient brand’s trustworthiness and expertness that is perceived by target customers before apply to such a strategy. In addition, managers of host brand may set up a co-promotion program with those of ingredient brand to effectively communication source credibility and attractiveness to customers.
|
|---|
