| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 104 === In recent years, the practice of co-branding has attracted a large number of scholars and practitioners. While the body of work is growing, an underlying framework and common arrangement are still lacking. Thus, research is directed and fragmented with much attention paid to the interplay of the involved brands and their evaluation by customers, in effort to uncover their perceptions and purchase intentions of these brand extensions. What does become clear from previous work is that co-branding apparently constitutes a combination of strategic alliance and brand extension. Accordingly, in this paper a framework for co-branding is suggested based on theoretical discussion of brand extensions and strategic alliances. The study reveals where in co-branding concepts and ideas from each of the other theories can be applied. Suggestions for practitioners are made to support initializing and managing brand alliances in an appropriate way more specifically in the luxury fashion brands. Furthermore, the study also offers managers areas in which further research seems necessary to yield a more comprehensive picture on brand alliances. Co-branding is defined, in different forms of brand alliances, classified as either symbolic or physical alliances.
The research was conducted in the Taiwanese population, wherein 8 questionnaires, each with different hypothetical brand alliances and they were distributed through social media and emails. The final respondents for this research were 249 responses. The study consisted of four luxury fashion brands; Gucci, Michael Kors, Prada and Ralph Lauren which were the focus of this study. Hypothetical brand alliances were formulated and these luxury fashion brands were partnered with two mass fashion retailer; Zara and Forever 21 and two automobile brands; BMW and Kia. The collected data was used for statistical analysis, computed, and analyzed through SPSS, Descriptive statistics, Cronbach’s alpha analysis, KMO analysis and correlations through LISREL.
The findings of the research were as follows,; (1) Taiwanese people are more receptive to cobranding, provided the brand images are of complementary nature, which has a very strong influence on their attitude towards the brand alliance. (2) Brand knowledge and brand personality has minimal effect in influencing consumer attitudes towards the brand alliance. (3) Taiwanese people have strong intentions to purchase the cobranded products as long as they meet their point of need, which can be symbolic or functional value with much consideration that, perceived brand fit and attitude have major impact in influencing their purchase intentions.
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