CAJ | 학술논문

文章基于MPAA模型理论，就不同联合模式下消费者的要素品牌属性评价进行比较，并进一步探讨要素属性地位和信息类型的调节作用。通过两个实验发现，尽管消费者在联合高知名度终端品牌模式下对要素品牌属性的评价更高，但联合模式的作用受到两个边界条件的影响。当提供公司信息时，附属要素品牌未能通过联合模式提高消费者对属性的评价；当提供产品信息时，无论要素品牌属性地位如何，联合高知名度终端品牌都能获得更高评价。
문장기우MPAA모형이론，취불동연합모식하소비자적요소품패속성평개진행비교，병진일보탐토요소속성지위화신식류형적조절작용。통과량개실험발현，진관소비자재연합고지명도종단품패모식하대요소품패속성적평개경고，단연합모식적작용수도량개변계조건적영향。당제공공사신식시，부속요소품패미능통과연합모식제고소비자대속성적평개；당제공산품신식시，무론요소품패속성지위여하，연합고지명도종단품패도능획득경고평개。
Based on the perspective of MPAA model theory,the paper compares the consumer’s evaluation on ingre?dient brand attributes under different co-branding patterns, and discusses the moderating effect of ingredient attri?bute status and type of message. Although the results, by two experiments, show that the well-known final brand can increase the consumers’ evaluation on specific attributes of ingredient brand, the effect of co-branding pattern is affected by two boundary conditions. Subsidiary ingredient brand suppliers fail to enhance consumers’ evaluation on attributes with co-branding pattern when they provide the company message. However,no matter how ingredient attribute status is,if combined with the well-known final brand,can gain higher evaluation when ingredient brand suppliers provide the production message.