| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 100 === The main purpose of this study is to examine the moderating effect of product involvement on the relationship between attitude toward the parent brand and attitude toward the co-brand. The study used the experiment research including a pretest and fi-nal experiment, and fictitious sports drink of fresh juice/on line share camera as the co-brand product. The purpose of pretest is to select core brands and co-brand product. The experiment was 3(fresh brands)×3(sports drink brands)/3(on line technology)×3(camera brands) between-subjects factor design. Each experimental treatment of be-tween-subjects factor design was assigned to 30 college students. The data was provided 540 students. The result reveals that attitude toward the parent brand positively affects attitude toward the co-brand. Moreover, the personal characteristics such as product in-volvement moderate the above mentioned relationship. Compare to consumer with low-er product involvement, attitude toward the parent brand more positively affects attitude toward the co-brand for the consumer with higher product involvement. This study dis-cusses the implication for the theory and practices, and for the future study.
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