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    題名: 聯合品牌配適度與品牌評價對消費者購買意願之影響 : 以BALMAIN x H&M聯名系列為例
    其他題名: The effect of fitness in co-branding and brand evaluation on consumer's purchase intention : a case of BALMAIN x H&M
    作者: 吳佳穎;Wu, Chia-Ying
    貢獻者: 淡江大學大眾傳播學系碩士班
    黃振家;Hung, Jenn-Jia
    關鍵詞: 聯合品牌;品牌評價;購買意願;配適度;co-branding;Brand Evaluation;Purchase Intention;fitness;H&M
    日期: 2016
    上傳時間: 2017-08-24 23:48:12 (UTC+8)
    摘要: 2008年金融風暴的衝擊下,精品市場退燒,隨之而起的是平價時尚品牌。放眼望去現在台灣平價時尚市場上有來自各國不同的平價時尚品牌如UNIQLO、 ZARA、 GAP及H&M等等。在台灣平價時尚服裝戰場上,H&M穩坐話題創造者的寶座,不斷的透過聯名系列創造消費者之間的話題。
    H&M在2015年登陸台灣平價市場,同年台灣市場也與全球同步進行聯名款的發售,因此本研究以2015年H&M與BALMAIN所合作的聯名款作為案例,探討消費者看待兩品牌進行合作時,是否熟悉個別品牌情況下,對於「個別品牌評價」、「配適度」、「聯合品牌評價」及「購買意願」之間彼此是否存在著影響作用。
    研究結果發現,在品牌進行合作時,消費者在不熟悉其一品牌的情況下,認為兩品牌的配適度較佳,且在進行聯合品牌時,對於聯合品牌評價也給予偏高的評價及良好的購買意願。因此,如果進行聯合品牌中的其一品牌並非消費者所熟悉的,可以透過知名度較高的品牌來拉抬知名度較低的品牌,藉以提升消費者對低知名度品牌的認識,來達到聯合品牌的最大效益。
    Under the impact of the financial tsunami in 2008, global economy was weaken, Luxury brands’ profits decreased, but fast fashion brands rise at that time. There are many fast fashion brands from different countries in the market, such as UNIQLO、 ZARA、 GAP and H&M , etc. In the fast fashion market, H&M always created topic by cooperating with other brands.
    H&M landed parity Taiwan market in 2015, the same year in Taiwan simultaneously with the global market offering crossover collaboration. Therefore, this study joint section 2015 H&M co-brand with BALMAIN as a case, When two brand cooperation , whether familiar with the case of individual brands case for " Evaluation of individual brands ," " Fitness ", " Co-Branded Evaluation " and " Purchase Intention " to each other if there is influence .
    The study found that when the brand cooperation , consumers are not familiar with the case of one brand , that the two brands of fit better, and carrying out co-branding , co-branding for evaluation also gave high appraisal and good willingness to buy . Therefore, if the co-branded one brand is not familiar to consumers , may be less well-known brand lift through higher visibility of the brand , in order to enhance consumer awareness of the low visibility of the brand , to achieve the co-branded the maximum benefit .
    顯示於類別:[大眾傳播學系暨研究所] 學位論文

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