品牌情緒依附對聯合品牌行為意圖之影響：認知需求及聯合品牌態度的干擾中介效果

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题名:	品牌情緒依附對聯合品牌行為意圖之影響：認知需求及聯合品牌態度的干擾中介效果
其它题名:	The Effect of Brand Emotional Attachment on Consumer Behavior Intentions toward Co-brands: The Moderating and Mediating Effects of Need for Cognition and Co-brand Attitude
作者:	林少龍
贡献者:	國際貿易學系
关键词:	品牌情緒依附認知需求聯合品牌品牌聯盟 emotional brand attachment need for cognition co-brandig brand alliancen
日期:	2013-08
上传时间:	2014-02-27 13:26:41 (UTC+8)
摘要:	利用現有品牌導入新產品的策略已廣泛地被企業運用在當今的市場上，其主要優勢在降低進入市場的成本及風險，同時槓桿利用現有品牌的品牌權益(Keller, 2003)。品牌聯盟為重要策略之一，且為學者們的重要研究領域(e.g., Besharat, 2010; Desai and Keller, 2002; Park, Jun, and Shocker, 1996; Levin and Levin, 2002; Simonin and Ruth, 1998)，聯合品牌策略(co-branding) 是品牌聯盟的一種型式 (Grossman and Till, 1998)。許多研究曾探討個別品牌對聯合品牌評估的影響，此一研究趨勢主要在檢驗母品牌態度及兩個母品牌的配適度與產品的配適度(Baumgarth, 2004; Heling, Huber and Leeflang, 2007; Simonin and Ruth, 1998)以及母品牌權益(Besharat, 2010)對聯合品牌評估的影響。品牌情緒依附會影響消費者對於品牌的反應(如，品牌忠誠度及溢價購買) (Thomson et al., 2005)，同時品牌情緒依附為“熱”的情感與品牌態度的“冷”的情感不同，甚至超越品牌態度的價值(Park et al., 2010; Thomson et al., 2005)，然而品牌情緒依附如何影響聯合品牌的態度及行為意圖之研究尚有所缺乏。不同認知需求(need for cognition)的人從事不同的資訊處理程序，進而形成不同的態度、判斷及決策(Cacioppo, Petty, and Morris, 1983; Levin, Huneke, and Jasper, 2000)，並且形成不同的產品的評估及消費行為意圖(Haugtvedt, Petty, and Cacioppo,1992; Srivastava and Sharma, 2011)。本研究將導入認知需求以探討其對品牌情緒依附與聯合品牌反應關係的干擾效果。本研究的主要目的在探討品牌情緒依附如何影響聯合品牌的態度及行為意圖(購買意圖、口碑傳播、溢價購買及原諒錯誤等意圖)，同時了解認知需求在聯合品牌中的干擾效果，協助行銷經理人超越品牌態度及品牌配適度，應用品牌情緒依附以促進聯合品牌的成功。研究方法：採用實驗法，以大學學生為研究對象，將進行 2個實驗，實驗 1及 2分別以快速消費品及耐久消費品為實驗產品，以虛擬情境操弄聯合品牌，認知需求於回收問卷後將其分為高/低兩組，因此本研究採用 4(母品牌 A)×4(母品牌 B)×2(認知需求：高/低)的組間與組內混合的因子實驗設計。採用驗證性因素分析檢驗效度，以 Cronbach’α檢驗信度，並以結構方程模式(SEM)檢驗研究假設。研究重要性與預期貢獻：本研究探討品牌情緒依附及認知需求如何影響聯合品牌的態度及行為意圖，以彌補現有文獻的不足，整合品牌情緒依附及聯合品牌的研究領域。實務上，協助行銷經理人了解高品牌情緒依附的品牌不但確保聯合品牌的成功，同時為聯合品牌夥伴選擇上的一個強力指標。此外，在推出聯合品牌的行銷活動上除了對於不同認知需求區隔的消費者應差異化，並且需與時俱進推出不同的行銷活動，才能提升行銷活動的效益。 Research background, problems and purposes: Firms have been extensively using an existing brand to launch a new product as their strategy in the market today. The major advantage is to reduce costs and risks to enter a market (Tauber, 1988; Volckner & Sattler, 2006) and leverage the brand equity of an existing brand (Keller, 2003). Brand alliance, one of this strategy, has become one of the researchers’main focuses (e.g., Besharat, 2010; Desai and Keller, 2002; Park, Jun, and Shocker, 1996; Levin and Levin, 2002; Simonin and Ruth, 1998). Co-branding is one of the forms of the brand alliance strategy (Grossman and Till, 1998). Many studies have explored the effect of individual brands on the evaluation of co-branding. This stream mainly examines the effect of the attitudes toward parent brands, the fit of two parent brands and products (Baumgarth, 2004; Heling, Huber and Leeflang, 2007; Simonin and Ruth, 1998), and parent brand equity(Besharat, 2010) on the evaluation of co-branding. Emotional brand attachment influences consumer responses to brands, such as brand loyalty and willing to pay a price premium (Thomson et al., 2005). In addition, brand emotional attachment is a “hot”, stimulus-induced form of affect and different from “cold”affect of brand attitude, and moreover, it is beyond the value of brand attitude (Park et al., 2010; Thomson et al., 2005). However, there is a lack of research on how emotional brand attachment affects consumer’s attitude and behavior intention to co-branding. Individuals who have different needs for cognition deal with different information processes developing different attitudes, judgments and decisions (Cacioppo, Petty, and Morris, 1983; Levin, Huneke, and Jasper, 2000), and finally form different product evaluations and consumer behavior intensions (Haugtvedt, Petty, and Cacioppo, 1992; Srivastava and Sharma, 2011). We introduce needs for cognition as a moderator of the relationship between emotional brand attachment and consumer responses to co-branding. The main purpose of this study is to investigate how emotional brand attachment influence consumer attitude and behavior intentions (purchase intentions, and intentions of word-of-mouth, willingness to pay a price premium, and forgiveness) toward co-branding, and to understand the moderating effect of need for cognition on co-branding. For practical purpose, we intend to help marketing managers understand how to apply emotional brand attachment beyond brand attitude and fit to succeed in co-branding. Research methods: This study adopts the experimental research design with university students as samples. We will carry out two experimental studies. Study 1 uses fast-moving consumer goods and study 2 uses durable consumer goods as experimental products and both studies manipulate co-branding with fictitious scenarios. The data of need for cognition will be divided into high and low groups. Thus, this study uses a 4 (parent brand A) ×4(parent brand B) ×2(need for cognition: high/low) between and within-subject factor design. This study will use confirmatory factor analysis to examine validity and Cronbach’α to check reliability and structural equation model to examine hypotheses. Research importance and expected contributions: This study explores how emotional brand attachment and need for cognition influence consumer attitude and behavior intention toward co-branding and therefore to expand the extant literature of emotional brand attachment and co-branding. In managerial practice, this study helps marketing managers understand that high emotional brand attachment does not only ensure the success in co-branding but also provide a strong indicator of selecting partner brands. Moreover, when launching a co-branded product, firms should segment consumers who have different needs for cognition and use different marketing activities to increase the effectiveness of marketing activities.
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