题名

依附風格、品牌個性、品牌依附與品牌評價之研究：共品牌觀點

并列篇名

The Study of Attachment Style, Brand Personality, Brand Attachment and Co-branding Evaluation from the Co-branding Perspective

DOI

10.6504/JOM.2013.30.04.02

作者

蕭至惠(Chih-Hui Hsiao)；蔡進發(Chin-Fa Tsai)；粘清旻(Qing-Min Nian)

关键词

品牌個性 ； 品牌依附 ； 共品牌評價 ； Brand Personality ； Brand Attachment ； Co-branding Evaluation

期刊名称

管理學報

卷期/出版年月

30卷4期（2013 / 09 / 01）

页次

323 - 344

内容语文

繁體中文
中文摘要

本研究以心理學的依附理論為依據，共分三項前測及兩個正式實驗，並選擇480位大學生為受測者，試圖瞭解不同「依附風格」的自我個體與不同的「共品牌個性組合」對「共品牌評價」的影響。其次，希冀瞭解「夥伴品牌之品牌依附」與「共品牌評價」之間的關係，並釐清「夥伴品牌與共品牌之產品品類契合度」對此關係是否具有干擾作用。結果顯示：1.「懼怕型依附風格」對雙興奮個性之共品牌評價顯著高於雙真誠個性者，然「沉溺型依附風格」的結果，則反之；2.在「沉溺型依附風格」促發下，個體對單一個性品牌（雙真誠或雙興奮）的共品牌評價顯著高於具有雙重個性的共品牌（既真誠又興奮）；3.夥伴品牌之品牌依附與共品牌評價呈現正相關，其間關係並受到產品品類契合度的干擾。上述研究發現將有助於企業日後發展共品牌行銷策略。
英文摘要

Based on the attachment theory of psychology field, the study included three pre-tests and two experiments, and we chose 480 university students as our subjects. The study aimed to examine whether the co-brand evaluation was affected by the individuals with attachment style and the co-brand combination of two brand personalities. Moreover, we also investigated the relationships between the attachment of partner brand and co-brand evaluation and whether the product category fitness of partner brand and co-brand played a moderator role between both.The results were as follows: (1) Fearful attachment had a higher co-brand evaluation on the double-exciting personality brand than on the double-sincere personality brand. However, the preoccupied attachment had a lower co-brand evaluation on the double-exciting personality brand than on the double-sincere personality brand. (2) When the preoccupied attachment style was primed, the individuals had higher co-brand evaluation on the single personality (either double-sincere or double-exciting) than on the double personalities (both sincere and exciting). (3) The brand attachment of partner brand was positively related to the co-brand evaluation. Their relationship was moderated by the product category fitness. Our conclusions are helpful to the enterprises when they develop co-brand strategies for their targeted customers.
主题分类 社會科學 > 管理學
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被引用次数
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  2. 魏妤倩、蕭苑瑜、蔡進發、陳冠穎(2017)。元件品牌的品牌依附和品牌形象、共品牌契合度、共品牌評價與共品牌購買意願關係之研究。行銷評論，14(1)，23-50。
  3. 蕭英里、李家瑩(2017)。消費者品牌依附與規避行為：以數位行動商品iPhone 之行銷策略為例。商略學報，9(4)，279-296。
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