| 摘要: | 本研究目的主要在探討消費者的認知需求特質對母品牌態度與聯合品牌態度評估關係之干擾效果。研究對象以文化大學的學生為主。研究程序分為預試(pretest)和主研究(main study)二階段,預試的目的在於篩選出主研究所需的聯合品牌產品及二種產品類別的母品牌(3種鮮果汁品牌與3種運動飲料品牌)，並控制為高品牌熟悉度、一致的品牌相容性及產品相容性，預試樣本為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)當母品牌態度越正面時，聯合品牌態度也愈佳；(2)低認知需求特質者相較於高認知需求特質者，母品牌態度更能正向影響聯合品牌態度。本研究討論理論及實務上的意涵，並對未來的研究提出建議。
The main purpose of this study is to explore the moderating effect of consumer’s need for cognition trait on the relationship between attitude toward the parent brand and toward the co-brand. The sample was students of Private Chinese Culture University. This study included a pretest and a main study. The purpose of the pre-test is to select the main research required for the co-branded products and two product categories of the parent brand (3 fresh juice brands and 3 sports drink brands), and control for high brand familiarity, consistent brand compatibility and product compatibility, 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 need for cognition in contrast to those with higher need for cognition, 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. |
