Measuring the Spillover Effects of Brand Alliances:with Application to Conjoint Analysis

• Main Authors: Peng-kai Wang, 王鵬凱
• Other Authors: Hsiu-Wen Liu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/81141695340895985458

碩士 === 東吳大學 === 企業管理學系 === 99 === ABSTRACT Brand alliance is a marketing strategy which widely used on the market. An alliance with two different brands may share resources, gain original product's attributions and significance, and help an original brand to leverage associations. Hence consumers would present new evaluations to the brand alliance’s products and shape their preferences in mind. This study combines two brands with co-branding, and according to different identifications how consumers present to a main brand and a subsidiary brand, and gender to be the clustering basis. The aim of this research is to figure out the spillover effect and brand equity in the different market segmentations. Using conjoint analysis, this study collects 464 consumers’ preferences and prices for the four brands, and calculates brand equity, analyzes a main brand’s spillover effect, and then finds out a brand alliance how impacts on its competitions. Research conclusions are as follows. First of all, the effects of a brand alliance influence a main brand and also competition brands, and competition brands even get negative effect may be stronger than main brand’s dilution effect. Secondarily, a main brand would get positive effect from a brand alliance when consumers treat a main brand as low identification, whereas a main brand will get negative spillover effect from a brand alliance when high identification. Further, competition brands’ equity may be impacted the most than else when a main and a subsidiary brands are both high identifications. Thirdly, brand equities are not trade-off between a main brand and competition brands, so there is no relation to one increase the other decrease. Fourth, a brand alliance gets the same spillover effect from gender. But female process information about an alliance that present negative effect stronger than male on competition brands. Keywords: brand alliance、spillover effect、social identity、organization identity、customer-company identification、brand equity、conjoint analysis