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Title: 聯名的品牌該變還是不變?聯名品牌期望失驗對聯名產品與原品牌態度的影響
Should the Co-Branded Brand Change or Remain the Same? The Impact of Co-branded Brand Expectation Disconfirmation on the Attitude of Co-branded Products and Original Brands.
Authors: 萬以中
Wan, Yi-Chung
Contributors: 張郁敏
Chang, Yuh-Miin
Wan, Yi-Chung
Keywords: 聯名
Date: 2020
Issue Date: 2020-10-05 15:20:51 (UTC+8)
Abstract: 由於聯名往往能夠為品牌帶來話題、討論度,還能提高銷售量以及市佔率等眾多好處,因此聯名在現今的生活相當盛行,聯名產品處處可見,舉凡大賣場、便利商店、美妝店等,都能見到聯名產品的蹤跡,甚至可以發現同個品牌不斷地推出新聯名產品的現象,而本研究也發現品牌為了讓新聯名符合消費者期望,發展出了兩種不同的聯名模式,一為不斷和相同品牌聯名的「固定聯名」模式,另一個為皆與不相同品牌聯名的「非固定聯名」模式。而本研究想探討的即是,當消費者對於一個品牌過往聯名模式有所了解,而對原品牌的新聯名模式有所期望時,根據過往的聯名模式對於新的聯名模式造成的消費者期望符合與不符合,是否會對於品牌的聯名效果產生影響。
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