消費者─品牌關係對於廣告形式品牌聯盟態度之影響

Abstract

近幾年，由於品牌市場競爭激烈，各家公司無不卯足全力來創造自家品牌的價值，因此有許多公司會利用與別家品牌的合作來創造新的品牌價值以求增加市場佔有率，事實上，依據過去研究，學者把此種品牌行銷策略稱做品牌聯盟，而品牌聯盟又分作三種不同形式的策略，分別是：合作聯盟、廣告聯盟、材料零組件聯盟。然而，過去許多學者僅單從品牌、產品類別組合的角度來探討影響品牌聯盟的因子，也就是消費者認知適合度高低問題，而忽略了另一方面消費者是會依據自我與品牌之間的關連來評判對此品牌聯盟的態度，而我們把這種消費者行為稱做：消費者-品牌關係，又可以分為共有關係(例:貴賓)及交換關係(例:一次性的生意往來)，另外由於適合度低的品牌聯盟狀況主要只會在廣告聯盟的形式下產生。因此，本篇研究主要探討在適合度高以及適合度低的兩種不同狀況下，經過調節因子─消費者-品牌關係的操弄會如何影響消費者對廣告聯盟的整體態度(假設一)、主要品牌(假設二)以及聯盟品牌(假設三)的態度。在一般情況下，根據過去學者的研究指出，共有關係的消費者會比交換關係消費者更容易接受適合度低的品牌合作。然而本篇研究假設，透過聯想網絡的記憶鍵結，會使得在適合度高的情形下，交換關係的消費者對廣告聯盟的態度會高於共有關係的消費者；而在適合度低的情形下，則是共有關係消費者對廣告聯盟態度會高於交換關係消費者。然而實驗結果發現，消費者-品牌關係並不會對造成調節效果，更甚消費者認知適合度也只有在整體態度會產生直接影響，而對主品牌以及聯盟品牌都沒有顯著影響，而造成這樣的結果，我們認為是擴散效應造成的作用，因為根據過去研究，組合之間的品牌有可能會因為擴散作用而互相影響，而這相互影響又通常是具有不對稱的特性，所以，我們認定在品牌選取時導致了擴散效應的出現進而影響了調節因子的作用。而本研究主要會為品牌行銷領域提供理論以及實務上的建議，並讓其了解在實施廣告品牌聯盟時須注意的一些細節。

Recently, due to the competing of the brand market, more and more companies are focusing on increasing the value of its brands. Therefore, lots of companies will try to cooperate to other brands in order to create brand value and increase market share. According to prior work, this kind of brand marketing strategy was called “brand alliance.” In fact, brand alliance have three types：cobranding, advertising promotion, Ingredient brand alliance. However, many researchers only focus on the effect that will influence the brand or category’s combination, that is, consumer’s perceiving fit. They neglected consumers will judge the brand by the connection of them and brands, and we called this norm for consumer-brand relationship. It has two different dimensions: communal (e.g., VIP) and exchange (e.g., business relation). Exactly, , we only focus on the advertising promotion brand alliance in this essay, due to the probability of the non-fit situation will more possible in this kind of brand alliance. Therefore, in our research we discussed two different situation─ high level of fit and low level of fit will how being influenced by moderate effect and will how react to the overall attitude toward brand alliance (H1) and attitude toward host brand (H2) and ally brand (H3). However, in this essay, we assumed that by the associative network which can activate memory nodes and will let consumers in the exchange relationship evaluate their attitude higher than those in the communal relationship also the same hypothesis on the attitude toward host brand and ally brand. However, as the result showed that the moderate effect was not significant and consumer’s perceiving fit only affected on the overall attitude. According to the results, we thought there may be exist spillover effect to decrease the effect of associative network. Finally, this research can provide some suggestions for marketing managers and to suggest some advices for the detail when they try to launch advertising promotion brand alliances.