| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 105 === The main purpose of this study is to explore the moderating effect of consumer’s need for cognition trait on the relationship between attitude toward the parent brand and toward the co-brand. The sample was students of Private Chinese Culture University. This study included a pretest and a main study. The purpose of the pre-test is to select the main research required for the co-branded products and two product categories of the parent brand (3 fresh juice brands and 3 sports drink brands), and control for high brand familiarity, consistent brand compatibility and product compatibility, the usable samples for the pretest consisted of 30 participants. The main study included 3 (fresh juice brands) ×3 (sports drink brands) to construct 9 scenarios of various co-brands. Each scenario was assigned to 30 students. The data were provided by 263 students. The results reveals that (1) attitude toward the parent brands positively affected affects attitude toward the co-brand; (2) For consumers with lower need for cognition in contrast to those with higher need for cognition, the positive effect of attitude toward the parent brand on attitude toward the co-brand is stronger. This study discusses the implication in the theory and in managerial practice, and suggestions for the future study.
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