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題名 服務業聯合品牌策略與聯合品牌服務成效對於品牌權益影響之研究
A study of the influence of service brand equity from co-branding strategies and service performance of the co-brand作者 彭書婷
Peng, Shu-Ting貢獻者 李嘉林
Lee, Chia-Lin
彭書婷
Peng, Shu-Ting關鍵詞 聯合品牌
適配度
外溢效果
服務失敗
品牌權益
co-branding
fit
spill-over effect
service failure
brand equity日期 2012 上傳時間 1-七月-2013 17:55:13 (UTC+8) 摘要 近年來，企業開始利用聯合品牌策略、以合作的方式有效提升自身的品牌權益；學術界亦有許多關於聯合品牌的研究，但多專注於產品導向品牌應用該策略的效益，少有以服務導向的聯合品牌為研究對象。本研究從消費者的觀點探討服務業進行聯合品牌策略時，其本身與合作夥伴不同層級的品牌權益組合與聯合品牌服務成效對於企業本身、合作夥伴以及聯合品牌品牌權益的影響。 本研究透過4 x 2準實驗設計的方式進行假說驗證。首先，透過前測篩選出消費者心中最熟悉且兩者之間適配度最高的雞排店與手搖飲料店做為研究情境的素材；進一步操弄四種品牌權益組合（高高、高低、低高與低低）以及聯合品牌的服務成效（成功與失敗），形成八種實驗問卷，共回收257份有效樣本；最後以配對樣本T檢定以及雙因子變異數分析做為研究方法進行資料分析，本研究的研究結果證實：一、品牌權益組合對於聯合品牌的品牌權益具有顯著影響： 當二母品牌皆具高品牌權益時，該聯合品牌品牌權益將低於合作前二母品牌的品牌權益，反之，聯合品牌的品牌權益將比合作前二母品牌都高；當合作前兩母品牌的品牌權益為一高一低時，聯合品牌的品牌權益將介於二者之間。二、品牌權益組合對於各母品牌有顯著影響： 當企業與具備較高品牌權益的夥伴合作時，該企業的品牌權益將於合作後提升，反之則下降；當兩企業皆具高品牌權益時，合作後二者品牌權益皆會下降，反之，合作後兩者的品牌權益皆會上升。三、聯合品牌服務成效對於各母品牌與聯合品牌的品牌權益有顯著的正向效果。四、品牌權益組合與聯合品牌服務成效之間不具備交互效果。
Recently, the companies start utilizing the co-branding strategy to efficiently enhance their brand equity. This concept also appear on the academic paper, which focus on most product-intention brands but seldom service-intention ones. This research is to clarify the effects of brand equity mixes and service effects to the mother brands and the co-brand after the co-branding strategy in the aspect of consumers. This research examines the hyposises by 4 x 2 quasi-experiment design. First, after executing the pre-test, this research picked fried-chicken and soft drink stores as the matirials of experiment situation. Then, this research designed 8 versions of questionnaire to manipute 4 brand equity mixes and the service performance of the co-brand. The amount of efficient samples is 257 and the research methods are pair-T test and two-way ANOVA. The research results are: 1. Brand equity mixes have significant effects of the co-brand’s brand equity: When two mothers’ brand equity is both high, the co-brand will be lower than its mothers; in contrast, when they are both low, it will higher than them. When one mom is high and the other is low, the brand equity of the son will be between the two. 2. Brand equity mixes have significant effects of the mother brand’s brand equity: When the company co-operate with the one with higher brand equity, its brand equity will rise after co-operating. When both companies are high, they will drop after co-branding; in contrast, when both are low, they will rise.3. Service performance of the co-brand has significant positive effects to all parties.4. 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How buyers evaluate product bundles: A model of anchoring and adjustment, Journal of Consumer Research, 21, 342-353. 描述 碩士
