聯合成份品牌化策略對私有品牌評價之影響：產品知識與品牌－品質聯想性之干擾效果

The Influence of Cobranded Ingredient Branding Strategy on Consumers' Evaluation for Private Label Brand: The Moderating Effects of Product Knowledge and Brand-Quality Association

10.6295/TAMJ.2011.1101.04

吳長生(Paul C. S. Wu)；黃慧新(H. H. Huang)；陳麒仁(Chi-Jen Chen)

成份品牌化策略 ； 私有品牌 ； 產品知識 ； 品牌―品質聯想性 ； 產品類風險 ； ingredient branding strategy ； private label brand PLB ； product knowledge ； brand-quality association ； category risk

台灣管理學刊

11卷1期（2011 / 02 / 01）

69 - 89

繁體中文

本研究以品牌聯盟和推敲可能模式理論為基礎，探討私有品牌產品利用全國性品牌成份的聯合成份品牌化策略對消費者之私有品牌產品評價影響，並探討消費者的產品知識與「品牌―品質聯想性」對聯合成份品牌化與私有品牌產品評價關係間之干擾效果。 研究樣本取自量販店消費後的消費者，有效樣本579份。結果顯示，聯合成份品牌化策略對私有品牌產品評價有正向影響。其次，當產品為產品類風險較高的個人電腦時，消費者的產品知識會在聯合成份品牌化與私有品牌產品評價的正向關係上產生減低的干擾效果；對於產品類風險較低的牛奶冰淇淋產品，則無此干擾效果。而不論個人電腦或牛奶冰淇淋，消費者的品牌―品質聯想性會在聯合成份品牌化對私有品牌產品評價的正向影響上產生加強的干擾效果。

Based on brand alliance literature and elaboration likelihood model (ELM), this research aims to examine the influences of cobranded ingredient branding strategy on consumers' evaluation for private label brand (PLB) using national brand's ingredient. Besides, the moderating effects of consumers' product knowledge and brand-quality association on the relationship between cobranded ingredient branding strategy and consumers' evaluation for PLB are also examined. The subjects who shopped in the merchandise stores were asked to participate in the study, and 579 effective samples are collected. The results showed that cobranded ingredient branding strategy has positive influence on consumers' evaluation for PLB. Besides, for higher risk category like personal computers, consumers' product knowledge will reduce the main effect of the positive relationships between cobranded ingredient branding strategy and consumers' evaluation for PLB; but for lower risk category like the milk ice cream, there is no such moderating effect. And for both the two product categories, consumers' brand-quality association will reinforce the positive relationships between cobranded ingredient branding strategy and consumers' evaluation for PLB.

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