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題 名 | 品牌聯盟的品質訊號傳遞效果之研究=The Quality Signaling Effect of Brand Alliances |
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作 者 | 潘明全; 高啟震; | 書刊名 | 大同學報 |
卷 期 | 26 1996.11[民85.11] |
頁 次 | 頁1-11+401 |
分類號 | 496.1 |
關鍵詞 | 品牌聯盟; 品質訊號; 傳遞; |
語 文 | 中文(Chinese) |
中文摘要 | 品牌可以傳遞產品品質訊息,在許多研究中得到證實。然而,為了傳遞更強烈的品質訊號給消費者,以避免市場訊息不對稱的情形產生,許多廠商運用另一種品牌行銷策略,品牌聯盟,來達成這項目的。品牌聯盟在本研究中的定義為--某廠商為增益其本身產品之品牌形象及品質訊號,經由它廠商授權,利用它廠商品牌名稱所組合成之聯合品牌遂行其行銷策略的一種聯盟形式。 Rao 和 Ruekert ( 1994 )在其研究中陳述品牌聯盟可以達到兩種效果:一、對不可觀察的品質受到懷疑時,進行品牌聯盟可以使消費者的品質認知提高。二、對於可觀察的產品屬性而言,進行品牌聯盟可以傳達產品確實具有某些屬性的訊息。然而,這項結論並未進行實證。因此,本研究以實驗設計的方式來證實品牌聯盟確實可以增進消費者對產品品質的認知及傳遞特殊產品屬性的訊號,進而增進消費者的購買意願。 實驗的結果歸納出以下結論:(一)品牌確實可以傳遞產品品質訊息。(二)有品牌聯盟時,消費者的產品品質的認知、購買意願及對特殊產品屬性的認知均較無品牌聯盟的情形高。(三)當進行品牌聯盟時,與高名聲品牌聯盟消費者會有較高的產品品質的認知及對特殊產品屬性的認知。(四)消費者對品質的敏感度愈高,品牌聯盟傳遞產品品質訊號的效果愈好,消費者對產品品質的認知及購買意願就愈高。(五)由於具有較佳評估產品品質能力的消費者較易發現產品真實品質,因此在真實產品品質較差的情形下進行品牌聯盟時,具有較佳評估產品品質能力的消費者,其對產品品質的認知也較評估產品品質能力較差的消費者為低。 |
英文摘要 | Former researches have proved that a brand could signal product quality. However, to send stronger signals to customers for preventing the occurrence of information asymmetry in markets, firms utilized a wiser brand marketing tool, the brand alliance. In this study, the brand alliance is defined as a strategic alliance which is formed by combining private brands of a firm with other firms' brands. And by this strategy, firms could strengthen consumers' perceptions of product quality through conveying quality signals to consumers efficiently. Rao and Ruekert (1994) commented that brand alliances could contribute two kinds of effects: First, when the unobservable quality of a product is suspect, brand alliances can enhance consumers' perceptions of product quality. Second, for observable product attributes, a brand alliance can convey information about the enhancement of the attributes available in a product. However, in their study, no empirical proving processes were performed for those effects. Thus, an experiment was designed to prove the existence of signaling effects of brand alliances. According to the experiment results, we obtained the following conclusions: 1.Brands convey information of product quality for sure. 2.Performing brand alliances could enjoy higher consumers' perceptions of product quality, purchase intentions and perceived particular product attributes than not performing brand alliances. 3.Under the condition of performing brand alliances, the higher the reputation of the allied brand, the higher the consumers' perceptions of product quality and particular product attributes will be created. 4.When consumers' quality-sensitivity is high, a brand alliance could build significant effects. Consequently, higher purchase intentions and perceived quality of consumers will occur. 5. Under the condition of performing brand alliances, if the true quality of the product is really poor, the perceived product quality of consumers with fine ability to evaluate quality will be lower than that of consumers with poor ability to evaluate quality, since consumers with fine ability could reveal the true quality of the product easily. |
本系統中英文摘要資訊取自各篇刊載內容。