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題名 品牌進行聯名合作時的夥伴挑選策略對品牌權益與知名度之影響 -以時尚產業為例
The impact of partner selection strategies on brand equity and brand awareness in co-brand ing cooperation - taking the fashion industry as an example作者 蔡佩軒
Tsai, Pei-Hsuan貢獻者 韓志翔
Han, Tzu-Shian
蔡佩軒
Tsai, Pei-Hsuan關鍵詞 品牌聯名
聯名夥伴
時尚產業
行銷策略
品牌權益
品牌知名度
Co-branding
Co-branding partners
Fashion industry
Marketing strategy
Brand equity
Brand awarness日期 2023 上傳時間 6-七月-2023 15:19:16 (UTC+8) 摘要 近年來，品牌聯名合作已成為時尚產業中的一個熱門趨勢。品牌透過與其他品牌、設計師、藝術家等不同夥伴的合作，旨在增加品牌的知名度、提高品牌形象、擴大品牌影響力以及滿足消費者多元化的需求。然而，不同的夥伴挑選策略對於該品牌之權益與知名度影響卻不盡相同。本研究旨在探討品牌在進行聯名合作時不同夥伴挑選策略對於該品牌之權益與知名度影響。本研究以時尚產業為例，運用質性研究方法分別向經營者們以及消費者們等兩大方向進行數場深度訪談，針對三種不同的聯名合作夥伴策略進行分析:整合性之高與低、獨家性之高與低、延續性之高與低。研究發現，高整合性、高獨家性、低延續性等的品牌聯名策略，將使主品牌所受的品牌權益擁有較大的影響。而在品牌知名度方面，高整合性、低獨家性、高獨家性等品牌聯名策略，將直接帶來正向的影響效果。總體而言，品牌在進行聯名合作時，應根據自身品牌形象、品牌定位和品牌目標來選擇不同的夥伴挑選策略，以達到最佳的權益和知名度提升效果。
In recent years, brand collaboration has become a popular trend in the fashion industry. Brands collaborate with other brands, designers, artists, and other partners to increase bran d awareness, enhance brand image, expand brand influence, and satisfy diverse consumer needs. However, different partner selection strategies may have varying effects on the brand`s equity and recognition.This study takes the fashion industry as an example, uses qualitative research methods to conduct in-depth interviews, and analyzes three different co-branding strategies: high or low integration, high or low exclusivity, and high or low continuity. The study found that the co- branding strategy with high integration, high exclusivity, and low continuity will have a greater impact on the brand equity of the main brand. In terms of brand awareness, brand co-branding strategies such as high integration, low exclusivity, and high exclusivity will directly b ring positive effects .In conclusion, brands should select different partner selection strategies based on their brand image, brand positioning, and brand objectives to achieve the best results in terms of equity and recognition enhancement in brand collaborations.參考文獻 1.中文部分蔡東峻. (2001). 顧客忠誠度及其影響因素之探討. 國立中山大學企業管理研究所碩士論 文.黃俊英, & 陳世穎. (2003). 市場基礎資産之角色: 資源基礎理論觀點. 運籌研究集刊, (3), 4 3-59.陳振燧, & 呂芳洲. (1999). 品牌聯盟策略影響品牌權益建立之研究. Asia Pacific Managem ent Review, 4(4), 431-442.林婷鈴, & 蕭如伶. (2012). 廠商層級與消費族群品牌形象知覺差異分析: 以運動休閒用品 ATUNAS 品牌為例. 臺大管理論叢, 23(1), 29-58.劉麗滿. (2015). 品牌形象, 促銷方式與知覺價值對消費者購買意願之影響: 以台南地區小 北百貨為例, 南臺科技大學高階主管企管碩士班碩士論文.顧宜錚, 李家瑩, & 黃相翎. (2013). 有服務品質就足夠嗎? 顧客體驗對站滿意度之影響. 華 岡論叢, 38(1), 97-117.2.英文部分Aaker, D. A., & Keller, K. L. (1990). Consumer responses to brand extensions. Journal of Marketing, 54, 27–41.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347 –356.Acevedo, C. (2018). Consumer Behaviour and Advertising Management (1st ed.). Essex, UK: ED-Tech Press.Balachander, S., & Stock, A. (2009). Limited edition products: When and when not to offer them. Marketing Science, 28(2), 336-355.54Bin, S., Tsan, M. C., & Pui, S. C. (2017). Brand Loyalties in Designer Luxury and Fast Fashion Co-Branding Alliance. Journal of Business Research, 81, 173-180.Blackett, T., & Boad, B. (Eds.) (1999). Co-Branding: The Science of Alliance. London: Macmillan Business.Byun, S. E., & Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator, and consequences. Clothing and textiles research Journal, 29(3), 187-201.Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.Newmeyer, C. E., Venkatesh, R., Ruth, J. A., & Chatterjee, R. (2018). A typology of brand alliances and consumer awareness of brand alliance integration. Marketing Letters, 29, 275-289.Childs, M., & Jin, B. E. (2020). Brand and retailer co-branding: Examining factors to favourably change consumers` brand evaluations. Journal of Fashion Marketing and Management: An International Journal, 24(1), 49-65.Cornwell, T. B., Humphreys, M. S., & Kwon, Y. (2022). Shared Brand Equity. Journal of Advertising, 51(1), 27-40.Das, T. K., & Teng, B. S. (1998). Resource and risk management in the strategic alliance making process. Journal of Management, 24, 21–42.Devlin, G., & Bleackley, M. (1988). Strategic alliances—guidelines for success. Long Range Planning, 21, 18–23.Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66,73–93.Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474.55Gabriel, A., & Violato, C. (2013). Problem-solving strategies in psychiatry: differences between experts and novices in diagnostic accuracy and reasoning. Advances in Medical Educat-ion and Practice, 11-16.Greenwald, A. G., Brock, T. C., & Ostrom, T. M. (Eds.). (2013). Psychological foundations of attitudes. New York, NY:Academic Press.Jara, M., & Cliquet, G. (2012). Retail brand equity: conceptualization and measurement. Journal of Retailing and Consumer Services, 19(1), 140-149.Johnson, M. D., & Lehmann, D. R. (1997). Consumer experience and consideration sets for brands and product categories. In M. Brucks & D. J. MacInnis (Eds.), Advances in consumer research (pp. 295– 300). Provo: Association for Consumer Research.Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduc- tion of brand extensions. Journal of Marketing Research, 29, 35–50.Lassar, W., Mittal, B., & Sharma, A. (2018). Measuring customer-based brand equity. Journal of Consumer Marketing, 35(5), 532-540.Leung, L. C., Bougoure, U. S., & Miller, K. W. (2014). The effects of affective and utilitarian. brand relationships on brand consideration. Journal of Brand Management, 21, 469-484.Miao, M., Zhang, J., & Wang, T. (2021). The Impact of co-branding on firm stock value. International Journal of Business & Applied Sciences, 10(1), 1-6.Nedungadi, P. (1990). Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 17, 263–276.Newmeyer, C. E., Venkatesh, R., & Chatterjee, R. (2014). Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Aca demy of Marketing Science, 42, 103-118.Paydas Turan, C. (2021). Success drivers of co‐branding: A meta‐analysis. International Journal of Consumer Studies, 45(4), 911-936.56Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: an investigation of extension and feedback effects. Journal of Marketing Research, 33, 453– 466.Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: where we are and where we could go from here. European Journal of Marketing, 56(2), 584-621.Robson, C. (2002) Real World Research (2nd edn). Oxford: Blackwell.Romaniuk, J., & Sharp, B. (2004). Conceptualizing and measuring brand salience. Marketing theory, 4(4), 327-342.Ruekert, R. W., & Rao, A. (1994). Brand Alliances as Signals of Product Quality.Sloan management review, 36(1), 87-97.Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods for Business Students. Pearson Education Limited.