Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/132096


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
萬以中
Wan, Yi-Chung
Keywords: 聯名
聯名模式
基模理論
期望失驗理論
聯名產品滿意度
品牌態度
品牌忠誠度
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。
本研究以基模理論以及期望失驗理論進行探討,觀察消費者對原品牌的新聯名模式期望符合程度對期望失驗、聯名產品滿意度和品牌態度的影響,另外也觀察原品牌忠誠度調節期望失驗對聯名產品滿意度的影響效果。本研究採單因子後測受試者間設計,透過網路實驗法模擬不同聯名情境,研究結果指出原品牌的新聯名模式期望符合程度會透過對期望失驗以及聯名產品滿意度的中介對品牌態度產生影響,而原品牌忠誠度則不具有調節效果。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464020
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464020
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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