• 作者： 蔡東峻、李奇勳、駱德治
• 作者服務機構： 國立成功大學交通管理科學系;國立聯合技術學院工業工程與管理學系
• 中文摘要： Due to the high advertising cost and difficulty to establish the marketing channels, the cost and risk to introduce a new brand is increasing. Therefore, two branding strategies: brand extension and brand alliance have been applied to enter a new market by many firms. Although many studies have been conducted regarding brand extension and brand alliance, most of them examine these two branding strategies respectively and focus on tangible goods. This study intends to investigate the main effects of brand extension and brand alliance simultaneously as well as their interaction effects on brand switching intention in the local and international telephone services market. In order to examine the above-mentioned issues, related literatures are examined and three hypotheses are developed. Besides, an experimental design is conducted to collect the empirical data to test hypotheses. The main results of this study are: (1) the fit of brand extension does not affect the brand switching intention significantly, (2) a brand alliance with a globally reputable telecom will increase the brand switching intention significantly, (3) for the local telephone services, brand extension and brand alliance have the interaction effect on the brand switching intention. According to the research results, this study suggests that (1) the mobile phone service provider should apply the brand alliance strategy with a globally reputable telecom whether it enters the local or international telephone service market, (2) the cable TV provider should apply such brand alliance strategy only when it enters the international telephone service market but not the local telephone service market.
• 英文摘要： 由於廣告成本日益高漲且通路取得不易，使新品牌導入市場的成本和風險相對提高，因此以「品牌延伸」或「品牌聯盟」方式進入新市場便成為廠商常用的行銷策略。雖然有關此方面的研究不少，但以往「品牌延伸」和「品牌聯盟」的研究大多各別探討其效果，且多以有形產品為主。本研究則針對即將開放的市內電話和國際電話的電信服務市場，同時探討品牌延伸和品牌聯盟對消費者品牌轉換意願的主要影響與交互作用。本研究先回顧相關文獻，並推導三個假設，再運用實驗設計方法蒐集實證資料，以驗證假設。本研究主要發現為：(1)品牌延伸的契合度對二電信市場消費者品牌轉換意願的影響不顯著，(2)與具國際知名度的電信業者進行品牌聯盟，可提升消費者的品牌轉換意願，(3)品牌延伸和品牌聯盟對市內電話的品牌轉換意願，有交互影響效果。根據此研究結果，本研究建議有線電視業者，在經營市內電話時可不尋求與知名品牌聯盟；但在國際電話的經營上，若能與知名品牌聯盟則可提高消費者的品牌轉換意願。而對行動電話業者，則無論是經營市內電話或國際電話業務，都能藉由與具國際知名度的電信業者品牌聯盟，來提高消費者的轉換意願。
• 中文關鍵字： brand extension, brand alliance, brand switching intention
• 英文關鍵字： 品牌延伸，品牌聯盟，品牌轉換意願