| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 97 === Co-branding is a popular differentiation and brand extension strategy employed by many today’s leading brands（Mongga and Lau-Gesk）.This phenomenon can be found obviously in the mobile phone industry. Existing co-branding research indicates that “fitness” is one of the major factor to influence co-brand evaluation. We divided “fitness” into five variables, including “brand personality fitness”, “production image fitness”,” the fitness of leading brand to co-branding production” , ”the fitness of partner brand to co-branding production” and “total fitness”, then we examine the relation between these fitness and co-brand evaluation. Especially we follow in Mongga and Lau-Desk’s footsteps, explore the influence of” self-construal” and “self-complexity” on co-branding evolution.
This study including three pre-tests and two experiments, and we chose 240 university students as our participants. Experiments 1 investigates 2(self prime: independent, dependent)��2(co-brand personality: single, double) experimental design. Experiment 2 conducts 2(self-referencing: low, high)��2(co-brand personality: single, double) experimental design. Our research sifts Moto brand as leading brand, and Nike brand as partner brand from three pre-tests. Then we expose the simulating co-brand “Moto-Nike” to 240 university students by plane advertisement.
We can conclude three results from these two experiments .The positive relation between these five fitnesses and co-brand evaluation is significant. When the independent self was primed, participants evaluated the double personality more favorable than double; when dependent self was primed, participants evaluated the single personality more favorable than double. Finally, the analysis shows that activation self referencing can’t significantly effect co-brand evaluation.
Key words: self construal, self complexity, fitness, brand evaluation
|
|---|
