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| 企業品牌傘策略之企業名稱背書效果 |
| The Effects of Corporate Brands as Endorsers in Corporate Umbrella Branding Strategy |
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| 本研究將藉助企業名稱來提攜新產品及品牌的品牌策略稱為「企業品牌傘策略」，突顯其以企業名稱庇蔭個別產品品牌的效果。研究目的除了確認在企業品牌傘策略中，企業品牌的背書效果之外，並比較企業品牌傘、企業品牌與個別產品品牌三種品牌策略，對新產品在消費者信任程度與產品市場接受度的效果，同時探討企業形象對企業品牌傘策略效果的影響。本研究選擇運動鞋的Nike和Jump (將門)、行動電話的Nokia和Sagem，分別為Fiattie菲雅堤皮包、Advanstar晨星鬧鐘、Sablaze閃捷自行車、Provision博仕單槍投影機背書，以模擬平面廣告施測於499位大學生，為2 (企業品牌形象：高與低)x2 (企業品牌背書程度：強力背書與略微背書)x2 (品牌策略：企業品牌傘與企業品牌) 的實驗設計，另有一個無企業背書之個別產品品牌的控制組。研究結果顯示，有企業品牌背書的新品牌比無企業背書的個別產品品牌更容易得到消費者的信任，且企業品牌傘策略又比企業品牌策略的產品市場接受度更高，整體而言，企業品牌傘策略的效果最佳，當廠商意圖多角化至與原產品類別不太相關的領域時，企業品牌傘是一種兼具企業品牌與個別品牌優點的品牌策略。 |
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| The purpose of this study is to investigate the endorsement effects of corporate umbrella branding strategy, to compare this branding strategy with corporate branding and product branding strategies, as well as to examine the moderating effects of corporate image on the new extended products. A 3 (branding strategies) x2 (endorsement: strong and weak) × 2 (corporate image: strong and weak) incomplete experimental design collects data from 499 college students through color printed advertisements. The results show that corporate umbrella branding strategy creates a more reliable perception toward the new extended product than product-branding strategy does. Meantime, a new product with corporate umbrella branding strategy has higher market acceptability than under corporate branding strategy. Corporate umbrella branding is a relatively better strategy suggested to marketers who intend to endorse a new product, which is not similar to the original products. |
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| Corporate Umbrella Branding Strategy, Endorsement Effect, Corporate Image |
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