The Research of the Influence Hair Salon Strategic Alliance Types and Fit on Consumers' Brand Image and Brand Identity

• Main Authors: CHIU,WAN-SHENG, 邱琬升
• Other Authors: LIAW,GOU-FONG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/27531443054384211619

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === Hairdressing industry put emphasis on techniques during the Japanese occupation. Nowadays, in addition to its fundamental expertise, the hair dressing industry also has the core service value showing the brand's presence to survive in the market. In this competitive environment, many service industries adopt strategic alliance with other businesses, to create a win-win situation. Strategic alliance is also a solution to modern enterprises to further develop and breakthrough their bottlenecks. There is no related research on hair salon implementing strategic alliances. Therefore, this study is to discuss (1) the influence on brand image and brand identity degree after hair salon stores (high or low reputation) adopt strategic alliances (competitive or complementary), and (2) the impact of high or low fitness between strategic alliances has on brand image and brand identity in order to realize how to make hair salon more competitive. This study adopted questionnaire survey to acquire samples through sampling. The subjects were based on men and women between 20 to 50 in Taipei and New Taipei city. The result indicates that there is no significant enhancement on the brand image and brand identity degree after high-profile hair salon stores implement strategic alliances. Also, it is better for brand image and brand identity degree when implementing complementary strategic alliances than implementing competitive ones. Besides, the effect of the strategic alliances between low-profile hair salon stores and complementary businesses is more beneficial than that between high-profile hair salon stores and complementary businesses. In sum, we can learn from the research that increasing the competitiveness of hair salon stores mainly lies in promoting the brand identity. In addition, there is a significant enhancement in brand image and brand identity degree if implementing strategic alliances with better fitness.