快速時尚產業近年來蓬勃發展，成為全球市場上表現亮眼的新興產業。各大品牌紛紛利用不同的行銷手法吸引消費者目光，期望從競爭激烈的市場中突圍。而其中，許多品牌皆採用與高端精品合作，共同推出聯合品牌這項策略，主打以低價便可購得精品等級的設計與品質作為宣傳手法，成功創造話題並攻佔媒體版面，有的聯合品牌一推出變銷售一空，更出現民眾漏夜排隊搶購的現象。然而，短期來看，與精品推出聯合品牌或許能成功刺激銷售、創造熱潮；長期而言，聯合品牌策略是否能真正為企業品牌加分，提高自身在消費者心目中的評價。因此本研究從這個觀點切入，並以UNIQLO、H&M作為研究個案，希望探討聯合品牌策略是否會改變消費者對於企業的品牌評價，另外也期望了解消費者對於企業所合作之夥伴品牌的情感是否會對聯合品牌後企業的品牌評價造成影響。

本研究以聯合品牌、品牌情感與品牌評價的理論為基礎來發展研究架構，藉此分析消費者對於企業的品牌評價：消費者態度、知覺價值、品牌認同感，在企業與高端精品合作前後、以及夥伴品牌情感的影響下，是否會產生改變。此外，也加入人口統計變項作為調節，探討是否因為受測者社經背景的差異而干擾聯合品牌策略對於企業品牌評價的影響。研究結果發現，消費者對於企業的品牌評價並不會因為聯合品牌策略而有改變，人口統計變項也不會產生干擾效果。另一方面，消費者對於企業所合作之夥伴品牌的情感則會影響企業推出聯合品牌後的品牌評價。最後，根據分析結果，建議企業應該降低與精品推行聯合品牌的頻率，避免過度氾濫導致消費者無感，同時也須慎選合作的夥伴品牌，選擇符合消費者喜愛與好感的品牌來合作，以此發揮最大效益。

Fast fashion industry has become more and more flourishing in recent years. It has an outstanding performance in a global market. Lots of brands use different kinds of marketing strategies to attract consumers’ attention and hope to break out of the competitive market. Among these market strategies, many brands cooperate with luxury brands and use co-branding strategy to be a propaganda that advocate consumers can use low price to buy a product with luxury brands’ design and quality. This kinds of strategy successfully create a trend and go viral on media. However, in the short-term, fast fashion companies work with luxury brands might create the fad; when it comes to long-term, if the co-branding strategy can really bring the positive impact and enhance consumers’ evaluation toward company’s brand. As a result, this study is going to find out how the co-branding strategy affect company’s brand evaluation and also want to understand if consumers’ emotion to the partner brand that company work with will affect company’s brand evaluation.

This study used the theory of co-branding, brand emotion and brand evaluation to develop the structure of research. The study analyzed how the consumers changed the brand evaluation: consumer behavior, conceived value and brand identity toward the company after it cooperated with luxury brand and was affected by the partner brand’s emotion. Besides, also taking demographic variables into account to see if the difference of consumers’ social and economical background would interrupt the effect of co- branding to the brand evaluation. After the statistical analysis, the research result show that consumers’ brand evaluation will not change due to the co-branding strategy and the demographic variables will not create the interference. On the other hands, consumers’ emotion to the partner brand that company work with will affect company’s brand evaluation. In conclusion, company shouldn’t launch the co-brands so frequently and should cooperate with the partner brand that is consist to consumers taste in order to gain the maximum benefit.

中文摘要 i
英文摘要 ii
目錄 iii
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻探討 4
第一節 聯合品牌 4
第二節 夥伴品牌情感 7
第三節 精品夥伴品牌 9
第四節 品牌評價 14
第五節 小結與評述 18
第三章 研究方法 19
第一節 研究架構 19
第二節 問卷設計 22
研究範圍與受測對象 26
第四節 抽樣計畫 27
第五節 問卷發放與回收 27

第四章 產業個案分析與介紹 28
第一節 全球快速時尚產業概況 28
第二節 台灣快速時尚產業概況 31
第三節 UNIQLO品牌 33
第四節 INES DE LA FRESSANGE PARIS品牌 38
第五節 H&M品牌 39
第六節 BALMAIN品牌 45
第五章 研究分析 46
第一節 信效度分析 46
第二節 有效樣本結構與特徵分析 50
第三節 聯合品牌策略對於企業品牌評價之影響 60
第四節 夥伴品牌情感對於企業品牌評價之影響 66
第五節 人口統計變項的干擾效果 68
第六節 小結 76
第六章 結論與建議 77
第一節 研究結論 77
第二節 研究貢獻 79
第三節 管理意涵 80
第四節 未來建議 81
參考文獻 82
附錄：正式問卷 89

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4. 吳佳穎，2015，聯合品牌配適度與品牌評價對消費者購買意願之影響-以BALMAIN x H&M聯名系列為例，淡江大學大眾傳播學系碩士班碩士論文。
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三、網路部分
1. BeautiMode，2015年08月31日，「H&M x BALMAIN確定攜手合作！搖滾時尚聯名系列11月5日開賣」，取自 http://www.beautimode.com/article/content/71306/
2. HYPEBEAST，2016年02月1日，「回顧UNIQLO 歷年人氣聯名系列2016」，取自https://hypebeast.com/hk/2016/2/uniqlo-best-collaboration
3. H&M 官方網站，取自 http://www.hm.com/tw
4. Kantar Millward Brown市場調查公司，2016年，2016全球十大服裝品牌，取自：http://wppbaz.com/charting/19
5. UNIQLO官方網站，取自 http://www.uniqlo.com/tw/
6. VOGUE時尚網，2016年06月30日，「全台首次！PHANTACi x STARBUCKS 跨界聯名幻想彩繪隨行系列」，取自 http://www.vogue.com.tw/feature/foods/content-27845.html
7. 王彥婷，2015年09月11日，「UNIQLO X Lemaire 獨家搶看」，蘋果日報，取自
http://www.appledaily.com.tw/appledaily/article/supplement/20150911/36771158/
8. 王雨青，2014年03月21日，「法蘭西玫瑰熱推優衣庫系列」，瑞麗網，取自，https://read01.com/nE5mE.html
9. 林宜葶，2015年03月12日，「品牌行銷：消費者是否已對品牌聯名無感？」，品牌志，取自
http://www.expbravo.com/1436/品牌行