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    Title: Consumer Evaluations of Service Co-Branding
    消費者對服務共同品牌之評價
    Authors: 陳建維
    Chen, Chien-Wei
    Lien, Nia-Hwa
    Contributors: 國貿系
    Keywords: Service brand alliance;co-branding structure;category fit;sales promotion
    服務品牌聯盟;共同品牌結構;品類契合度;促銷活動
    Date: 2018
    Issue Date: 2018-10-08 17:33:28 (UTC+8)
    Abstract: Rooted in signaling theory, this paper investigates the effects of co-branding structure, category fit, and types of sales promotion on consumers’ evaluations of service brand alliance. Results of a 2 × 2 × 2 experiment with co-branded credit cards as the focal product show that an equals co-branding structure (combination of two equally strongly established brands) is more likely to have greater consumer evaluations than any major-minor structure. The alliance of a low-equity host brand and a high-equity partner tends to enjoy better consumer evaluations than the arrangement of a high-equity host brand and a low-equity partner does, demonstrating a dominating effect. Category fit, which stands for signal consistency, positively moderates the relationships between co-branding structure and consumer evaluations. For any major-minor structure, consumers evaluate brand alliance with non-monetary promotion more favorably than that with monetary promotion. For equals co-branding structure, however, promotion type does not influence co-branding evaluations.
    本研究以信號理論為基礎,探討共同品牌結構、品類契合度、以及促銷型態三者對服務品牌聯盟的消費者評價之影響。以聯名信用卡作為實驗產品,進行一項2 × 2 × 2的實驗結果顯示,品牌權益相等的品牌聯盟(亦即二個高權益品牌的組合)較品牌權益不相等的品牌聯盟(亦即一個高權益品牌與一個低權益品牌的組合)有利於消費者對服務品牌聯盟產生較佳的評價。低權益的主品牌與高權益的夥伴品牌之組合所得到的消費者評價優於高權益主品牌與低權益夥伴品牌之組合,呈現出夥伴品牌之主導效應。品類契合度代表信號一致性,對於上述共同品牌結構之效果有正向調節作用。不對等品牌聯盟使用非金錢性促銷時的消費者評價優於使用金錢性促銷,但相等的品牌聯盟無論使用金錢性或非金錢性促銷,所得到的消費者評價則無差異。
    Relation: The Service Industries Journal, Volume 38, Issue 13-14, Pages 995-1016
    Data Type: article
    DOI 連結: https://doi.org/10.1080/02642069.2018.1427738
    DOI: 10.1080/02642069.2018.1427738
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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