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引文資料
題名:
夥伴品牌的品牌延伸契合度對共品牌總體契合度與共品牌評價的影響
書刊名:
行銷評論
作者:
蕭至惠
/
蔡進發
/
沈宗奇
/
葉錦樺
作者(外文):
Hsiao, Chih-hui
/
Tsai, Chin-fa
/
Shen, Chung-chih
/
Yeh, Gin-haw
出版日期:
2011
卷期:
8:1
頁次:
頁1-30
主題關鍵詞:
契合度
;
回饋效果
;
品牌延伸
;
夥伴品牌
;
共品牌
;
Fit
;
Reciprocal effect
;
Brand extension
;
Partner brand
;
Co-brand
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
2
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:
18
點閱:43
本研究依循Uggla腳步,從夥伴品牌的角度出發,藉由操弄夥伴品牌的品牌延伸契合度,探討品牌結盟之後,夥伴品牌後續的品牌延伸策略是否會對總體契合度產生影響,進而影響到消費者對共品牌的評價,以告知領導品牌的品牌管理者,在使用共品牌策略時,須謹慎評估日後共品牌策略可能帶來的負面影響。本研究採單組前後測之實驗方法,以Nike+iPod sport kit做爲共品牌實驗產品,並以夥伴品牌Apple推出遊戲機、洗衣機做爲虛擬延伸標的物,發展出兩種高低品牌延伸契合度的實驗情境,並招募了210位受測者,然後隨機分派於兩種實驗情境中。研究發現:(1)品牌延伸的負向回饋效果除了會影響到消費者對母品牌的態度外,亦會影響到對共品牌的總體契合度,(2)品牌延伸的負向回饋效果的影響力勝於正向回饋效果,(3)本研究也擴展了影響共品牌評價因素的範圍,驗證了在結盟之後夥伴品牌的競爭策略,亦會影響到日後消費者對共品牌的評價,進而凡是有損消費者對夥伴品牌的品牌態度之行爲皆會對消費者的共品牌評價產生影響。
以文找文
This study followed Uggla's research, starting from the perspective of brand partners. After manipulating by brand extension fit of brand partners and discussing the brand alliance, whether the brand extension strategy of the partner brand has impacts on co-brand strategy or not, it will inform the brand manager of the leading brand. When using the co-brand strategy, it must assess the negative influence carefully which the co-brand strategy might bring in the future. We use pre and post test with Nike+iPod sport kit as experimental products and use partner brand-Apple to introduce the launch games or washing machine as hypothetical extensions. We develop two high/low brand extension fit the experimental conditions and collect 210 valid questionnaires by convenience sampling. This study found that the negative reciprocal effect of brand extension will affect the consumer's attitude toward the parent brand and also has impact on the overall fit of co-brand. We also prove the negative reciprocal effect of brand extension influence more than the positive reciprocal effect of brand extension. We also extent the scope of affecting co-brand factor, evaluate the competitive strategy after partner brand alliance will affect the co-brand evaluation of consumers. As well as any partner brand's behavior which breaks the consumer's brand attitude of the co-brand will effect the co-brand evaluation of consumers.
以文找文
期刊論文
1.
Uggla, Henrik(2004)。The Brand Association Base: A Conceptual Model for Strategically Leveraging Partner Brand Equity。Journal of Brand Management,12(2),105-123。
2.
John, Deborah Roedder、Loken, Barbara、Joiner, Christopher(1998)。The Negative Impact of Extensions: Can Flagship Products be Diluted?。Journal of Marketing,62(1),19-32。
3.
Kumar, P.(2005)。Brand counterextensions: The impact of brand extension success versus failure。Journal of Marketing Research,42(2),183-194。
4.
Völckner, Franziska、Sattler, Henrik(2006)。Drivers of Brand Extension Success。Journal of Marketing,70(2),18-34。
5.
Zimmer, M. R.、Bhat, S.(2004)。The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude。Journal of Product & Brand Management,13(1),37-46。
6.
Chang, W.(2008)。A Typology of Co-Branding Strategy: Position and Classification。Journal of American Academy of Business,12(2),220-226。
7.
Kim, C. K.、Lavack, A. M.(1996)。Vertical brand extensions: current research and managerial implications。Journal of Product and Brand Management,5(6),24-37。
8.
Helmig, B.、Huber, J. A.、Leeflang, P. S. H.(2008)。Co-Branding: The State of the Art。Schmalenbach Business Review,60(4),359-377。
9.
Leuthesser, Lance、Kohli, Chiranjeev、Suri, Rajneesh(2003)。2+2=5? A Framework for Using Co-branding to Leverage a Brand。The Journal of Brand Management,11(1),35-47。
10.
Monga, Alokpama B.、Lau-Gesk, Loraine(2007)。Blending Cobrand Personalities: An Examination of the Complex Self。Journal of Marketing Research,44(3),389-400。
11.
Washburn, J. H.、Till, B. D.、Priluck, R.(2004)。Brand alliance and customer-based brand equity effects。Psychology and Marketing,21(7),487-508。
12.
Biswas, Abhijit(1992)。The Moderating Role of Brand Familiarity in Reference Price Perception。Journal of Business Research,25(3),251-262。
13.
Lasser, W.、Mittal, B.、Sharma, A.(1995)。Measuring customer-base brand equity。Journal of Consumer Marketing,12(4),11-20。
14.
Rao, A. R.、Ruekert, R. W.(1994)。Brand alliances as signals of product quality。Sloan Management Review,36(1),87-97。
15.
