The Relationship Between the Perceived Fit and the Attitude Toward Co-brand: The Moderating Role of Cognitive Demand
碩士 === 中國文化大學 === 國際貿易學系 === 100 === The main purpose of this study is to explore the moderating effect of need for cognition on the relationship between perceived fit and attitude toward the co-brand. The study used the experimental research including a pretest and final experiment, and fictitious...
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| Format: | Others |
| Language: | zh-TW |
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2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/37971070452614518751 |
| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 100 === The main purpose of this study is to explore the moderating effect of need for cognition on the relationship between perceived fit and attitude toward the co-brand. The study used the experimental research including a pretest and final experiment, and fictitious sports drink of fresh juice as the co-branded product. The purpose of pretest is to select core brands and co-brand product. The experiment was 3 (fresh juice brands) × 3(sports drink brands) between-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 30 college students. The data were provided by 270 students. The result reveals that perceived fit positively affects attitude toward the co-brand. Moreover, the personal characteristics such as need for cognition moderate the above mentioned relationship. Compare to consumers with higher need for cognition, perceived fit more positively affects attitude toward the co-brand for the consumers with lower need for cognition. This study discusses the implication for the theory and practices, and suggestions for the future study.
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