聯名品牌是一種強大的行銷策略，結合兩個或多個品牌以創造相互補充的效應，提升產品或服務的價值和吸引力，使品牌在競爭激烈的市場中更具獨特性，擴大受眾、增加知名度讓品牌能夠共享彼此的品牌忠誠度。根據經濟部(2023)統計，台灣每年賣出約10億2000萬杯手搖飲料，店家不僅在口味上創新，與卡通人物及文創品牌聯名推出新商品，提升知名度和銷量。聯名品牌的結合提升了消費者的購買意願，結合雙方品牌的忠誠消費者，使他們更願意購買聯名商品，提供獨特的體驗和增值感，增加對品牌的好感和信任。
本研究以便利抽樣法發放網路問卷共300份，剔除53份無效問卷後，有效問卷共247份。透過SPSS統計軟體分析，顯示品牌態度在聯名品牌契合度與購買意願間具有部分中介效果。本研究探討聯名品牌契合度對購買意願的影響及品牌態度對聯名品牌契合度與購買意願之間具部分中介效果。品牌契合度是聯名品牌成功的關鍵因素，高契合度的品牌聯名能增加消費者的接受度和購買意願，提升品牌的市場競爭力和影響力。聯名產品需具備創新性和吸引力，同時保持兩個品牌的核心特點。因此本研究得到支持。
Co-branded partnerships are a powerful marketing strategy that combines two or more brands to create complementary effects, enhancing the value and appeal of products or services. This strategy not only makes brands more distinctive in a competitive market but also expands their audience, increases brand awareness, and strengthens brand image. Co-branded partnerships can share each other's brand loyalty, attracting more loyal consumers. According to the Ministry of Economic Affairs (2023), Taiwan sells approximately 1.02 billion cups of bubble tea annually, indicating a highly competitive market. To stand out, stores innovate not only in flavors but also by launching new products in collaboration with cartoon characters or cultural and creative brands to boost visibility and sales. Such co-branded partnerships enhance consumers' purchase intentions by combining the loyal customers of both brands, making them more willing to buy co-branded products, offering unique experiences and added value, increasing goodwill and trust in the brands, and improving brand recognition and image.
This study distributed a total of 300 online questionnaires using a convenience sampling method. After excluding 53 invalid questionnaires, 247 valid responses were obtained. Data analysis using SPSS statistical software revealed that brand attitude partially mediates the relationship between co-branding fit and purchase intention. This study investigates the impact of co-branding fit on purchase intention and the partial mediating effect of brand attitude on the relationship between co-branding fit and purchase intention. Brand fit is a critical factor for the success of co-branded partnerships. High-fit co-branding can increase consumer acceptance and purchase intention, enhancing the brand's market competitiveness and influence. Co-branded
products need to be innovative and attractive while maintaining the core characteristics of both brands. Thus, this study is supported.
