本研究主要在探討品牌間運用不同的品牌聯盟類型對消費者購買意願(purchase intentions)造成的影響。根據Rao and Ruekert(1994)理論中將品牌聯盟分成四種類別，分別是無品牌聯盟、主品牌聯盟、副品牌聯盟及品牌聯盟。本研究施行一次預試，進行變數之操弄，以選取最能代表各品牌聯盟類型的實際聯盟品牌。在正式問卷中受測者必須對於四種不同品牌聯盟類型購買意願的問項回答，以驗證品牌聯盟類型對於消費者購買意願的影響及高低程度狀況為何，又契合度與互補性是否會對受測者在面對不同品牌聯盟類型時的購買意願造成影響。
研究結果顯示，品牌聯盟與消費者購買意願呈現正相關，亦即四種品牌聯盟皆能提升消費者的購買意願，而其中又以主品牌聯盟的效果最高，無品牌聯盟最低，且契合度與互補性確實會對消費者面對品牌聯盟類型與購買意願造成干擾效果。
The purpose of this study is to investigate the effects of brand alliances on purchase intentions. As a result, four hypotheses were derived.
According to the theory of Rao & Rukert(1994),there are four brand alliance types. There are primary brand, secondary brand, joint and generic..
The main study was followed by one pretest for variable manipulations and brand selection. In the formal questionnaire, the testers have to answer the questions about their purchase intention in terms of four brand alliance types. And then we can test the effect of each of brand alliance types on purchase intentions, and if the brand fit and brand complement will affect purchase intentions when the testers face to different types of brand alliance.
The results of this study are Brand alliances significantly affect the purchase inten-tions, its means that four types of brand alliance can positive influences purchase inten-tions. The effect of the primary brand is biggest, and the generic is smallest. The brand fit and brand complementary are significant cause the moderator effect of the types of brand alliance and purchase intentions.
