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系統識別號 U0026-0812200911553994
論文名稱(中文) 負面試驗效果與品牌呈現方式對於共同品牌品牌權益之影響—以聯名卡為例
論文名稱(英文) The influence of negative trial effect and card design on co-branded brand equity—the case of co-branded card
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 94
學期 2
出版年 95
研究生(中文) 張郁堂
研究生(英文) Yu-Tang Chang
學號 r6693123
學位類別 碩士
語文別 中文
論文頁數 56頁
口試委員 指導教授-劉宗其
口試委員-吳師豪
口試委員-黃明新
中文關鍵字 試驗效果  品牌權益  共同品牌  品牌聯盟 
英文關鍵字 trial effect  brand equity  cobranding  brand alliance 
學科別分類
中文摘要 為了檢驗負面試驗效果對於共同品牌之組成品牌的溢出效果,以及巢居概念形成在共同品牌扮演的腳色,本研究以聯名卡為研究主體,進行了2 × 2 × 3的實驗設計。結果發現,在面臨負面試驗效果時,雖然高權益品牌的品牌權益變動幅度大於低權益品牌,但是與低權益品牌的搭配時卻不會拉低高權益品牌本身的品牌權益,更有甚者,兩者的組合可以緩和低權益品牌受到負面試驗效果的傷害。而有關卡面的設計對權益變動的影響,理論的預測並沒有完全得到驗證,首領品牌與修正品牌皆會因負面試驗效果而使得品牌權益下降,然而品牌權益下降的幅度大小順序則得到部分的支持。最後,在兩品牌皆醒目的並列情況時,高權益品牌受到顯著的對比效果影響。





英文摘要 To examine the spillover effect of negative trial on constituent brands of the cobranding and the roll of nested concept formation in cobranding strategy, a 2 × 2 × 3 experiment design which use cobranded credit card as the case was conducted. The study found that when negative trial was occurred, the equity change of high equity brand was significantly larger than low equity brand. However, paring with low equity brand did not lower the equity of high equity brand. In contrast, the high/low combination could mitigate the damage of negative trial over low equity brand. As for the influence of card design, the predictions of theory were not fully supported. The equity of header brand and modifier brand was lowered significantly, but the order of equity change was partly supported. To our surprise, when the paring of two brand was equally eye-catching, a contrast effect was to take place and influenced the high equity brand.





論文目次 摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第壹章 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 3
第貳章 文獻探討 4
第一節、 品牌權益 4
第二節、 共同品牌 6
第三節、 溢出效果(spillover effect) 8
第四節、 試驗效果(trial effect) 9
第五節、 巢居概念形成/複合概念形成(Nested concept formation process/composite concept formation process) 12
第六節、 品牌權益與卡面設計的交互作用 14
第參章 研究方法 15
第一節、 研究方法 15
第二節、 前測 18
第三節、 操弄變數與測量 21
第四節、 實驗步驟 24
第五節、 樣本結構 25
第肆章 研究結果 26
第一節、 信度與操弄檢驗 26
第二節、 假設檢定 30
第伍章 結論與建議 38
第一節、 結論與討論 38
第二節、 研究貢獻與管理意涵 40
第三節、 研究限制與未來研究建議 42
參考文獻: 44
附錄一 前測問卷 46
附錄二 正式問卷 50

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