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篇名 管理學報, 2013
第三十卷第四期:323-344
DOI: 10.6504/JOM.2013.30.04.02
依附風格、品牌個性、品牌依附與品牌評價之研究:共品牌觀點
The Study of Attachment Style, Brand Personality, Brand Attachment and Co-branding Evaluation from the Co-branding Perspective
作者
中文摘要
本研究以心理學的依附理論為依據,共分三項前測及兩個正式實驗,並選擇480 位大學生為受測者,試圖瞭解不同「依附風格」的自我個體與不同的「共品牌個性組合」對「共品牌評價」的影響。其次,希冀瞭解「夥伴品牌之品牌依附」與「共品牌評價」之間的關係,並釐清「夥伴品牌與共品牌之產品品類契合度」對此關係是否具有干擾作用。結果顯示:1.「懼怕型依附風格」對雙興奮個性之共品牌評價顯著高於雙真誠個性者,然「沉溺型依附風格」的結果,則反之;2.在「沉溺型依附風格」促發下,個體對單一個性品牌(雙真誠或雙興奮)的共品牌評價顯著高於具有雙重個性的共品牌(既真誠又興奮);3.夥伴品牌之品牌依附與共品牌評價呈現正相關,其間關係並受到產品品類契合度的干擾。上述研究發現將有助於企業日後發展共品牌行銷策略。
中文關鍵字
品牌個性、品牌依附、共品牌評價
英文摘要
Based on the attachment theory of psychology field, the study included three pre-tests and two experiments, and we chose 480 university students as our subjects. The study aimed to examine whether the co-brand evaluation was affected by the individuals with attachment style and the co-brand combination of two brand personalities. Moreover, we also investigated the relationships between the attachment of partner brand and co-brand evaluation and whether the product category fitness of partner brand and co-brand played a moderator role between both. The results were as follows: (1) Fearful attachment had a higher co-brand evaluation on the double-exciting personality brand than on the double-sincere personality brand. However, the preoccupied attachment had a lower cobrand evaluation on the double-exciting personality brand than on the double-sincere personality brand. (2) When the preoccupied attachment style was primed, the individuals had higher co-brand evaluation on the single personality (either double-sincere or double-exciting) than on the double personalities (both sincere and exciting). (3) The brand attachment of partner brand was positively related to the co-brand evaluation. Their relationship was moderated by the product category fitness. Our conclusions are helpful to the enterprises when they develop co-brand strategies for their targeted customers.
英文關鍵字
Brand Personality, Brand Attachment, Co-branding Evaluation
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