當豪門與陋室聯姻：大眾精品的聯名策略

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/53901

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53901

Title:	當豪門與陋室聯姻：大眾精品的聯名策略 When the Affluent Marries the Humble: Strategy for Masstige Co-Brands
Authors:	陳映廷 CHEN, YING-TING
Contributors:	國際貿易學系
Keywords:	大眾精品聯名策略顧客激勵品牌渴望購買意願 masstige co-branding strategy consumer inspiration brand aspiration buying intention
Date:	2024
Issue Date:	2025-02-24 14:42:41 (UTC+8)
Abstract:	隨著全球精品市場的蓬勃發展，大眾精品品牌利用聯名策略提升品牌價值與競爭力已成趨勢。本研究以手錶與球鞋為例，運用消費價值理論和S-O-R模型，探討聯名策略對消費者購買意願的影響。本研究發現，聯名產品能滿足功能價值、象徵價值、經驗價值及個人價值。本研究以顧客激勵與品牌渴望為中介變項，分析四個價值及聯名配適等自變項，如何透過品牌渴望間接影響消費者的購買意願。該模型目的是強調品牌渴望在價值認知與購買行為之間的關鍵中介作用，並探討不同消費價值影響購買意願的傳遞路徑及影響程度。研究結果顯示，聯名商品能激發品牌渴望，進而提升購買意願。成功的聯名策略能強化品牌情感依附與忠誠度。研究探討聯名策略透過多重價值的滿足，有助於提升品牌競爭力並促使消費者作出購買決策。結論指出，奢侈品牌與平價品牌的有效聯名策略不僅能提升品牌形象，也能促進消費者的購買意願，為未來品牌合作提供了實證依據。 With the vigorous development of the global boutique market, it has become a trend for mass boutique brands to use co-branding strategies to enhance brand value and competitiveness. Taking watches and sneakers as examples, this study uses the consumer value theory and the S-O-R model to explore the impact of co-branding strategies on consumers' buying intentions. This study found that Co-branding products can meet the functional value, symbolic value, experience value and individual value. Taking consumer inspiration and brand aspiration as mediated variables, this study analyzes how the four self-variables such as value and the fit of co-branding indirectly affect consumers' buying intention through brand aspiration. The model aims to emphasize the key mediating role of brand aspiration in the relationship between value perception and purchase behavior, and explore the transmission path and degree of influence of different consumer values on buying intention. The results of the study showed that, Co-branding products can spark brand aspiration, which in turn increases buying intention. A successful co-branding strategy can strengthen brand emotional attachment and loyalty. The study explores how co-branding strategies can help enhance brand competitiveness and motivate consumers to make purchase decisions through the satisfaction of multiple values. The conclusion pointed out the effective co-branding strategy between luxury brands and affordable brands can not only enhance brand image, but also promote consumers' buying intention , providing an empirical basis for future brand cooperation.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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