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題名 授權角色與品牌聯名對於消費者態度的影響 – 以立頓奶茶為例
The influence of licensed character co-branding on consumer attitude – Lipton milktea as an example作者 余琝晴
Yu, Wen-Ching貢獻者 張愛華<br>彭朱如
余琝晴
Yu, Wen-Ching關鍵詞 品牌聯名
代言人角色
契合度
熟悉度
品牌個性
品牌態度
購買意願
向他人推薦
Co-branding
Spokes-character
Fit
Familiarity
Brand personality
Brand attitude
Purchase intention
Word of mouth日期 2024 上傳時間 5-Aug-2024 12:09:59 (UTC+8) 摘要 觀察近年台灣包裝飲料產業趨勢，聯名行銷成為吸引消費者常見的策略之 一，其中，廣受台灣消費者喜愛的立頓(Lipton)奶茶，頻繁地使用與 IP 授權 角色聯名行銷的方式，成功受到消費者所青睞，創造銷售成長。 本研究以探討包裝飲料與授權角色聯名效益之影響因素為主軸，參考 Monika & Antonio(2022) 及 Simonin & Ruth(1998)的聯名研究，以及 Chen, Huarng, & Gonza ́lez(2022)及 Kyung, Kwon , & Sung(2010)的代言人角色相 關研究，以立頓奶茶作為研究之主品牌，並選定具備知名度的 3 款授權角色作 為研究對象，製作立頓奶茶與 3 種不同授權角色聯名之廣告貼文，以問卷調查 法檢驗假說模型是否正立，總共回收 460 份有效問卷，並採用 SPSS 分析問卷結 果給予結論建議。 本研究結果顯示，授權角色的角色個性鮮明度、消費者對授權角色的熟悉 正面影響消費者對授權角色的態度，但消費者與授權角色的自我形象一致性不 影響對授權角色之態度。而授權角色的態度、主品牌的態度和授權角色與主品 牌之契合度均會影響對聯名商品的態度。同時也證實，消費者對聯名商品的態 度會正面反映在購買意願和向他人推薦的行為。 具體而言，建議品牌在進行聯名規劃時，需謹慎評估聯名夥伴的評價與契 合度，平時也需維護品牌自身的形象。對於授權角色擁有者而言，創造定位與 個性鮮明的授權角色並增加角色曝光可有效提升角色的好感度。而在正式推出 聯名商品前，事先測試消費者態度以預估未來推出後的銷售量與聲量表現。 總結來說，本研究可以提供包裝飲料品牌未來與 IP 授權角色聯名時選擇合 作對象與行銷策略規劃的參考。
Co-branding has become a prevalent strategy to attract consumers in Taiwan's packaged beverage industry. Among these, Lipton Milk Tea, widely favored by Taiwanese consumers, frequently employed co-branding with licensed IP characters in recent years, and has successfully won consumer favorable responses and sales growth. This study focuses on the impact of co-branding between packaged beverages and licensed characters. The research ideas were drawn from branding research by Monika & Antonio (2022), Simonin & Ruth (1998), as well as spokes-characters related studies by Chen, Huarng & González (2022) and Kyung, Kwon & Sung (2010). Using Lipton Milk Tea as the host brand, the study selected three well-known licensed characters to examine the effects of co-branding advertisement posted on fan page of host brand. Through a web survey, 460 valid responses were collected and analyzed using SPSS to test the research model. Finally, conclusions and recommendations were provided. The results of this study show that both the distinct personality of licensed characters and consumer familiarity with the characters positively influence consumer attitudes toward these characters. However, the congruence between consumer self- image and licensed characters does not affect attitudes toward the characters. The attitudes towards the licensed characters and the host brand, as well as the fit between them influence attitudes towards the co-branded products. Importantly, the study confirms that consumer attitudes towards co-branded products positively affect in their purchase intentions and willingness to recommend the products to others. Overall, this study provides insights for packaged beverage brands when collaborating with IP-licensed characters and marketing strategies formulation.參考文獻 Yeh, A. (2022). 與網紅共同研發韓式料理、走進超商猶如登機？全家、7-11 聯名玩法揭秘. https://www.storm.mg/lifestyle/4401216 。搜尋日期：2024年4月8日。 余昭. (1979). 人格心理學. 台北市：三民書局. 吳致良. 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國立政治大學
企業管理研究所(MBA學位學程)
111363018資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363018 資料類型 thesis dc.contributor.advisor 張愛華<br>彭朱如 zh_TW dc.contributor.author (Authors) 余琝晴 zh_TW dc.contributor.author (Authors) Yu, Wen-Ching en_US dc.creator (作者) 余琝晴 zh_TW dc.creator (作者) Yu, Wen-Ching en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:09:59 (UTC+8) - dc.date.available 5-Aug-2024 12:09:59 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:09:59 (UTC+8) - dc.identifier (Other Identifiers) G0111363018 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152425 - 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) 111363018 zh_TW dc.description.abstract (摘要) 觀察近年台灣包裝飲料產業趨勢，聯名行銷成為吸引消費者常見的策略之 一，其中，廣受台灣消費者喜愛的立頓(Lipton)奶茶，頻繁地使用與 IP 授權 角色聯名行銷的方式，成功受到消費者所青睞，創造銷售成長。 