本研究的目的是探討稀缺性對品牌權益的影響，尤其是透過數量有限的聯名品牌產品進行研究。本研究旨在整合兩種不同的模型--稀缺性和消費者品牌權益（CBBE）--來探討聯名品牌在台灣的影響。本研究透過400份有效問卷收集台灣居民的資料，並利用結構方程式模型（SEM）分析資料。研究的重點在於評估有限數量的聯名品牌策略如何影響品牌權益的各個組成部分，如認知品質、認知價值和認知獨特性。實證研究結果顯示，數量有限的聯名品牌策略對品牌權益有正面影響。具體來說，感知到的稀缺性對CBBE的認知品質、認知價值和認知獨特性有正面影響。此外，研究也發現預期昂貴性會對認知價值和認知獨特性產生正向影響，但對認知品質沒有顯著影響。願意支付溢價在認知品質、認知獨特性和購買意圖之間的中介效應也很明顯。研究結果為行銷人員和品牌經理提供了寶貴的洞見，尤其是使用稀缺性提升品牌權益的策略上。有限數量的聯名品牌對認知品質、價值和獨特性的正面影響表明，企業可以有效地利用稀缺性來提高消費者支付溢價的意願，並推動購買意願。本研究結合稀缺性模型與CBBE，探討台灣企業聯名品牌的影響，對文獻研究有所貢獻。本研究提供了一個嶄新的方法，透過實證測試稀缺性、品牌權益與消費者行為之間的關係，為有限數量產品的品牌策略提供理論與實踐上的啟示。

The purpose of this study is to examine the influence of scarcity on brand equity, particularly through the lens of limited-quantity co-branded products. This research aims to integrate two distinct models—scarcity and consumer-based brand equity (CBBE) facets—to investigate the effects of co-branding in the context of Taiwan. The study collects data through 400 valid questionnaires from residents in Taiwan, utilizing structural equation modeling (SEM) to analyze the data. The research focuses on assessing how a limited-quantity co-branding strategy influences various components of brand equity, such as perceived quality, perceived value, and perceived uniqueness. The empirical findings indicate that a limited-quantity co-branding strategy has a positive effect on brand equity. Specifically, perceived scarcity positively influences the CBBE facets—perceived quality, perceived value, and perceived uniqueness. Additionally, the study finds that assumed expensiveness positively impacts perceived value and perceived uniqueness, although it does not significantly affect perceived quality. Furthermore, the mediation effect of willingness to pay a price premium between perceived quality, perceived uniqueness, and purchase intention is evident. The findings offer valuable insights for marketers and brand managers, particularly in the use of scarcity as a strategy to enhance brand equity. The positive impact of limited-quantity co-branding on perceived quality, value, and uniqueness suggests that companies can effectively leverage scarcity to increase consumer willingness to pay a price premium and to drive purchase intentions. This study contributes to the literature by integrating the scarcity model with CBBE facets to explore the effects of co-branding in Taiwan. The research offers a novel approach by empirically testing the relationship between scarcity, brand equity, and consumer behavior, providing both theoretical and practical implications for branding strategies in the context of limited-quantity products.