| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 96 === Co-branding marketing has been increasingly used as the competition in the industry, since this type of brand alliance would bring more competitive advantages to both of the company employing this activity. In this study, we focus on two types of co-branding, cooperative co-branding and ingredient co-branding, and discussed the relationships and interactions between types of co-branding, perception toward brand fit variables, consumer’s attitude toward co-brand image and purchase intention by using adapted examples of NIKE as primary brand. Also, we explored the mediating effect of a contingency factor, brand placement in promotion activity, on the level of perception toward brand fit variables. And the result of our research elaborated the significance of the causal interactions between types of co-branding and perception toward brand fit variables, between brand fit variables and consumer’s attitude toward co-brand image. There is also a significant mediating effect of brand placement on the variables of brand fit. And the result of our research constructed a clearer and more integrated framework of evaluating the effectiveness of co-branding.
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