The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand
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 experime...
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ndltd-TW-100PCCU03230132015-10-13T21:02:42Z http://ndltd.ncl.edu.tw/handle/91584906192112316670 The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand 母品牌態度與聯合品牌態度之關係:產品涉入的干擾角色 Chang, Yunwei 張筠崴 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. Lin, Shao-Lung 林少龍 2012 學位論文 ; thesis 69 zh-TW |
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Others
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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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author2 |
Lin, Shao-Lung |
author_facet |
Lin, Shao-Lung Chang, Yunwei 張筠崴 |
author |
Chang, Yunwei 張筠崴 |
spellingShingle |
Chang, Yunwei 張筠崴 The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
author_sort |
Chang, Yunwei |
title |
The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
title_short |
The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
title_full |
The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
title_fullStr |
The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
title_full_unstemmed |
The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand |
title_sort |
moderating effect of product involvement on the relationship between attitude toward the parent brand and attitude toward the co-brand |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/91584906192112316670 |
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