企業品牌傘策略之企業名稱背書效果

The Effects of Corporate Brands as Endorsers in Corporate Umbrella Branding Strategy

10.6504/JOM.2003.20.06.05

別蓮蒂(Lien-Ti Bei)

企業品牌傘策略 ； 背書效果 ； 企業形象 ； Corporate Umbrella Branding Strategy ； Endorsement Effect ； Corporate Image

管理學報

20卷6期（2003 / 12 / 01）

1175 - 1199

繁體中文

本研究將借助企業名稱來提攜新產品及品牌的品牌策略稱為「企業品牌傘策略」，突顯其以企業名稱庇蔭個別產品品牌的效果。研究目的除了確認在企業品牌傘策略中，企業品牌的背書效果之外，並比較企業品牌傘、企業品牌與個別產品三種品牌策略，對新產品在消費者信任程度與產品市場接受度的效果，同時探討企業形象對企業品牌傘策略效果的影響。本研究選擇運動鞋的Nike和Jump(將門)、行動電話的Nokia和Sugem，分別為Fiatte菲雅堤皮包、Advanstar晨星鬧鐘、Sablaze閃捷自行車、Provision博仕單槍投影機背書，以模擬平面廣告施測於499位大學生，為2(企業品牌形象：高與低)x2(企業品牌背書程度：牆裡背書與略微背書)x2(品牌策略：企業品牌傘與企業品牌)的實驗設計，另有一個無企業背書之個別產品品牌的控制組。研究結果顯示，有企業品牌背書的新產品市場接受度更高，整體而言，企業品牌傘策略的效果最佳，當廠商意圖多角化至與原產品類別不太相關的領域時，企業品牌傘是一種兼具企業品牌與個別品牌優點的品牌策略。

The purpose of this study is to investigate the endorsement effects of corporate umbrella branding strategy, to compare this branding strategy with corporate branding and product branding strategies, :branding strategies) x 2 (endorsement: strong and weak) x 2 (corporate image: strong and weak) incomplete (branding strategies) x 2 (endorsement: strong and weak) x 2 (corporate image: strong and weak) incomplete experimental design collects data from 499 college students through color printed advertisements. The results show that corporate umbrella branding strategy creates a more reliable perception toward the new branding strategy has higher market acceptability than under corporate branding strategy. Corporate umbrella branding is a relatively better strategy suggested to marketers who intend to endorse a new product, which is not similar to the original products.

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