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題名 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.
作者 萬以中
Wan, Yi-Chung
貢獻者 張郁敏
Chang, Yuh-Miin
萬以中
Wan, Yi-Chung
關鍵詞 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
日期 2020
上傳時間 5-Oct-2020 15:20:51 (UTC+8)
摘要 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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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464020
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106464020
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuh-Miinen_US
dc.contributor.author (Authors) 萬以中zh_TW
dc.contributor.author (Authors) Wan, Yi-Chungen_US
dc.creator (作者) 萬以中zh_TW
dc.creator (作者) Wan, Yi-Chungen_US
dc.date (日期) 2020en_US
dc.date.accessioned 5-Oct-2020 15:20:51 (UTC+8)-
dc.date.available 5-Oct-2020 15:20:51 (UTC+8)-
dc.date.issued (上傳時間) 5-Oct-2020 15:20:51 (UTC+8)-
dc.identifier (Other Identifiers) G0106464020en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/132096-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 106464020zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與價值 4
第二章 文獻探討 5
第一節 品牌聯名模式類型 5
第二節 期望失驗理論、基模理論與品牌聯名效果 8
第三節 聯名產品滿意度與品牌態度 13
第四節 品牌忠誠度的調節效果 14
第三章 研究方法 16
第一節 研究架構 16
第二節 實驗設計 17
第三節 實驗素材選擇與前測 17
第四節 正式實驗 30
第四章 研究結果與分析 37
第一節 受試者樣本分析 37
第二節 量表信度檢定 40
第三節 操弄檢定 41
第四節 假設驗證 43
第五章 研究結果與分析 50
第一節 研究發現與討論 50
第二節 學術與實務貢獻 53
第三節 研究限制與未來建議 55
參考文獻 57
英文文獻 57
網路資料 62
附錄 65
附錄一 前測問卷 65
附錄二 正式問卷實驗物 75
附錄三 正式問卷 77		zh_TW
dc.format.extent 12602679 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106464020en_US
dc.subject (關鍵詞) 聯名zh_TW
dc.subject (關鍵詞) 聯名模式zh_TW
dc.subject (關鍵詞) 基模理論zh_TW
dc.subject (關鍵詞) 期望失驗理論zh_TW
dc.subject (關鍵詞) 聯名產品滿意度zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) 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.en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.
Axelrod, R. (1973). Schema theory: An information processing model of perception and cognition. American Political Science Review, 67(4), 1248-1266.
Bengtsson, M., & Kock, S. (2014). Coopetition—Quo vadis? Past accomplishments and future challenges. Industrial Marketing Management, 43(2), 180-188.
Bouten, L. M., Snelders, D., & Hultink, E. J. (2011). The impact of fit measures on the consumer evaluation of new co‐branded products. Journal of Product Innovation Management, 28(4), 455-469.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304.
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dc.identifier.doi (DOI) 10.6814/NCCU202001743en_US