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing. the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, 30–42.Worm, S., & Srivastava, R. K. (2014). Impact of component supplier branding on profitability. International Journal of Research in Marketing, 31(4), 409-424.Wugon, K., Sujin, L., & Haiyoung, L. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality and Tourism, 8(2), 1-23.Xue, M. T., & Chawdhary, R. (2023). Co-branding as a masstige strategy for luxury brands: Desirable or not? Journal of Brand Management, 30(2), 136-152. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363007資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363007 資料類型 thesis dc.contributor.advisor 韓志翔 zh_TW dc.contributor.advisor Han, Tzu-Shian en_US dc.contributor.author (作者) 蔡佩軒 zh_TW dc.contributor.author (作者) Tsai, Pei-Hsuan en_US dc.creator (作者) 蔡佩軒 zh_TW dc.creator (作者) Tsai, Pei-Hsuan en_US dc.date (日期) 2023 en_US dc.date.accessioned 6-七月-2023 15:19:16 (UTC+8) - dc.date.available 6-七月-2023 15:19:16 (UTC+8) - dc.date.issued (上傳時間) 6-七月-2023 15:19:16 (UTC+8) - dc.identifier (其他 識別碼) G0109363007 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145718 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 109363007 zh_TW dc.description.abstract (摘要) 近年來，品牌聯名合作已成為時尚產業中的一個熱門趨勢。品牌透過與其他品牌、設計師、藝術家等不同夥伴的合作，旨在增加品牌的知名度、提高品牌形象、擴大品牌影響力以及滿足消費者多元化的需求。然而，不同的夥伴挑選策略對於該品牌之權益與知名度影響卻不盡相同。本研究旨在探討品牌在進行聯名合作時不同夥伴挑選策略對於該品牌之權益與知名度影響。本研究以時尚產業為例，運用質性研究方法分別向經營者們以及消費者們等兩大方向進行數場深度訪談，針對三種不同的聯名合作夥伴策略進行分析:整合性之高與低、獨家性之高與低、延續性之高與低。研究發現，高整合性、高獨家性、低延續性等的品牌聯名策略，將使主品牌所受的品牌權益擁有較大的影響。而在品牌知名度方面，高整合性、低獨家性、高獨家性等品牌聯名策略，將直接帶來正向的影響效果。總體而言，品牌在進行聯名合作時，應根據自身品牌形象、品牌定位和品牌目標來選擇不同的夥伴挑選策略，以達到最佳的權益和知名度提升效果。 zh_TW dc.description.abstract (摘要) In recent years, brand collaboration has become a popular trend in the fashion industry. Brands collaborate with other brands, designers, artists, and other partners to increase bran d awareness, enhance brand image, expand brand influence, and satisfy diverse consumer needs. However, different partner selection strategies may have varying effects on the brand`s equity and recognition.This study takes the fashion industry as an example, uses qualitative research methods to conduct in-depth interviews, and analyzes three different co-branding strategies: high or low integration, high or low exclusivity, and high or low continuity. The study found that the co- branding strategy with high integration, high exclusivity, and low continuity will have a greater impact on the brand equity of the main brand. In terms of brand awareness, brand co-branding strategies such as high integration, low exclusivity, and high exclusivity will directly b ring positive effects .In conclusion, brands should select different partner selection strategies based on their brand image, brand positioning, and brand objectives to achieve the best results in terms of equity and recognition enhancement in brand collaborations. en_US dc.description.tableofcontents 第一章、 緒論 ...............11.1研究背景與動機....11.2研究目的與問題....21.3研究流程....2第二章、 文獻探討 ........... 32.1品牌聯名....32.2聯合品牌的效益與風險....102.3消費者購買決策的影響因子....112.4研究模型....152.4.1品牌聯名整合性....162.4.2品牌聯名整合性之於消費者購買決策的影響....172.4.3品牌聯名的獨家性....172.4.4品牌聯名獨家性之於消費者購買決策的影響....182.4.5品牌聯名的延續性....192.4.6品牌聯延續性之於消費者購買決策的影響....19第三章、 研究設計 ........... 