本研究以探討包裝飲料與授權角色聯名效益之影響因素為主軸，參考 Monika & Antonio(2022) 及 Simonin & Ruth(1998)的聯名研究，以及 Chen, Huarng, & Gonza ́lez(2022)及 Kyung, Kwon , & Sung(2010)的代言人角色相 關研究，以立頓奶茶作為研究之主品牌，並選定具備知名度的 3 款授權角色作 為研究對象，製作立頓奶茶與 3 種不同授權角色聯名之廣告貼文，以問卷調查 法檢驗假說模型是否正立，總共回收 460 份有效問卷，並採用 SPSS 分析問卷結 果給予結論建議。 本研究結果顯示，授權角色的角色個性鮮明度、消費者對授權角色的熟悉 正面影響消費者對授權角色的態度，但消費者與授權角色的自我形象一致性不 影響對授權角色之態度。而授權角色的態度、主品牌的態度和授權角色與主品 牌之契合度均會影響對聯名商品的態度。同時也證實，消費者對聯名商品的態 度會正面反映在購買意願和向他人推薦的行為。 具體而言，建議品牌在進行聯名規劃時，需謹慎評估聯名夥伴的評價與契 合度，平時也需維護品牌自身的形象。對於授權角色擁有者而言，創造定位與 個性鮮明的授權角色並增加角色曝光可有效提升角色的好感度。而在正式推出 聯名商品前，事先測試消費者態度以預估未來推出後的銷售量與聲量表現。 總結來說，本研究可以提供包裝飲料品牌未來與 IP 授權角色聯名時選擇合 作對象與行銷策略規劃的參考。 zh_TW dc.description.abstract (摘要) Co-branding has become a prevalent strategy to attract consumers in Taiwan's packaged beverage industry. Among these, Lipton Milk Tea, widely favored by Taiwanese consumers, frequently employed co-branding with licensed IP characters in recent years, and has successfully won consumer favorable responses and sales growth. This study focuses on the impact of co-branding between packaged beverages and licensed characters. The research ideas were drawn from branding research by Monika & Antonio (2022), Simonin & Ruth (1998), as well as spokes-characters related studies by Chen, Huarng & González (2022) and Kyung, Kwon & Sung (2010). Using Lipton Milk Tea as the host brand, the study selected three well-known licensed characters to examine the effects of co-branding advertisement posted on fan page of host brand. Through a web survey, 460 valid responses were collected and analyzed using SPSS to test the research model. Finally, conclusions and recommendations were provided. The results of this study show that both the distinct personality of licensed characters and consumer familiarity with the characters positively influence consumer attitudes toward these characters. However, the congruence between consumer self- image and licensed characters does not affect attitudes toward the characters. The attitudes towards the licensed characters and the host brand, as well as the fit between them influence attitudes towards the co-branded products. Importantly, the study confirms that consumer attitudes towards co-branded products positively affect in their purchase intentions and willingness to recommend the products to others. Overall, this study provides insights for packaged beverage brands when collaborating with IP-licensed characters and marketing strategies formulation. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究動機與背景 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 品牌聯名 6 第二節 角色相關理論 8 第三節 品牌個性 10 第四節 自我一致性 11 第五節 熟悉度 13 第六節 契合度 14 第三章 研究方法 15 第一節 研究架構 15 第二節 研究假設 16 第三節 實驗設計 21 第四節 問卷設計與發放 23 第四章 資料分析與研究結果 28 第一節 樣本結構分析 28 第二節 信度分析 31 第三節 假設驗證 33 第四節 不同授權角色的差異分析 49 第五章 結論與建議 59 第一節 研究結果 59 第二節 行銷意涵與建議 63 第三節 研究限制 66 第四節 未來研究之建議 68 參考文獻 70 附錄 78 zh_TW dc.format.extent 4394650 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363018 en_US dc.subject (關鍵詞) 品牌聯名 zh_TW dc.subject (關鍵詞) 代言人角色 zh_TW dc.subject (關鍵詞) 契合度 zh_TW dc.subject (關鍵詞) 熟悉度 zh_TW dc.subject (關鍵詞) 品牌個性 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 向他人推薦 zh_TW dc.subject (關鍵詞) Co-branding en_US dc.subject (關鍵詞) Spokes-character en_US dc.subject (關鍵詞) Fit en_US dc.subject (關鍵詞) Familiarity en_US dc.subject (關鍵詞) Brand personality en_US dc.subject (關鍵詞) Brand attitude en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Word of mouth en_US dc.title (題名) 授權角色與品牌聯名對於消費者態度的影響 – 以立頓奶茶為例 zh_TW dc.title (題名) The influence of licensed character co-branding on consumer attitude – Lipton milktea as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Yeh, A. 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