| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 106 === The main purpose of this study is to explore the moderating effects of consumer brand consciousness on the relationship of the brand fit and co-brand attitude. The study used a pretest and a main study, and fictitious sports drink of fresh juice as the co-branded product. The purpose of the pretest is to select the product categories, brands and co-branded products required for the main study. The main study was 3 (Fresh Juice Brands) x3 (Sports Drink Brands), 9 design scenarios. Each scenario was assigned to 40 college students. The data were provided by 349 students. The result re-veals that the brand fit has positively impacted the attitude of the co-brand. Moreover, brand consciousness affects the above mentioned relationship. For consumers with higher brand consciousness in contrast to those with lower brand consciousness, brand fit affects toward the co-brand attitude is stronger. This study discusses the implication for the theory and practices, and suggestions for the future study.
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