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題 名 | Are Attitude Toward the Parent Brand and Perceived Fit Important to Attitude Toward the Co-brand? The Moderating Role of Variety-Seeking=母品牌態度、知覺契合度對於聯合品牌態度重要嗎?多樣化尋覓特質的干擾角色 |
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作 者 | 林少龍; 闕壯宏; | 書刊名 | 多國籍企業管理評論 |
卷 期 | 8:2 2014.09[民103.09] |
頁 次 | 頁205-224 |
分類號 | 496.1 |
關鍵詞 | 母品牌態度; 知覺契合度; 聯合品牌態度; 多樣化尋覓; Attitude toward the parent brand; Perceived fit; Attitude toward the co-brand; Variety-seeking; |
語 文 | 英文(English) |
中文摘要 | 本研究主要目的為探討消費者的多樣化尋覓特質對母品牌態度、知覺契合度與聯合品牌態度的干擾效果。採用實驗法,以鮮果汁運動飲料作為聯合品牌產品,研究程序包含預試與正式實驗,預試目的為篩選出正式實驗所需的聯合品牌及產品。正式實驗採用3(鮮果汁品牌)×3(運動飲料品牌)的組間因子設計,共計9組實驗方格,每一方格樣本數30人,回收有效樣本267人。研究結果顯示,(1)母品牌態度正向影響聯合品牌態度;(2)知覺契合度正向影響聯合品牌態度;(3)高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言,母品牌態度更正向影響聯合品牌態度;(4)高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言,知覺契合度更正向影響聯合品牌態度。本研究討論研究發現在理論及實務上的意涵,並對未來研究方向提出建議。 |
英文摘要 | The main purpose of this study is to explore the moderating effect of variety-seeking on the relationship between attitude toward the parent brand, perceived fit and attitude toward the co-brand. This study uses the experimental research including a pretest and final experiment, and a fictitious sports drink of fresh juice as the co-branded product. The purpose of pretest is to select the parent brands and co-brand product. The experiment was a 3 (fresh juice brands)×3 (sports drink brands) between-subject factor design. 30 university students are assigned to each experimental treatment of between-subject factor design. The data are provided by 267 students. The result reveals that (1) attitude toward the parent brand positively affects attitude toward the co-brand; (2) perceived fit positively affects attitude toward the co-brand; (3) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of attitude toward the parent brand on attitude toward the co-brand is stronger; (4) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of perceived fit on attitude toward the co-brand is stronger. This study discusses the implications in theory and in managerial practice, and suggestions for the future study. |
本系統中英文摘要資訊取自各篇刊載內容。