The Study of Brand Matching Effect

• Main Authors: Chi-Hua Lin, 林季樺
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/28989950642896671545

碩士 === 國立雲林科技大學 === 企業管理系 === 103 === A number of studies demonstrate that people enjoy such joint consumption experiences more when the products are labeled with the same brand. Although they discussed how brand matching affect the consumer’s decision making, there is no research introduce some variables such as discount, waiting time, free gift, country of origin, country of manufacture and preference toward brand matching effect. In this study, the subjects were aimed at the students in the National Yunlin University of Technology and Science. We adopted the convenience sampling and all subjects were randomly assigned to each questionnaire. This study used between-subject experimental design. There were 6 groups of questionnaire for experimental group. These groups including: (1) Brand matching vs. Non-brand matching with discount (shampoo + conditioner); (2) Brand matching vs. Non-brand matching with waiting time (lotion + facial cream); (3) Brand matching vs. Non-brand matching with free gift (lotion + facial cream); (4) COO vs. Non-COO with discount (power foundation + liquid foundation); (5) COO vs. Non-COO with discount (single lens reflex + lens); (6) Brand matching vs. Non-brand matching with COO and discount (single lens reflex + lens). This study conducts Chi Squire Test analysis to explain the results. The major findings of the research are as follow: Firstly, consumers enjoy complementary products from the same brands more than the different brands although the different brand complementary products offer discount, require no waiting time or provide a free gift. Secondly, consumers will enjoy complementary products from the same country of origin and manufacture more than the different country of origin and manufacture products whether the different country of origin and manufacture products have discount or not. Lastly, consumers will enjoy complementary products from the same brand more than the different brands although the different brand products are come from the same country of origin and manufacture, but the same brand products from another country and have no discount.