การประเมินของผู้บริโภคต่อตราสินค้าร่วม: การศึกษาบทบาทของความสม่ำเสมอในภาพลักษณ์ตราสินค้าและ การรับรู้ถึงความสอดคล้องต่อตราสินค้า

บทคัดย่อ

Co-branding has become an increasingly popular strategy in today’s brand conscious environment. Previous studies have found that perceived fit between parent brands is an important driver of a co-brand success. However, few examine context concerning the nature of brand fit, particularly the detailed relationship with brand image of parent brands. Therefore, the current study has two main objectives. First, this study aims to examine how the fundamental components and factors of brand fit and brand image under the co-branding strategy relate to each other. Second, the study aims to investigate the relationship between brand fit and brand image under the co-branding strategy in the automobile industry and environmental concerns organization in Thailand. By using a quasi-experimental design with a hypothetical brand pairing between the Hyundai, car maker brand and the Greenpeace, non-profit organization to collect data from 453 respondents; We found dimensions of brand image consistency including functional utility, symbolic utility and experiential utility positively affects perceived brand fit both individually and simultaneously. In addition, this study found perceived brand fit mediates the effect of parent brand image consistency and co-brand consumer-based brand equity. Keywords : Co-branding, Brand Image Consistency, Perceived Brand Fit, Environmental Concerns, Thai Automobile Industry