依附風格、品牌個性、品牌依附與品牌評價之研究：共品牌觀點

The Study of Attachment Style, Brand Personality, Brand Attachment and Co-branding Evaluation from the Co-branding Perspective

本研究以心理學的依附理論為依據，共分三項前測及兩個正式實驗，並選擇480 位大學生為受測者，試圖瞭解不同「依附風格」的自我個體與不同的「共品牌個性組合」對「共品牌評價」的影響。其次，希冀瞭解「夥伴品牌之品牌依附」與「共品牌評價」之間的關係，並釐清「夥伴品牌與共品牌之產品品類契合度」對此關係是否具有干擾作用。結果顯示：1.「懼怕型依附風格」對雙興奮個性之共品牌評價顯著高於雙真誠個性者，然「沉溺型依附風格」的結果，則反之；2.在「沉溺型依附風格」促發下，個體對單一個性品牌（雙真誠或雙興奮）的共品牌評價顯著高於具有雙重個性的共品牌（既真誠又興奮）；3.夥伴品牌之品牌依附與共品牌評價呈現正相關，其間關係並受到產品品類契合度的干擾。上述研究發現將有助於企業日後發展共品牌行銷策略。

Based on the attachment theory of psychology field, the study included three pre-tests and two experiments, and we chose 480 university students as our subjects. The study aimed to examine whether the co-brand evaluation was affected by the individuals with attachment style and the co-brand combination of two brand personalities. Moreover, we also investigated the relationships between the attachment of partner brand and co-brand evaluation and whether the product category fitness of partner brand and co-brand played a moderator role between both. The results were as follows: (1) Fearful attachment had a higher co-brand evaluation on the double-exciting personality brand than on the double-sincere personality brand. However, the preoccupied attachment had a lower cobrand evaluation on the double-exciting personality brand than on the double-sincere personality brand. (2) When the preoccupied attachment style was primed, the individuals had higher co-brand evaluation on the single personality (either double-sincere or double-exciting) than on the double personalities (both sincere and exciting). (3) The brand attachment of partner brand was positively related to the co-brand evaluation. Their relationship was moderated by the product category fitness. Our conclusions are helpful to the enterprises when they develop co-brand strategies for their targeted customers.