| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT
The sale of private brands was increased rapidly in Taiwanese chain stores, but
few past researches focus on how private brands in alliance with ingredient brands
could enhance consumers’ product evaluation. This research aims to investigate the
degree to what extent the source credibility of ingredient brand could affect perceived
quality of a private brand and follows to lead to purchase intenion.
Two factorial experiment designs(2 trustworthiness ×2 consistency of benefit; 2
expertness ×2 consistency of benefit) were employed to test the source credibility
model. In the design, trustworthiness, expertness, and consistency of benefit of source
ingredient brand are conceptualized as the indepent variables,whereas perceived
quality is treated as the mediating variable and purchase intention as the dependent
variable.
The result shows that different sources of trustworthiness and expertness
significantly affect perceived quality, particularly high trustworthiness and high
expertness give high impacts on perceived quality. Furthermore, consistency of benefit
demonstrates higher impact on perceived quality than inconsistency of benefit.
The findings suggest that brand managers must examine an ingredient brand’s
trustworthiness, expertness, and consistency of benefit that could be perceived by
target customers before entering such an alliance. In addition, managers of host brand
may set up a co-promotion program with ingredient brand to effectively communicate
related source credibility to customers.
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