The Study of Brand Experience and Co-branding Strategy

• Main Authors: Han-Chien Hsu, 許涵茜
• Other Authors: Christine Chou
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/53425934438033676328

碩士 === 國立東華大學 === 國際企業學系 === 99 === This paper examines consumer evaluation of co-branding strategies which involves brand experience as key elements in marketing context. Co-branding described as the pairing of two or more brands to form an independent or unique product from parent brands. Most research of co-branding found two different levels of brand quality or brand awareness (higher awareness or lower awareness) cooperation can benefits to original brands because consumer will use higher quality brand as a judgment cue. This paper offers the other variables which are also important in marketing context, brand experience. We examine two positive brand experience with strong brand experience (LV) and weak brand experience (Motorola) in customer’s mind. Data was gathered from 260 respondents with qualitative findings in order to find a relationship between brand experience and consumer purchase intention of co-branding strategies. The results show consumer who has higher co-branding experience (positive experience) than parent brand-LV and Motorola. When consumer have higher positive brand experience, their brand attitude of co-branding will be more positive. Thus, two different level of brand experience cooperation can enhance consumer’s purchase intention through co-branding attitude.