國立政治大學
企業管理研究所
100355010
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100355010 資料類型 thesis dc.contributor.advisor 李嘉林 zh_TW dc.contributor.advisor Lee, Chia-Lin en_US dc.contributor.author (作者) 彭書婷 zh_TW dc.contributor.author (作者) Peng, Shu-Ting en_US dc.creator (作者) 彭書婷 zh_TW dc.creator (作者) Peng, Shu-Ting en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-七月-2013 17:55:13 (UTC+8) - dc.date.available 1-七月-2013 17:55:13 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2013 17:55:13 (UTC+8) - dc.identifier (其他 識別碼) G0100355010 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58729 - 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 zh_TW dc.description (描述) 100355010 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 近年來，企業開始利用聯合品牌策略、以合作的方式有效提升自身的品牌權益；學術界亦有許多關於聯合品牌的研究，但多專注於產品導向品牌應用該策略的效益，少有以服務導向的聯合品牌為研究對象。本研究從消費者的觀點探討服務業進行聯合品牌策略時，其本身與合作夥伴不同層級的品牌權益組合與聯合品牌服務成效對於企業本身、合作夥伴以及聯合品牌品牌權益的影響。 本研究透過4 x 2準實驗設計的方式進行假說驗證。首先，透過前測篩選出消費者心中最熟悉且兩者之間適配度最高的雞排店與手搖飲料店做為研究情境的素材；進一步操弄四種品牌權益組合（高高、高低、低高與低低）以及聯合品牌的服務成效（成功與失敗），形成八種實驗問卷，共回收257份有效樣本；最後以配對樣本T檢定以及雙因子變異數分析做為研究方法進行資料分析，本研究的研究結果證實：一、品牌權益組合對於聯合品牌的品牌權益具有顯著影響： 當二母品牌皆具高品牌權益時，該聯合品牌品牌權益將低於合作前二母品牌的品牌權益，反之，聯合品牌的品牌權益將比合作前二母品牌都高；當合作前兩母品牌的品牌權益為一高一低時，聯合品牌的品牌權益將介於二者之間。二、品牌權益組合對於各母品牌有顯著影響： 當企業與具備較高品牌權益的夥伴合作時，該企業的品牌權益將於合作後提升，反之則下降；當兩企業皆具高品牌權益時，合作後二者品牌權益皆會下降，反之，合作後兩者的品牌權益皆會上升。三、聯合品牌服務成效對於各母品牌與聯合品牌的品牌權益有顯著的正向效果。四、品牌權益組合與聯合品牌服務成效之間不具備交互效果。 zh_TW dc.description.abstract (摘要) Recently, the companies start utilizing the co-branding strategy to efficiently enhance their brand equity. This concept also appear on the academic paper, which focus on most product-intention brands but seldom service-intention ones. This research is to clarify the effects of brand equity mixes and service effects to the mother brands and the co-brand after the co-branding strategy in the aspect of consumers. This research examines the hyposises by 4 x 2 quasi-experiment design. First, after executing the pre-test, this research picked fried-chicken and soft drink stores as the matirials of experiment situation. Then, this research designed 8 versions of questionnaire to manipute 4 brand equity mixes and the service performance of the co-brand. The amount of efficient samples is 257 and the research methods are pair-T test and two-way ANOVA. The research results are: 1. Brand equity mixes have significant effects of the co-brand’s brand equity: When two mothers’ brand equity is both high, the co-brand will be lower than its mothers; in contrast, when they are both low, it will higher than them. When one mom is high and the other is low, the brand equity of the son will be between the two. 2. Brand equity mixes have significant effects of the mother brand’s brand equity: When the company co-operate with the one with higher brand equity, its brand equity will rise after co-operating. When both companies are high, they will drop after co-branding; in contrast, when both are low, they will rise.3. Service performance of the co-brand has significant positive effects to all parties.4. Brand equity mixes and the service performance of co-brand have no interaction. 