本研究主要目的在於探討消費者的公眾自我意識特質對母品牌態度與聯合品牌態度關係之干擾效果。以虛擬的鮮果汁運動飲料作為聯合品牌產品，研究程序分為預試及主研究兩階段，以北部某大學之學生為樣本，以虛擬的鮮果汁運動飲料為聯合品牌產品。預試目的在於篩選出主研究所需之聯合品牌產品以及6個母品牌(3個鮮果汁品牌及3個運動飲料品牌)以組成聯合品牌，預試回收有效樣本為30人。主研究階段採用虛擬情境搭配廣告傳單以操弄自變數，採用3(鮮果汁品牌) × 3(運動飲料品牌)組合成9種聯合品牌的情境，每一情境指派樣本數30人，回收有效樣本263人。研究結果顯示，(1)母品牌態度正向影響聯合品牌態度；(2)低公眾自我意識特質的消費者相對於高公眾自我意識特質的消費者而言，母品牌態度更正向影響聯合品牌態度。本研究討論研究發現在理論及實務上的意涵，並對未來研究方向提出建議。
The main purpose of this study is to explore the moderating effect of consumer’s public-consciousness trait on the relationship between attitude toward the parent brand and toward the co-brand. This study included a pretest and a main study. The sample was students of a college in the north Taiwan. A fictitious sports drink with fresh juice was used as the co-branded product. The purpose of pretest is to select co-branded product and 6 core brands (3 fresh juice brands and 3 sports drink brands) which were suitable to be used in the main study. The usable samples for the pretest consisted of 30 participants. The main study included 3 (fresh juice brands) × 3 (sports drink brands)to construct 9 scenarios of various co-brands. Each scenario was assigned to 30 students. The data were provided by 263 students. The results reveals that (1) attitude toward the parent brands positively affected affects attitude toward the co-brand; (2) For consumers with lower public-consciousness in contrast to those with higher public-consciousness, the positive effect of attitude toward the parent brand on attitude toward the co-brand is stronger. This study discusses the implication in the theory and in managerial practice, and suggestions for the future study.
