購併後產品適配度與品牌適配度對主併者品牌權益影

Product Fit and Brand Fit’s Effect on An Acquirer’s Brand

此項研究目的是為了瞭解企業購併後，產品適配度與品牌適配度對主併者品牌權益的影響。本研究以台灣個人消費者為分析單位，針對383 位受訪者（172 位男性和211 位女性）進行便利抽樣的問卷調查。調查結果顯示，品牌適配度與產品適配度的相互作用對品牌權益有顯著的影響，包括知覺品質、品牌聯想與品牌忠誠度。此外，研究結果也顯示，較低的產品適配度對品牌權益的影響比高的產品適配度更顯著。

The purpose of this study is to understand the effect of brand fit and product fit on brand equity after M&A. The present study used convenience sampling with the individual customer in Taiwan serving as the unit of analysis. 383 respondents (172 males and 211 females) completed a questionnaire in Chinese. The results of this study showed that the interaction of brand fit and product fit has a significant effect on brand equity including perceived quality, brand association and brand loyalty. In addition, the results suggest that the relationship between brand fit and brand equity is influenced by product fit, in which a low product fit with a low brand fit has a greater effect on brand equity than a high product fit with a low brand fit.