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題名 藝術跨界聯名對消費者品牌權益之影響：以威士忌產業為例
The Impact of Artistic Co-Branding on Consumer-Based Brand Equity in the Whisky Industry
作者 李芝芸
貢獻者 白佩玉<br>羅明琇
李芝芸
關鍵詞 藝術聯名
品牌權益
體驗行銷
威士忌行銷
品牌共鳴
Artistic Co-branding
Brand Equity
Experiential Marketing
Whisky Marketing
Brand Resonance
日期 2025
上傳時間 4-Aug-2025 13:48:50 (UTC+8)
摘要 隨著體驗經濟興起與品牌行銷手法日益多元，威士忌產業近年積極運用藝術跨界聯名，透過活動與產品設計強化品牌形象與消費者情感連結。然而，目前關於藝術聯名如何影響消費者品牌認知、情感態度、行為反應及未來期待，仍缺乏系統性實證研究。因此本研究以台灣威士忌消費者為對象，採用混合研究法，結合網路問卷與深度訪談，深入探討以下議題：(1) 消費者接觸藝術聯名活動與產品的途徑與動機；(2) 接觸後對品牌的認知、情感與行為反應變化；(3) 不同接觸深度消費者在品牌認知、情感連結與消費意願上的異同；(4) 品飲習慣、品牌熟悉度、藝術興趣等關鍵因素對藝術聯名接受度與反應的影響；(5) 消費者對未來藝術聯名形式的期待。 本研究採用混合研究法，先透過網路問卷回收200份有效樣本，進行消費者輪廓及參與動機初步分析，再選取12位具多元涉入經驗之受訪者，進行半結構式深度訪談，運用主題分析法對資料進行歸納整理。主要研究發現如下：(1) 消費者主要透過社群媒體與親友推薦接觸藝術聯名資訊，實際參與活動或體驗產品為加深品牌記憶之關鍵；(2) 對威士忌本身的喜好、產品收藏價值為核心購買動機，藝術設計與品飲體驗為核心參與動機；(3) 資訊觸及不足、價格與社交門檻為主要未參與／未購買原因；(4) 威士忌涉入程度與藝術興趣將調節品牌共鳴歷程，高涉入者重視產品與藝術契合度，中低涉入者則受現場氛圍與口碑影響較大。 根據研究結果，建議品牌推動藝術聯名應鎖定藝術興趣中高與威士忌涉入中等之族群，設計低門檻、沉浸式體驗，並加深藝術聯名與產品風味、活動體驗之間的邏輯連結，使消費者更能感受到品牌的真實性與意義。
參考文獻 一、 學術文獻 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41. Barwise, P., & Robertson, T. (1992). Brand portfolios. European Management Journal, 10(3), 277–285. Blackett, T., & Russell, N. (1999). What is co-branding? In T. Blackett & B. Boad (Eds.), Co-branding: The science of alliance (pp. 1–22). London: Palgrave Macmillan. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. Canudo, R. (1980). The birth of the sixth art (1911). Framework: The Journal of Cinema and Media, (13), 3–7. Chiambaretto, P., & Gurău, C. (2017). David by Goliath: What is co-branding and what is in it for SMEs. International Journal of Entrepreneurship and Small Business, 31(1), 103-122. Cornelis, P. C. M. (2010). Effects of co-branding in the theme park industry: A preliminary study. International Journal of Contemporary Hospitality Management, 22(6), 775–796. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications. de Chernatony, L., & McDonald, M. (1998). Creating powerful brands: The strategic route to success in consumer, industrial and service markets (2nd ed.). Butterworth-Heinemann. Denzin, N. K., & Lincoln, Y. S. (Eds.). (2005). The Sage handbook of qualitative research (3rd ed.). Sage Publications. Geylani, T., Inman, J. J., & Hofstede, F. T. (2008). Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), 730–744. Groensteen, T. (1999). The system of comics. University Press of Mississippi. Guba, E. G. (1990). The paradigm dialog. Sage Publications. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101–114. Helmig, B., Huber, J. A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359–377. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Marketing Science Institute Working Paper Series, No. 01-107). Marketing Science Institute. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Pearson Education. Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509–531. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. Lévy, P. (1999). Collective intelligence: Mankind’s emerging world in cyberspace. Perseus Books. Manovich, L. (2001). The language of new media. MIT Press. Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic co-branded products. Journal of Business Research, 67(7), 1552–1558. McCarthy, M. S., & Norris, D. G. (1999). Improving competitive position using branded ingredients. Journal of Product & Brand Management, 8(4), 267–285. McCracken, G. (1988). The long interview. SAGE Publications. Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass. Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453–466. Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business Press. Pinello, C., Picone, P. M., & Li Destri, A. M. (2022). Co-branding research: Where we are and where we could go from here. European Journal of Marketing, 56(2), 584–621. Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87–97. Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25–61 Schouten, J. W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research, 17(4), 412–425. Schroeder, J. E. (2005). The artist and the brand. European Journal of Marketing, 39(11/12), 1291–1305. Seno, D. and Lukas, B.A. (2007), The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective. European Journal of Marketing. 41(1/2), 121-134. 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(1), 30–42. Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. SAGE Publications. Tashakkori, A., & Teddlie, C. (Eds.). (2010). SAGE handbook of mixed methods in social & behavioral research (2nd ed.). SAGE Publications. Turan, C. (2021). Success drivers of co-branding: A meta-analysis. International Journal of Consumer Studies, 45(5), 911–936. Venkatesh, R., & Mahajan, V. (1997). Products with branded components: An approach for premium pricing and partner selection. Marketing Science, 16(2), 146–165. Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: Brand equity and trial effects. Journal of Consumer Marketing, 17(7), 591–604. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. 二、 網路文獻 iBuzz Research （2024），工藝與傳奇，口碑與傳承：威士忌品牌如何建立長期價值， https://www.i-buzz.com.tw/article/article?atype=brandranking&id=350，9月19日，擷取日期：2025年5月20號。 首阜企管顧問有限公司（2021）威士忌消費者行為喜好及品牌調查， https://www.cs-consult.com.tw/article/206，9月，擷取日期：2025年5月20號。 酒訊雜誌（2024）蘇格蘭威士忌產業2025年趨勢展望（上）：轉型期即將來臨！【WSD年度關鍵報告2】，https://ch-9.net/article/wOMTkCf1K5，12月12日，擷取日期：2025年5月20號。 LnData (2024)，2023-24 烈酒-威士忌產業消費趨勢報告，https://www.lndata.com/explore/trend-report/liquor-whisky-2024，10月29日，擷取日期：2025年5月20號。 KPMG. (2024, June). Understanding the whiskey market: How Irish whiskey producers are navigating evolving consumer preferences. Retrieved May 20, 2025, from https://assets.kpmg.com/content/dam/kpmg/ie/pdf/2024/08/ie-understanding-the-whiskey-market-2.pdf Scotch Whisky Association. (2025, February 13). Scotch Whisky industry records £5.4bn global exports in 2024 amid ‘turbulent’ global trading conditions. Retrieved May 20, 2025, from https://www.scotch-whisky.org.uk/newsroom/2024-export-figures/ IWSR. (2023, November 23). Has premiumisation stalled? IWSR analyses the evolution of the premiumisation trend for total beverage alcohol in 2023. Retrieved May 20, 2025, from https://www.theiwsr.com/insight/has-premiumisation-stalled/ IWSR. (2025, February 24). Shifts in moderation strategies for beverage alcohol. Retrieved May 20, 2025, from https://www.theiwsr.com/insight/shifts-in-moderation-strategies-for-beverage-alcohol/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363094
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363094
資料類型 thesis
dc.contributor.advisor 白佩玉<br>羅明琇zh_TW
dc.contributor.author (Authors) 李芝芸zh_TW
dc.creator (作者) 李芝芸zh_TW
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 13:48:50 (UTC+8)-
dc.date.available 4-Aug-2025 13:48:50 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 13:48:50 (UTC+8)-
dc.identifier (Other Identifiers) G0112363094en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158455-
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) 112363094zh_TW
dc.description.abstract (摘要) 隨著體驗經濟興起與品牌行銷手法日益多元，威士忌產業近年積極運用藝術跨界聯名，透過活動與產品設計強化品牌形象與消費者情感連結。然而，目前關於藝術聯名如何影響消費者品牌認知、情感態度、行為反應及未來期待，仍缺乏系統性實證研究。因此本研究以台灣威士忌消費者為對象，採用混合研究法，結合網路問卷與深度訪談，深入探討以下議題：(1) 消費者接觸藝術聯名活動與產品的途徑與動機；(2) 接觸後對品牌的認知、情感與行為反應變化；(3) 不同接觸深度消費者在品牌認知、情感連結與消費意願上的異同；(4) 品飲習慣、品牌熟悉度、藝術興趣等關鍵因素對藝術聯名接受度與反應的影響；(5) 消費者對未來藝術聯名形式的期待。 本研究採用混合研究法，先透過網路問卷回收200份有效樣本，進行消費者輪廓及參與動機初步分析，再選取12位具多元涉入經驗之受訪者，進行半結構式深度訪談，運用主題分析法對資料進行歸納整理。主要研究發現如下：(1) 消費者主要透過社群媒體與親友推薦接觸藝術聯名資訊，實際參與活動或體驗產品為加深品牌記憶之關鍵；(2) 對威士忌本身的喜好、產品收藏價值為核心購買動機，藝術設計與品飲體驗為核心參與動機；(3) 資訊觸及不足、價格與社交門檻為主要未參與／未購買原因；(4) 威士忌涉入程度與藝術興趣將調節品牌共鳴歷程，高涉入者重視產品與藝術契合度，中低涉入者則受現場氛圍與口碑影響較大。 根據研究結果，建議品牌推動藝術聯名應鎖定藝術興趣中高與威士忌涉入中等之族群，設計低門檻、沉浸式體驗，並加深藝術聯名與產品風味、活動體驗之間的邏輯連結，使消費者更能感受到品牌的真實性與意義。zh_TW
