The Effects of Co-brand Fit and the Credibility of Spokesperson on Consumer Purchase Intention
|關鍵字:||共品牌;共品牌契合度;代言人可信度;購買意願;co-branding;co-brand fit;the credibility of spokesperson;purchase intention|
本研究以實驗設計方法進行，共品牌契合度(高、中、低)、代言人可信度(高、低)兩項自變數，為 3x2 二因子設計，透過共品牌服飾的代言人廣告，建立六種不同的實驗情境，觀察消費者在不同情境下對共品牌產品所展現的購買意願。
In the highly competitive global market, many enterprises used co-branding strategy to sell their new co-branded product. And using spokesperson advertisement is the way to enhance consumers’ interest on co-branded product which can bring profits and sustainable competitive advantages to cooperated brand partners. Based on these findings, this study explores how the credibility of spokesperson affect consumers’ purchase intention on co-branded product through different levels of co-brand fit. The present study employs an experimental design to investigate the effects of co-brand fit (high vs. moderate vs. low), the credibility of spokesperson (high vs. low) on consumers’ purchase intention of co-branded product. A 3x2 factorial design is conducted. Six different scenarios are established through co-branded fashion apparel and spokesperson advertisement, to figure out which scenario will lead to higher purchase intention for consumers. The results indicated that co-brand fit is positively related to customer purchase intention. On the other hand the credibility of spokesperson is also positively related to customer purchase intention. When the credibility of spokesperson is in a low status, there is a linear relationship between co-brand fit and consumer purchase intention . However, when the credibility of spokesperson is in a high status, the aforementioned relationship becomes weaker, moderate co-brand fit would lead to higher purchase intention for consumers.