文化大學機構典藏 CCUR:Item 987654321/37125
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/37125


    Title: Are Attitude Toward the Parent Brand and Perceived Fit Important to Attitude Toward the Co-brand? The Moderating Role of Variety-Seeking
    母品牌態度、知覺契合度對於聯合品牌態度重要嗎?多樣化尋覓特質的干擾角色
    Authors: 林少龍
    闕壯宏
    Contributors: 國貿系
    Keywords: 母品牌態度
    知覺契合度
    聯合品牌態度
    多樣化尋覓
    Attitude toward the parent brand
    Perceived fit
    Attitude toward the co-brand
    Variety-seeking
    Date: 2014-09
    Issue Date: 2017-08-08 11:28:27 (UTC+8)
    Abstract: 本研究主要目的為探討消費者的多樣化尋覓特質對母品牌態度、知覺契合度與聯合品牌態度的干擾效果。採用實驗法,以鮮果汁運動飲料作為聯合品牌產品,研究程序包含預試與正式實驗,預試目的為篩選出正式實驗所需的聯合品牌及產品。正式實驗採用3(鮮果汁品牌)×3(運動飲料品牌)的組間因子設計,共計9組實驗方格,每一方格樣本數30人,回收有效樣本267人。研究結果顯示,(1)母品牌態度正向影響聯合品牌態度;(2)知覺契合度正向影響聯合品牌態度;(3)高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言,母品牌態度更正向影響聯合品牌態度;(4)高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言,知覺契合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 variety-seeking on the relationship between attitude toward the parent brand, perceived fit and attitude toward the co-brand. This study uses the experimental research including a pretest and final experiment, and a fictitious sports drink of fresh juice as the co-branded product. The purpose of pretest is to select the parent brands and co-brand product. The experiment was a 3 (fresh juice brands)×3 (sports drink brands) between-subject factor design. 30 university students are assigned to each experimental treatment of between-subject factor design. The data are provided by 267 students. The result reveals that (1) attitude toward the parent brand positively affects attitude toward the co-brand; (2) perceived fit positively affects attitude toward the co-brand; (3) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of attitude toward the parent brand on attitude toward the co-brand is stronger; (4) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of perceived fit on attitude toward the co-brand is stronger. This study discusses the implications in theory and in managerial practice, and suggestions for the future study.
    Relation: 多國籍企業管理評論 8:2 2014.09[民103.09] 頁205-224
    Appears in Collections:[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

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