| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === In this paper, we cited regulatory fit theory to investigate how it influenced consumers’ evaluation toward co-brand under the complementary effect and the image-conflict effect (Study 1). Then, we excluded “non-fit” situation and took country-of-origin into account to investigate how consolidations of country-of-origin influenced consumers’ evaluation toward co-brand under the same conditions (Study 2). The results revealed that consumers would produce initial preferences toward co-brand when the secondary brand made them reach “fit” condition. Then, they strengthened positive factors and discounted negative factors through confirmatory reasoning effect. Accordingly, they put high evaluation toward the co-brand significantly. On the other hand, when the primary brand merged with the secondary brand which had a better country-of-origin image, the co-brand would be highly evaluated for both promotion-focused and prevention-focused consumers. However, when the primary brand merged with the secondary brand which had a worse country-of-origin image than the primary one, the co-brand would be highly evaluated for promotion-focused consumers, but not for prevention-focused consumers.
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