THE EFFECT OF BRAND ALLIANCE AND BRAND EQUITY ON CONSUMER PURCHASE INTENTION: USING PROMOTION AS A MODERATOR

• Main Authors: Ya-wen Chen, 陳雅文
• Other Authors: Yung-kuei Liang
• Format: Others
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/36464224132188435182

碩士 === 大同大學 === 事業經營學系(所) === 99 === Global market expands constantly, but economical power lay on some big corporations and small corporations only can fight with others alone. If the small corporations corporate with each other, they can find the survival way under the competitive environment. Hence, more and more corporations start corporation with their alliance. There are many ways of corporation, and brand alliance is one of the most common marketing strategies corporations adopt. This study further understands the related issues through empirical methods and intends to provide references to real society on what kind of ways of alliance and promotion is more successful under the brand alliance. This study uses SPSS 14 to conduct data analysis and to examine whether the study is supported or not. The method of statistical analysis include descriptive statistics analysis、reliability analysis、Pearson correlation analysis、multi-collinearity analysis and variance analysis. Corporations choose the ways of brand alliance have a variety of objectives. This study uses co-branding and ingredient brand. We find ingredient brand is more successful than co-branding because the willingness of consumers are higher. If corporations would like the brand alliance, they can try the brand alliance based on the ingredient. From the conclusions, we can find that before alliance, brand equity has a significant effect on willingness of consumers under promotion situation. After alliance, brand equity has no significant effect on willingness of consumers under promotion situation, it means brand alliance has no effect on willingness of consumers, so brand alliance corporations can find other ways to increase willingness of consumers.