Co branding failure的問題，透過圖書和論文來找解法和答案更準確安心。 我們找到下列推薦必買和特價產品懶人包

YouTuber如何影響觀看者資訊採用意願？－多元理論觀點之模型

為了解決Co branding failure的問題，作者林佩儀 這樣論述：

本研究整合多元理論探討YouTuber與觀看者之間的互動關係，具體而言，以「推敲可能性模型（Elaboration Likelihood Model, ELM）」、「社會影響理論（Social Influence Model）」與「社會認同理論（Social Identity Theory, SIT）」，建構YouTuber如何影響觀看者的資訊採用決策模型。本研究採用非隨機準實驗設計法（Quasi-Experiment Method）進行多元實證資料蒐集，以偏最小平方結構方程模型進行分析與假說驗證。透過620位曾使用社群媒體或YouTube的樣本分析結果顯示：YouTuber的「可信賴性（T

rustworthiness）」、「專業性（Expertise）」與「相似性（Similarity）」，內容的「創新性（Innovativeness）」、「豐富性（Richness）」與「關鍵多數（Critical Mass）」會透過「來源吸引力（Source Attractiveness）」與「資訊可信度（Information Credibility）」中介機制進一步影響觀看者的資訊採用意願（Adoption Intention），涉及了「順從（Compliance）－關鍵多數」、「認同（Identification）－來源吸引力」與「內化（Internalization）－資訊可信度」三

個社會影響過程。此外，本研究深化過去學理，發現YouTuber與觀看者間的「相似性」及內容的「創新性」，對於「來源吸引力」與「資訊可信度」的影響關係呈現非線性的現象。最後，本研究也延伸過去資訊採用決策的學理，發現YouTuber的「性別」與「年齡」會促進「YouTuber屬性特徵」對「來源吸引力」與「資訊可信度」之影響，觀看者的「性別」會促進「來源吸引力」與對「資訊採用意願」之影響；除了深化過去行銷傳播與社群媒體的文獻之外，也提供行銷經理人擬定行銷推廣方案之具體建議。

Brand Forgiveness? Investigate form Self-Image and Brand Relationship Quality

為了解決Co branding failure的問題，作者阮國軍 這樣論述：

Purpose - Existing forgiveness research has gained a lot of attention in the realm of psychology. In the business, however, there is little knowledge regarding forgiveness. The goal of this article is to examine how the brand connection influences the tactics and influencing variables of brand forg

iveness from a business aspect following service failures in order to address this ambiguity. In addition, the purpose of this paper is to analyse the difficulties and opportunities that a brand relationship quality dealing with. An analytical mix of empirical investigations as well as literature on

branding, trust repair after unfavourable exposure, and customer forgiveness is undertaken to construct a precise model on how brand connection influences brand forgiveness.Design/Methodology/Approach – In order to ensure adequate evidence for the analytical component, this study will use a quantit

ative approach as a method of analysis to explore and gain a greater understanding of brand self-congruity and emotional valence and how they relate to brand relationship efficiency and brand forgiveness. The experimental data is gathered through participant observation with citizens in Taiwan and d

iverse nations, as well as through the use of questionnaires. Inductive and abductive analysis methods were used in this study.Findings - A organization that executes its branding operations well will develop a more positive brand recognition, which will have a major influence on brand connection, a

s a result, upon that forgive tactics used by businesses in the event of customer dissatisfaction. According to this study, a strong brand-consumer engagement enhances customers' desire for brand forgiveness.Research Limitations and Implications - Due to the obvious limitations of my analysis, the e

mpirical results must be evaluated in a comprehensive study with a broad sample size within Taiwan's regions before being generalized. In order to generalize the results from an international viewpoint, they must be examined in various regions contexts to see whether there are any parallels. Accordi

ng to this study, obtaining forgiveness from a closely associated brand is comparable to obtaining forgiveness from a good friend. It provides practitioners with guidance on how to achieve brand forgiveness within the context of brand relationship quality in the self-congruity and brand congruence e

nvironment. This study suggests that practitioners should concentrate on improving the consistency of close brand relationships because it can impact possitively on a company's forgiveness tactics in the event of service failures.