dc.description.tableofcontents 摘要 I Abstract II 目次 IV 圖次 VI 表次 VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第三節 研究流程 4 第二章 文獻回顧 6 第一節 藝術聯名 6 第二節 品牌體驗 11 第三節 品牌權益 12 第三章 研究方法 17 第一節 質性研究分析法 17 第二節 混合研究分析法 18 第三節 研究個案 20 第四節 訪談流程與設計 30 第五節 訪談問題 31 第六節 訪談對象 34 第四章 研究分析與討論 38 第一節 量化問卷描述性分析 38 第二節 質化受訪者背景 58 第三節 深度接觸者分析 63 第四節 活動參與者分析 69 第五節 產品購買者分析 74 第六節 資訊接觸者分析 79 第七節 品牌權益整合分析 83 第五章 結論與建議 88 第一節 結論 88 第二節 實務建議 93 第三節 研究限制與未來研究建議 94 參考文獻 97 附錄 前篩問卷 104zh_TW
dc.format.extent 6857257 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363094en_US
dc.subject (關鍵詞) 藝術聯名zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 威士忌行銷zh_TW
dc.subject (關鍵詞) 品牌共鳴zh_TW
dc.subject (關鍵詞) Artistic Co-brandingen_US
dc.subject (關鍵詞) Brand Equityen_US
dc.subject (關鍵詞) Experiential Marketingen_US
dc.subject (關鍵詞) Whisky Marketingen_US
dc.subject (關鍵詞) Brand Resonanceen_US
dc.title (題名) 藝術跨界聯名對消費者品牌權益之影響：以威士忌產業為例zh_TW
dc.title (題名) The Impact of Artistic Co-Branding on Consumer-Based Brand Equity in the Whisky Industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 學術文獻 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41. Barwise, P., & Robertson, T. (1992). Brand portfolios. European Management Journal, 10(3), 277–285. Blackett, T., & Russell, N. (1999). What is co-branding? In T. Blackett & B. Boad (Eds.), Co-branding: The science of alliance (pp. 1–22). London: Palgrave Macmillan. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. Canudo, R. (1980). The birth of the sixth art (1911). Framework: The Journal of Cinema and Media, (13), 3–7. Chiambaretto, P., & Gurău, C. (2017). David by Goliath: What is co-branding and what is in it for SMEs. International Journal of Entrepreneurship and Small Business, 31(1), 103-122. Cornelis, P. C. M. (2010). Effects of co-branding in the theme park industry: A preliminary study. International Journal of Contemporary Hospitality Management, 22(6), 775–796. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications. de Chernatony, L., & McDonald, M. (1998). Creating powerful brands: The strategic route to success in consumer, industrial and service markets (2nd ed.). Butterworth-Heinemann. Denzin, N. K., & Lincoln, Y. S. (Eds.). (2005). The Sage handbook of qualitative research (3rd ed.). Sage Publications. Geylani, T., Inman, J. J., & Hofstede, F. T. (2008). Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), 730–744. Groensteen, T. (1999). The system of comics. University Press of Mississippi. Guba, E. G. (1990). The paradigm dialog. Sage Publications. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101–114. Helmig, B., Huber, J. A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359–377. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Marketing Science Institute Working Paper Series, No. 01-107). Marketing Science Institute. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Pearson Education. Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509–531. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. Lévy, P. (1999). Collective intelligence: Mankind’s emerging world in cyberspace. Perseus Books. Manovich, L. (2001). The language of new media. MIT Press. Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic co-branded products. Journal of Business Research, 67(7), 1552–1558. McCarthy, M. S., & Norris, D. G. (1999). Improving competitive position using branded ingredients. Journal of Product & Brand Management, 8(4), 267–285. McCracken, G. (1988). The long interview. SAGE Publications. Merriam, S. B., & Tisdell, E. J. (2015). 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