| Summary: | 碩士 === 國立雲林科技大學 === 企業管理研究所 === 86 === Brand equity is getting more and more firms* concerns. Before firms usually use marketing mix 4p,(product price place and promotion) to improve brand equity. But these methods will come to increase in cost and marketing expense and it*s difficult to make difference from competitors. Therefore some firms use brand alliance strategy to make brand equity elevate. The purpose of this study is to give consumers different information in order to understand brand alliance type and difference of primary brand*s equity how to affect primary brand equity. If brand alliance failed secondaryject brand whether have diluting effect or not. The study takes between subject design to manipulate two variables(brand alliance type and primary brand equity level),have 6 experiment groups and 3 control groups. We take convenient sampling and there are 523 valid questionaires. The manipulation test of alliance is very successful. The result is that brand alliance can improve brand equity but cannot be influenced by type of alliance. To sum up ,the lower primary brand equity level is, the more the primary brand equity improve. When brand alliance failed , negative association from alliance failure information make secondary brand equity have diluting effect .
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