223.1研究理念....223.2研究方法....223.3研究策略....243.4資料搜集....253.5 訪談過程....253.5.1 經營者視角....253.5.2 消費者視角....27第四章、 個案探討............ 314.1 BALENCIAGA &GUCCI....314.2 BALENCIAGA &辛普森（THE SIMPSONS）....32第五章、 研究發現 ........... 345.1 經營者訪談回顧 ..... 345.1.1 整合性面向回顧....345.1.2 獨家性面向回顧....355.1.3 延續性面向回顧....375.2 經營者面之訪談延伸建議與結論....385.2.1 品牌進行合作前需率先設定欲達成之目標....385.2.2跳脫商業利益來思考合作的可能性....385.2.3 建立良好合作基礎後更易提升合作關係的延續....395.3 經營者訪談研究限制....395.4消費者訪談回顧....405.4.1整合性面向回顧....405.4.2獨家性面向回顧....425.4.3延續性面向回顧....445.5消費者面之訪談建議與延伸結論....465.5.1面對年輕消費族品牌更需善用社群媒體打造自身威望....465.5.2壯年消費者在品牌聯名的議題上更注重未來投資性與環境議題....475.5.3中年消費者更重視品牌是否負起社會責任....485.6 消費者⾯訪談研究限制 ....49第六章、 結論 .............. 50第七章、 參考文獻............ 54附錄A 質化訪談逐字稿（經營者面）....58附錄B 焦點訪談大綱(消費者面）....70附錄C 焦點訪談逐字稿....72 zh_TW dc.format.extent 15454129 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363007 en_US dc.subject (關鍵詞) 品牌聯名 zh_TW dc.subject (關鍵詞) 聯名夥伴 zh_TW dc.subject (關鍵詞) 時尚產業 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 品牌知名度 zh_TW dc.subject (關鍵詞) Co-branding en_US dc.subject (關鍵詞) Co-branding partners en_US dc.subject (關鍵詞) Fashion industry en_US dc.subject (關鍵詞) Marketing strategy en_US dc.subject (關鍵詞) Brand equity en_US dc.subject (關鍵詞) Brand awarness en_US dc.title (題名) 品牌進行聯名合作時的夥伴挑選策略對品牌權益與知名度之影響 -以時尚產業為例 zh_TW dc.title (題名) The impact of partner selection strategies on brand equity and brand awareness in co-brand ing cooperation - taking the fashion industry as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1.中文部分蔡東峻. (2001). 顧客忠誠度及其影響因素之探討. 國立中山大學企業管理研究所碩士論 文.黃俊英, & 陳世穎. (2003). 市場基礎資産之角色: 資源基礎理論觀點. 運籌研究集刊, (3), 4 3-59.陳振燧, & 呂芳洲. (1999). 品牌聯盟策略影響品牌權益建立之研究. Asia Pacific Managem ent Review, 4(4), 431-442.林婷鈴, & 蕭如伶. (2012). 廠商層級與消費族群品牌形象知覺差異分析: 以運動休閒用品 ATUNAS 品牌為例. 臺大管理論叢, 23(1), 29-58.劉麗滿. (2015). 品牌形象, 促銷方式與知覺價值對消費者購買意願之影響: 以台南地區小 北百貨為例, 南臺科技大學高階主管企管碩士班碩士論文.顧宜錚, 李家瑩, & 黃相翎. (2013). 有服務品質就足夠嗎? 顧客體驗對站滿意度之影響. 華 岡論叢, 38(1), 97-117.2.英文部分Aaker, D. A., & Keller, K. L. (1990). Consumer responses to brand extensions. Journal of Marketing, 54, 27–41.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347 –356.Acevedo, C. (2018). Consumer Behaviour and Advertising Management (1st ed.). Essex, UK: ED-Tech Press.Balachander, S., & Stock, A. (2009). Limited edition products: When and when not to offer them. Marketing Science, 28(2), 336-355.54Bin, S., Tsan, M. C., & Pui, S. C. (2017). Brand Loyalties in Designer Luxury and Fast Fashion Co-Branding Alliance. Journal of Business Research, 81, 173-180.Blackett, T., & Boad, B. (Eds.) (1999). Co-Branding: The Science of Alliance. London: Macmillan Business.Byun, S. E., & Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator, and consequences. Clothing and textiles research Journal, 29(3), 187-201.Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.Newmeyer, C. E., Venkatesh, R., Ruth, J. A., & Chatterjee, R. (2018). A typology of brand alliances and consumer awareness of brand alliance integration. Marketing Letters, 29, 275-289.Childs, M., & Jin, B. E. (2020). Brand and retailer co-branding: Examining factors to favourably change consumers` brand evaluations. Journal of Fashion Marketing and Management: An International Journal, 24(1), 49-65.Cornwell, T. B., Humphreys, M. S., & Kwon, Y. (2022). Shared Brand Equity. Journal of Advertising, 51(1), 27-40.Das, T. K., & Teng, B. S. (1998). Resource and risk management in the strategic alliance making process. Journal of Management, 24, 21–42.Devlin, G., & Bleackley, M. (1988). Strategic alliances—guidelines for success. Long Range Planning, 21, 18–23.Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66,73–93.Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474.55Gabriel, A., & Violato, C. (2013). Problem-solving strategies in psychiatry: differences between experts and novices in diagnostic accuracy and reasoning. Advances in Medical Educat-ion and Practice, 11-16.Greenwald, A. G., Brock, T. C., & Ostrom, T. M. (Eds.). (2013). Psychological foundations of attitudes. New York, NY:Academic Press.Jara, M., & Cliquet, G. (2012). Retail brand equity: conceptualization and measurement. Journal of Retailing and Consumer Services, 19(1), 140-149.Johnson, M. D., & Lehmann, D. R. (1997). Consumer experience and consideration sets for brands and product categories. In M. Brucks & D. J. MacInnis (Eds.), Advances in consumer research (pp. 295– 300). Provo: Association for Consumer Research.Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduc- tion of brand extensions. Journal of Marketing Research, 29, 35–50.Lassar, W., Mittal, B., & Sharma, A. (2018). Measuring customer-based brand equity. Journal of Consumer Marketing, 35(5), 532-540.Leung, L. C., Bougoure, U. S., & Miller, K. W. (2014). The effects of affective and utilitarian. brand relationships on brand consideration. Journal of Brand Management, 21, 469-484.Miao, M., Zhang, J., & Wang, T. (2021). The Impact of co-branding on firm stock value. International Journal of Business & Applied Sciences, 10(1), 1-6.Nedungadi, P. (1990). Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 17, 263–276.Newmeyer, C. E., Venkatesh, R., & Chatterjee, R. (2014). Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Aca demy of Marketing Science, 42, 103-118.Paydas Turan, C. (2021). Success drivers of co‐branding: A meta‐analysis. International Journal of Consumer Studies, 45(4), 911-936.56Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: an investigation of extension and feedback effects. Journal of Marketing Research, 33, 453– 466.Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: where we are and where we could go from here. European Journal of Marketing, 56(2), 584-621.Robson, C. (2002) Real World Research (2nd edn). Oxford: Blackwell.Romaniuk, J., & Sharp, B. (2004). Conceptualizing and measuring brand salience. Marketing theory, 4(4), 327-342.Ruekert, R. W., & Rao, A. (1994). Brand Alliances as Signals of Product Quality.Sloan management review, 36(1), 87-97.Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods for Business Students. Pearson Education Limited.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing. the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, 30–42.Worm, S., & Srivastava, R. K. (2014). Impact of component supplier branding on profitability. International Journal of Research in Marketing, 31(4), 409-424.Wugon, K., Sujin, L., & Haiyoung, L. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality and Tourism, 8(2), 1-23.Xue, M. T., & Chawdhary, R. (2023). Co-branding as a masstige strategy for luxury brands: Desirable or not? Journal of Brand Management, 30(2), 136-152. zh_TW
