研究發現，當聯合品牌之品牌知名度度與忠誠度與主要品牌皆為高品牌權益時，對於品牌權益的提升效果不顯著，而聯合品牌的忠誠度與知名度與主品牌差距太大時，也就是一個極高一個極低時，也會造成不顯著的結果，而在知覺品質與品牌聯想方面，品牌雙方的品牌權益在一高一低與同樣為高的情況下，仍然會對品牌權益有所提升。 On the competitive market, more and more manufacturers and enterprises will use a variety of brand strategies to enhance their competitiveness. One of the strategies is brand alliances, which is used to enhance their own brand equity. The main purpose of this study is to explore brand awareness, brand loyalty, perceived quality and brand association in the brand equity of the co-branding and what influence is the brand equity of the host brand. The study hopes to provide the industry with references to the choice of brand alliance object, the Union side and the Union side of the brand equity relationship.
In this study, the research object was participated in the joint activities of the Tower of Saviors or the players who has purchased the joint merchandise and played the co-branded game. The questionnaire was measured by the Likert scale scale. The descriptive statistical analysis, reliability analysis, validity analysis, single factor analysis and regression analysis were carried out to verify the hypothesis of this study.
The study found that when the co-branding of brand awareness and loyalty and the host brands are high brand equity, the brand equity to enhance the effect is not significant, but when the co-branding loyalty, visibility and the main brand gap is too large one of brand equity was higher and the other were low, it will cause no significant results. In the perception of quality and brand association, the brand equity in a one high, one low and same height case, the brand will still be an increase in rights and interests
