How Images of Organizations, Extent of Fit, and ConsumerCharacteristics affect the Consumption of Co-Branded Cards.
Date Issued
2006
Date
2006
Author(s)
Liu, Wen-Ting
DOI
zh-TW
Abstract
“Co-Branded” have been popular issue in the industry in recent years. However, this trend of co-branded activities aren’t only exist in traditional and manufacture industry, but also extend into service industry, especially in credit card industry competitively, so that co-branded card that banks cooperate with special store to promote has became a topical subject. Co-Branded provides special service and premium for customers, and creates new opportunities for banks and stores. However, does the relationship of co-brandied activities really enhance brand image and brand equity of two companies? Does the relationship of cooperation strengthen comsumer behavior? Therefore, under a series of questions, the study attempts to build the structure model by the relationship of co-branded to seek the effect of consumer characteristics affect the consumption of co-branded cards. At the same time, the study also fits into comsumer side factors to understand that how images of organizations, extent of fit, and consumer characteristics affect the consumption of co-branded cards. The study adopts LISREL method to be a analysis tool. Therefore, the study can generalize several points, and the conclusions are as follows:
1. The main factor of affecting co-branded card image comes from the fit of brand and
company between stores and banks.
2. The better the effect of consumers on co-branded card images, the stronger usage intentions of comsumers, and enhances the behaviors of increasing comsumption of consumers.
3. Improvement of co-branded image must depend on ownership effect to survey the positive relationship between banks and stores.
4. After co-branded activities, interaction effect between brand equity of stores and banks must depend on ownership effect.
5. Ownership effect really affects brand equity between stores and banks after co-branded and consumer behaviors.
6. Impulse characteristics of consumers really affect comsumer behavoiors.
Subjects
品牌聯盟
組織形象
配適度
消費者特質
聯名卡
所有權效果
LISREL
Co-Branded
organization image
extent of fit
comsumer chacteristics
Co-Branded card
ownership effect
SDGs
Type
thesis
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