全家聯名網紅創造新商機？！品牌認同、品牌關係黏著度及聯名品牌態度對行為意圖之影響

FamilyMart’s Co-Branding with Social Influencers: The Impact of Brand Identification, Brand Relationship Stickiness, and Co-Brand Attitude on Behavioral Intentions

便利商店已成為消費者日常生活中不可或缺的零售通路之一，但由於市場競爭激烈，企業必須不斷尋求創新行銷策略以提升品牌差異化。全家便利商店近年推出「聯名網紅自創品牌」的創新行銷模式，藉由結合網紅的個人品牌魅力與全家的通路優勢，開發聯名產品，期望創造話題效應、提升品牌曝光度與品牌價值，進而影響消費者的行為意圖。
本研究以曾購買過全家與網紅自創品牌聯名商品之消費者為研究對象，採問卷調查法蒐集資料，共發放390份問卷，回收有效問卷340份。研究結果顯示，品牌認同、品牌關係黏著度及聯名品牌態度皆對行為意圖具有正向顯著影響；其中，高品牌認同能促進品牌關係黏著度的形成，而良好的聯名品牌態態度則能進一步強化品牌認同與品牌關係黏著度，最終提升消費者的行為意圖。本研究結果不僅驗證聯名品牌態度在品牌認同與行為意圖間的部分中介效果，亦對便利商店與網紅品牌合作提供實務指引，作為未來行銷策略與品牌聯名合作之參考依據。

FamilyMart has launched a novel marketing strategy termed“Co-Branding with Social Influencer’s Brand,”aiming to deliver a unique consumer experience by collaborating with social influencers to develop co-branded products. This strategy capitalizes on the popularity, credibility, and brand equity of influencers to generate buzz marketing effects, increase brand visibility, and strengthen overall brand value, thereby influencing consumers’behavioral intentions. To examine the effectiveness of this strategy, a total of 390 online questionnaires were distributed, of which 340 were deemed valid for analysis. The findings indicate that brand identification, brand relationship stickiness, and attitude toward co-branding each have a significant positive effect on behavioral intention. Furthermore, strong brand identification fosters higher levels of brand relationship stickiness. A favorable attitude toward co-branding not only enhances brand identification but also strengthens the relationship between consumers and the brand, ultimately reinforcing behavioral intentions. This study further confirms the partial mediating role of co-brand attitude between brand identification and behavioral intention. The results provide valuable theoretical contributions and managerial implications for convenience store chains and influencer-owned brands seeking to develop effective co-branding strategies that strengthen consumer engagement and behavioral outcomes.