以行銷聯盟經營品牌對品牌權益的影響

Abstract

本研究探討「行銷聯盟」對品牌權益的影響。此處的行銷聯盟，意指兩個或兩個以上的廠商，以相同的品牌販賣同一商品或不同商品。品牌權益由五個構面組成，包括品牌知名度、品牌忠誠度、知覺品質與領導力、品牌聯想與差異化、以及市場狀況評估。本研究以筆記型電腦和高級手錶為實驗產品，在臺灣地區及中國大陸上海地區進行實證研究，台灣地區共回收六百份可用問卷，在中國上海地區共回收三百份。 本研究提出以「行銷聯盟」的新假設，同時在臺灣地區及中國大陸上海地區進行實證研究，前提為滿足消費者需求，藉由探討對於品牌經營的一種創新市場行為及策略性新行銷模式，發現足夠創造及提升品牌權益的關鍵影響向度與範圍。本研究以變異數分析、雪費檢定、T檢定及z檢定等資料分析方法，實證研究結果發現，筆記型電腦和高級手錶兩種商品，以「行銷聯盟」經營品牌的運作模式，在臺灣地區與中國上海地區，都獲受測者較高的評價，更明確的說，「行銷聯盟」的「品牌知名度」權益水準高於非行銷聯盟。「行銷聯盟」的「品牌忠誠度」權益水準高於非行銷聯盟。「行銷聯盟」的「品牌聯想及差異化」權益水準高於非行銷聯盟。「行銷聯盟」的「知覺品質及領導力」權益水準高於非行銷聯盟。「行銷聯盟」的「市場評估狀況」權益水準高於非行銷聯盟。本研究最後針對實證資料所得到的結果，提出實務和後續研究的建議。 關鍵字：聯合行銷、品牌權益、品牌知名度、品牌忠誠度、品牌聯想、知覺品質。

The research examines how joint marketing alliance influences brand equity. Joint marketing means two or more manufacturers sell the same or different products with the same brand. Brand equity consists of 5 dimentsions, i.e., brand awareness, brand loyalty, perceived quality, brand association and differentiation, and competitive advantage. Laptops and luxury watches are the subjects of the study. A total of 600 usable questionnaires from Taiwan and 300 usable questionnaires from Shanghai, China are collected. Using ANOVA, T-test, Sheffe’s test, z-test to analyze the collected data, the research finds that joint marketing alliances for the two products are well received by respondents both in Taiwan and in Shanghai, China. The levels of brand awareness, brand loyalty, perceived quality, brand association and differentiation in the joint marketing groups are much higher than those in groups without joint marketing. The results of this research provide valuable insights into developing branding strategies in both Taiwan and China. Implications for marketing strategics as well as future research are provided. Key word: Joint marketing, Brand equity, Brand awareness, Brand loyalty, Perceived quality, Brand association and differentiation.