Klink, Richard R.、Smith, Daniel C.(2001)。Threats to the external validity of brand extension research。Journal of Marketing Research,38(3),326-335。
16.
Czellar, S.(2003)。Consumer Attitude toward Brand Extensions: An Integrative Model and Research Propositions。International Journal of Research in Marketing,20(1),97-115。
17.
Cooke, S.、Ryan, P.(2000)。Brand alliances: From reputation endorsement to collaboration on core competencies。Irish Marketing Review,13(2),36-41。
18.
Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research,35(1),30-42。
19.
Beggan, James K.(1992)。On the Social Nature of Nonsocial Perception: The Mere Ownership Effect。Journal of Personality and Social Psychology,62(2),229-237。
20.
Hartman, Cathy L.、Price, Linda L.、Duncan, Calvin P.(1990)。Consumer Evaluation of Franchise Extension Products: A Categorization Processing Perspective。Advances in Consumer Research,17,120-127。
21.
Loken, Barbara、John, Deborah Roedder(1993)。Diluting brand beliefs: when do brand extension have a negative impact?。Journal of Marketing,57(7),71-84。
22.
Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。
23.
Silverman, G.(1997)。How to Harness the Awesome Power of Word of Mouth?。Direct Marketing,60(7),32-37。
24.
Keller, Kevin Lane、Aaker, David A.(1992)。The Effects of Sequential Introduction of Brand Extensions。Journal of Marketing Research,29(1),35-50。
25.
Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing,54(1),27-41。
26.
Broniarczyk, Susan M.、Alba, Joseph W.(1994)。The importance of the brand in brand extension。Journal of Marketing Research,31(2),214-228。
27.
Park, Choong Whan、Milberg, Sandra、Lawson, Robert(1991)。Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency。Journal of Consumer Research,18(2),185-193。
28.
Freling, Traci H.、Forbes, Lukas P.(2005)。An empirical analysis of the brand personality effect。Journal of Product & Brand Management,14(7),404-413。
29.
Park, C. Whan、Jun, Sung Youl、Shocker, Allan D.(1996)。Composite Branding Alliances: An Investigation of Extension and Feedback Effects。Journal of Marketing Research,33(4),453-466。
30.
于卓民、巫立宇、邱纓琇(20010800)。國際品牌授權效果之研究。臺灣管理學刊,1(1),101-124。
延伸查詢
31.
Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research,17(4),454-462。
會議論文
1.
蕭至惠、郭依儒、蔡進發(2009)。自我建構與自我複雜度對共品牌評價的影響。台北:台灣大學。
延伸查詢
學位論文
1.
張茂嵩(2003)。契合度與產品知識對品牌策略效果之影響(碩士論文)。國立政治大學。
延伸查詢
圖書
1.
Hawkins, D.、Best, R.、Coney, K.(2004)。Consumer Behaviour: Building Marketing Strategy。McGraw Hill。
2.
Gopalakrishnan, P.(2007)。Brand Alliances: New Models of Networking。India:The ICFAI University Press。
3.
Knauer, V.(1992)。Increasing Customer Satisfaction。Pueblo, CO:United States Office of Consumer Affairs。
其他
1.
Doshi, G.(2007)。Co-branding。
2.
Keller, K. L.(2008)。Strategic Brand Management。
3.
Freling, T. H., & Forbes L. P.(2005)。An Examination of Brand Personality Through Methodological Triangulation。
4.
陳欣怡(2000)。品牌個性契合度對品牌聯盟成效之影響。
延伸查詢
5.
James, D. O., Lyman, M., & Foreman, S. K.(2006)。Does the Tail Wag the Dog? Brand Personality in Brand Alliance Evaluation。
6.
Tauber, E. M.(1981)。Brand Franchise Extensions: New Products Benefit from Extension Brand Name。
7.
Romeo, J. B.(1991)。The Effect of Negative Impact of Extensions: Can Flagship Products be Diluted?。
8.
Doyle, J. J. & Doyle, J. L.(1990)。A Rapid Total DNA Preparation Procedure for Fresh Plant Tissue。
9.
Kim, C. K., Lavack, A. M., & Smith, M. J.(2001)。Consumer Evaluation of Vertical Brand Extensions and Core Brands。
10.
Smith, D. C.(1992)。Brand Extension and Advertising Efficiency: What Can and Cannot be Expected。
11.
陳姿君(2003)。品牌延伸對母品牌反饋效果影響因素之研究。
延伸查詢
12.
李雅靖、施凱瑜(2006)。媒體品牌優勢與延伸契合度對母品牌態度之回饋效果。
延伸查詢
13.
潘瑞君(2008)。品牌向前延伸與向後延伸對母品牌回饋效果的影響:以星巴克與伯朗咖啡為例。
延伸查詢
14.
Edelman, D.(2003)。How to Conduct Successful Brand Extensions。
15.
Van Osselaer, S. M. J. & Alba, J. W.(2003)。Locus of Equity and Brand Extension。
16.
羅群倫(2005)。3C產品購物狂之手段--目標鏈結模式探討之研究。
延伸查詢
17.
Besharat, A.(2010)。How Co-Branding Versus Brand Extensions Drive Consumers' Evaluations of New Products: A Brand Equity Approach。
18.
Voss, K. & Gammoh, B. S.(2004)。Building Brands through Brand Alliances: Does A Second Ally Help?。
圖書論文
1.
Beezy, Miriam(2007)。Co-Branding: A Popular Form of Strategic Alliance。Brand Alliances: New Models of Networking。India:The ICFAI University Press。
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