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系統識別號 U0026-0812200915202947
論文名稱(中文) The Analysis of Brand Alliance for Telecommunications Industry in Taiwan
論文名稱(英文) The Analysis of Brand Alliance for Telecommunications Industry in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 林怡君
研究生(英文) Yi-Chun Lin
學號 ra795117
學位類別 碩士
語文別 英文
論文頁數 70頁
口試委員 指導教授-徐木蘭
召集委員-洪光宗
口試委員-邱冠燿
中文關鍵字 Fit  Brand Equity  Brand Alliance  Co-Brand  Trust 
英文關鍵字 Brand Alliance  Co-Brand  Fit  Trust  Brand Equity 
學科別分類
中文摘要 Under the pressure of fierce competition, Taiwan’s telecommunication industry needs to maintain a high degree of competitiveness in order to respond to an era of rapid technological change. Brand alliances, which are based on the win-win principle, have become an effective solution for telecommunication companies to enhance their competitiveness. Thus, brand alliances now constitute the most promising business model for telecommunication companies in the 21st century.
This study investigates which key factors affect decisions when choosing a co-branding partner. Specifically, of the decisions related to selecting brand alliances within Taiwan Mobile Company are analyzed. The results of this study are as follows:
1. When implementing a brand alliance strategy, brand fit has a positive impact toward the consumer’s perception of the product.
2. When implementing a brand alliance strategy, product fit has a positive impact toward the consumer’s perception of the product.
3. When implementing a brand alliance strategy, brand equity has a positive impact on brand and product fit and the consumer’s evaluation of the product.
4. The trust between alliance members strongly correlates with achieving the goals of the alliance.
英文摘要 Under the pressure of fierce competition, Taiwan’s telecommunication industry needs to maintain a high degree of competitiveness in order to respond to an era of rapid technological change. Brand alliances, which are based on the win-win principle, have become an effective solution for telecommunication companies to enhance their competitiveness. Thus, brand alliances now constitute the most promising business model for telecommunication companies in the 21st century.
This study investigates which key factors affect decisions when choosing a co-branding partner. Specifically, of the decisions related to selecting brand alliances within Taiwan Mobile Company are analyzed. The results of this study are as follows:
1. When implementing a brand alliance strategy, brand fit has a positive impact toward the consumer’s perception of the product.
2. When implementing a brand alliance strategy, product fit has a positive impact toward the consumer’s perception of the product.
3. When implementing a brand alliance strategy, brand equity has a positive impact on brand and product fit and the consumer’s evaluation of the product.
4. The trust between alliance members strongly correlates with achieving the goals of the alliance.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Defining Brand Alliances. 1
1.1.2 Benefits of Brand Alliances. 3
1.1.3 Principles behind Brand Alliances. 4
1.2 Motivation. 4
1.2.1 The Development of Taiwan Telecom Industry. 5
1.2.2 The Necessity of Implementing Brand Alliances in Different Vocations for Taiwan’s Telecommunication Industry. 9
1.3 Purpose. 10
1.4 Research Limitations. 10
CHAPTER TWO LITERATURE REVIEW 12
2.1 Definitions and Strategic Direction of Brand Alliances in Different Vocations. 12
2.2 Relevant Empirical Literature. 14
2.2.1 The Significance, Elements and Development Trend of Brand Alliance in Different Vocations. 14
2.2.2 The Strategic Orientation of Brand Alliance. 19
2.2.3 The Main Tools of Brand Alliance Broadcasting. 20
CHAPTER THREE RESEARCH METHODOLOGY 23
3.1 Survey Instrument. 23
3.2 Sampling. 24
3.3 Data Collection. 25
3.3.1 Secondary Data. 25
3.3.2 Primary Data. 26
3.4 Data Analysis. 26
3.4.1 Inductive Method. 26
3.4.2 Deductive Method. 27
3.4.3 Content Analysis. 27
3.4.4 Reliability and Validity. 28
CHAPTER FOUR RESEARCH RESULTS 29
4.1 Company Introduction. 29
4.1.1 Taiwan Mobile Company Background. 29
4.1.2 Brand Alliances of Taiwan Mobile Company. 30
4.2 Analysis Results. 31
4.3 Fit. 32
4.3.1 Brand Fit. 33
4.3.2 Product Fit. 34
4.4 Brand Equity. 37
4.4.1 Brand Loyalty. 37
4.4.2 Brand Awareness. 38
4.4.3 Brand Association. 38
4.4.4 Perceived Quality. 39
4.5 Conflicts and Problems in Brand Alliance. 39
4.6 Propositions. 40
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 42
5.1 Research Conclusions. 42
5.2 Research Suggestions. 43
5.2.1 Academic Suggestions. 43
5.2.2 Pragmatic Suggestions. 44
REFERENCES 47
APPENDICES 52
Appendix 1: Questionnaire 52
Appendix 2: Interview Transcriptions - A 54
Appendix 3: Interview Transcriptions - B 58
Appendix 4: Interview Transcriptions - C 62
Appendix 5: Summary of Themes: Interviewee A 66
Appendix 6: Summary of Themes: Interviewee B 68
Appendix 7: Summary of Themes: Interviewee C 69
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