Title page for etd-0815111-212417


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URN etd-0815111-212417
Author Nai-Jen HSU
Author's Email Address No Public.
Statistics This thesis had been viewed 5591 times. Download 2979 times.
Department Business Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Influences of Between-Partner Congruity, Ad Focus and
Consumer Hedonic Shopping Motivation on Evaluation of
Co-branded Product
Date of Defense 2011-07-26
Page Count 128
Keyword
  • hedonic shopping motivation
  • between-partner congruity
  • ad focus
  • co-branding
  • Abstract “Brand” is not only the most valuable asset, but also a powerful marketing tool for the enterprises. As progressing of marketing management, co-branding strategy which combines two brand partners can bring profits and sustainable competitive advantages to the corporate enterprises. Between-partner congruity (BPC) has been identified as an influential factor in the success of a co-branding strategy, and there are two mainstreams of research in co-branding strategy exist: (1) linear relationship between BPC and co-brand evaluation or (2) reverse-U curve relationship between BPC and co-brand evaluation. Based on such inconsistent findings, this study explores how hedonic shopping motivation and ad focus affect consumers’ evaluation toward the co-branded product through different levels of BPC.
    The present study employs an experimental design to investigate the effects of BPC (high vs. moderate vs. low), ad focus(product vs. brand), and hedonic shopping
    motivation (high vs. low) on consumers’ evaluation of co-branded product. A 3x2x2 factorial design is conducted. Six different scenarios are established through virtual
    co-branded cell phone advertisement. Median split is used to distinguish consumers into high and low hedonic shopping motivation. Consumers’ evaluation is measured
    by purchase intention, attitude toward the co-branded product, and perceived quality.
    The results indicated that when the ad focus is product, there is a linear relationship between BPC and consumers’ evaluation. However, when the ad focus
    is brand, the aforementioned relationship becomes weaker. The linear relationship is robust for those consumers with low hedonic shopping motivation. On the other hand, when the ad focus is brand, moderate BPC would lead to higher purchase intention and quality perception for consumers with high hedonic shopping
    motivation. Based on the above findings, influences of ad focus should be considered when different levels of BPC are determined. Marketers should choose the right focus for higher evaluation toward co-branded products.
    Advisory Committee
  • Yung-Ming Shiu - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0815111-212417.pdf
  • indicate access worldwide
    Date of Submission 2011-08-15

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