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系統識別號 U0026-2406201919513600
論文名稱(中文) 聯名與公司品牌價值關係
論文名稱(英文) The Relationship between Cobranding and the Brand Equity
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 107
學期 2
出版年 108
研究生(中文) 許淯婷
研究生(英文) Yu-Ting Hsu
學號 R66061027
學位類別 碩士
語文別 英文
論文頁數 32頁
口試委員 指導教授-張紹基
口試委員-王綺楓
口試委員-翁鶯娟
中文關鍵字 品牌  品牌資產  異常收益 
英文關鍵字 Cobranding  Brand equity  Abnormal returns 
學科別分類
中文摘要 聯合品牌已成為許多行業中許多公司的喜愛的戰略。從自可口可樂與Nutra Sweet聯名,Lay與KC Masterpiece合作品牌,Nike合作品牌與Apple合作。聯合品牌不僅可以幫助企業在進入一個未知的新市場時降低風險,還可以減少營銷和廣告費用。從合作夥伴的承認中,聯合品牌可以幫助公司建立一個更強大的品牌,從而帶來穩健的未來現金流。我從Product Launch Analytics收集了2009年至2018年在美國的聯合事件。我會檢測不同級別的品牌資產是否會影響聯合協議中的異常收益。結果表明,當兩個高品牌共同合作時,兩者都會有正的異常收益。然而,在一個高品牌和一個低品牌及兩個低品牌共同合作的情況下,兩個品牌都會有負面的異常回報。我還檢驗了其回歸,結果顯示,兩個高品牌資產品牌,一個低品牌和一個高品牌和兩個低品牌的組合,隨著異常收益而正向增加。
英文摘要 Co-branding has been a beloved strategy for many firms in various industries. From Coca-Cola cobranded with Nutra Sweet, Lay’s co-branded with KC Masterpiece to Nike co-branded with Apple. Co-branding can not only help firms reduce risks when entering an unknown new market, but also reduce the marketing and advertising expenses. From the acknowledge from the partner, co-branding can help firm build a stronger brand which leads to firm future cash flow. I collect co-branding events in United States from 2009 to 2018 from Product Launch Analytics. I exam whether different level of brand equity would affect the abnormal returns in a co-branding agreement. The result shows that when both high brand equity brands cobrand together, both will have positive abnormal returns. However, in the case of one high brand equity cobrands with one low brand equity and two low brand equity brands cobrand together, both brands would have negative abnormal returns. I also exam the regression, the result shows that the combination of two high brand equity brands, one low brand equity brand cobrand with one high brand equity and two low brand equity brands, positively increase with the abnormal returns.
論文目次 SUMMARY I
ACKNOWLEDGEMENTS III
CHAPTER ONE 1
INTRODUCTION 1
1.1 Research Background and Motivation 1
CHAPTER TWO 5
LITERATURE REVIEW 5
2.1 Perspective of brand equity and firm value. 5
2.2 Perspective of cobranding and firm value. 7
2.3 Variable Definitions 8
2.4 Hypotheses 10
CHAPTER THREE 15
RESEARCH METHODOLOGY 15
3.1 Sample and Data Collection. 15
3.2 Summary of Hypothesis 16
3.3 Measure 17
3.4 Models 20
CHAPTER FOUR 21
RESULTS 21
4.1 Sample Statistics 21
4.2 Regression Result 22
4.3 Testing Hypothesis 24
CHAPTER FIVE 26
CONCLUSION 26
5.1 Summary and Discussion 26
5.2 Limitation and Future Research 28
REFERENCE 30
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