Title page for etd-0521117-210329


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URN etd-0521117-210329
Author Min Yang
Author's Email Address No Public.
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Department Master of Business Administration Program in International Business
Year 2016
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on the Effect of Co-Branding Strategy on Company’s Brand Evaluation - Take Fast Fashion Industry for Example
Date of Defense 2017-06-19
Page Count 112
Keyword
  • brand evaluation
  • brand emotion
  • Fast Fashion
  • luxury brand
  • co-branding
  • Abstract Fast fashion industry has become more and more flourishing in recent years. It has an outstanding performance in a global market. Lots of brands use different kinds of marketing strategies to attract consumers’ attention and hope to break out of the competitive market. Among these market strategies, many brands cooperate with luxury brands and use co-branding strategy to be a propaganda that advocate consumers can use low price to buy a product with luxury brands’ design and quality. This kinds of strategy successfully create a trend and go viral on media. However, in the short-term, fast fashion companies work with luxury brands might create the fad; when it comes to long-term, if the co-branding strategy can really bring the positive impact and enhance consumers’ evaluation toward company’s brand. As a result, this study is going to find out how the co-branding strategy affect company’s brand evaluation and also want to understand if consumers’ emotion to the partner brand that company work with will affect company’s brand evaluation.
    This study used the theory of co-branding, brand emotion and brand evaluation to develop the structure of research. The study analyzed how the consumers changed the brand evaluation: consumer behavior, conceived value and brand identity toward the company after it cooperated with luxury brand and was affected by the partner brand’s emotion. Besides, also taking demographic variables into account to see if the difference of consumers’ social and economical background would interrupt the effect of co- branding to the brand evaluation. After the statistical analysis, the research result show that consumers’ brand evaluation will not change due to the co-branding strategy and the demographic variables will not create the interference. On the other hands, consumers’ emotion to the partner brand that company work with will affect company’s brand evaluation. In conclusion, company shouldn’t launch the co-brands so frequently and should cooperate with the partner brand that is consist to consumers taste in order to gain the maximum benefit.
    Advisory Committee
  • Liu, Pin-Yang - chair
  • Hueimei Liang - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0521117-210329.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2017-06-21

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