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 研究問題與目的 3 第三節 研究流程 4第二章 文獻探討 5 第一節 聯合品牌 5 第二節 服務失敗 14 第三節 品牌權益 18 第四節、研究假說 20第三章 研究方法 22 第一節 觀念性架構 22 第二節 前測實驗設計 23 第三節 變數定義與衡量 29 第四節 正式實驗問卷設計 31 第五節 抽樣與分析方法 35第四章 研究結果 37 第一節 樣本結構 37 第二節 信效度檢驗 39 第三節 樣本同質性檢定 40 第四節 變數操弄檢定 42 第五節 假說驗證 43 第六節 小結 52第五章 結論與建議 53 第一節 研究結論 53 第二節 研究貢獻 56 第三節 管理上的意涵 57 第四節 研究限制 58 第五節 後續研究建議 60參考文獻 62附錄一、顧客基礎的品牌權益量表 68附錄二、前測問卷一：消費者對於服務組合的可能性評估 69附錄三、前測問卷二：服務品牌權益量表與情境 73附錄四、正式問卷 82 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100355010 en_US dc.subject (關鍵詞) 聯合品牌 zh_TW dc.subject (關鍵詞) 適配度 zh_TW dc.subject (關鍵詞) 外溢效果 zh_TW dc.subject (關鍵詞) 服務失敗 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) co-branding en_US dc.subject (關鍵詞) fit en_US dc.subject (關鍵詞) spill-over effect en_US dc.subject (關鍵詞) service failure en_US dc.subject (關鍵詞) brand equity en_US dc.title (題名) 服務業聯合品牌策略與聯合品牌服務成效對於品牌權益影響之研究 zh_TW dc.title (題名) A study of the influence of service brand equity from co-branding strategies and service performance of the co-brand en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分王鵬凱（民100）。品牌聯盟外溢效果之衡量─ 聯合分析法之應用。東吳大學企業管理研究所碩士論文，未出版，台北市。林建煌（民101）。服務行銷與管理。台北市：華泰文化。林蓓莉（民94）。服務品牌延伸效果之研究—延伸商品類別、契合度及成效之影響。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。行銷管理學（樓永堅、方世榮譯）（民95）。台北市：台灣培生教育。（原著出版年：2004）別蓮蒂（民92）。消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響。台灣管理學刊，3 (2)，65-84。李月華、朱章翰（民102）。品牌延伸方式對非典型延伸產品評估與品牌回饋效果之研究。輔仁管理評論，20 (2)，27-50。李雅靖、施凱瑜（民95）。媒體品牌優勢與延伸契合度對母品牌態度之回饋效果。臺大管理論叢，17 (1)，191-210。官思瑩（民86）。聯名信用卡品牌聯盟效益之探討－消費者申請意願之衡量。元智大學管理研究所碩士論文，未出版，桃園縣。品牌管理（吳克振譯）（民90）。臺北市：華泰。（原著出版年：1998）崔立新（民93）。服務業品質評量。台北市：五南圖書。曹逸雯（民101年10月26日）。服務業發展藍圖：經濟部將投入300億期2020年產值達4.7兆。NOWnews。陳振燧、呂芳洲（民89）。品牌聯盟策略影響品牌權益建立之研究。亞太管理評論，4 (4)，431-442。陳悅琴、黃昱傑（民98）。消費者參與服務之前因與後果之研究。2009服務業行銷研討會論文集， 535-561。張茂嵩（民92）。契合度與產品知識對品牌策略效果之影響。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。專業服務行銷分析與應用（俞利軍譯）（民101）。台北市：寂天文化。（原著出版年：2002）陳澤義（民101）。服務行銷與管理。台北市：華泰文化。黃郁恬（民91）。品牌權益、品牌聲譽一致性、品牌互補性以及品牌來源國對品牌聯盟成效之影響。國立中央大學企業管理研究所碩士論文，未出版，桃園縣。黃俊英（民89）。多變量分析。台北市：中國經濟企業研究所。黃哲盛、潘婉欣（民101）。以品牌概念圖重新探討品牌向下延伸決策。台大管理論叢， 23 (1)，85-118。蔡姍樺（民91）。品牌聯盟類型與結盟夥伴的品牌形象對消費者態度及購後不滿意之影響分析---以資訊零組件廠商為例。國立政治大學企業管理學系研究所碩士班碩士論文，未出版，台北市。鄭紹成（民86）。服務業顧客轉移因素之研究—以金融業員工及個人顧客觀點雙向探討。中山管理評論，5 (4)，879-897。蕭至惠、蔡進發、郭依儒（民100）。自我建構與自我複雜度對共品牌評價的影響。管理學報，28 (3)，267-287。賴錫昭（民93）。關係行銷在服務失誤與服務補救上對顧客滿意影響之研究-以航空業為例。真理大學企業管理研究所碩士論文，未出版，新北市。 二、西文部分Aaker, D. 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