1. Perceived Quality and Customer Purchase Intent of Brand Alliance:
The Co-Branding Strategy of LG and Prada Luxury Cell phone

2. The High Growth Rate of the High-end Mobile Market

3. LG PRADA MOBILE

4. Co-Branding Strategy Make It Better?
Do consumers feel better quality on the co-branding mobile phone?
Does the co-branding strategy stimulate stronger purchase intention of consumers? +

5. Literature Review(1) Co-Branding Perceived Quality
McCarthy and Norris (1999)－One kind of marketing strategy which indicates the using brand name of the product content ingredient, and presents jointly with the product brand
蔡宜蓉 (2004)－The product brand combines with two different extant brands
Perceived Quality
Anker(1991) －The important product assessment in the consumer’s heart, also be the foundation of value reward and brand extends
Zeithaml (1998)－The whole assessment for consumer judges the product superiority

6. Literature Review(2) Measurement Surface of Perceived Quality
Dodds、Monroe and Grewal (1991)－faith, quality, manufacture technology, reliability, durability
Purchase Intent
Dickson and Sawyer (1990)－When the purchase intent is decided to recognize the value of the brand and the inducing promotion activities. The consumer can judge the product value whether is higher than the price which pays, if it is positive, then the purchase intent probability will enhance

7. Literature Review(3)
The Relationship of Perceived Quality and Purchase Intent
Aaker and Keller (1990)－Separately take perceived quality and purchase intent into the measurement of brand assessment. The perceived quality and purchase intent have independent relationship
Zeithaml (1988)－The consumer’s purchase intent is decided by the level of perceived quality and purchase intent. The perceived quality and purchase intent have causal relationship
The Relationship of Co-branding and Perceived Quality
Rao、Qu and Rukert (1999)－Uses the multi-factors experiment design obtains the research results. It pointed out when execute co-branding that consumer's perceived quality will be enhance

8. Research Hypothesis(1)
The research of Ruekert(1999) discovers that if the attribute of the product which can not be observed, the perceived quality and purchase intention would arise when that brand ally with the other brand
This study assumes compared with the no-brand-alliance and brand alliance, can make better perceived quality and purchase intention

9. Research Hypothesis(2)
H1：To execute co-branding will let consumer has better perceived quality against did not execute co-branding.
H2：To execute co-branding will let consumer has better purchase intent against did not execute co-branding.

10. Methodology(1) Independent variable defines：co-branding、no co-branding
Dependent variable defines：perceived quality、purchase intent
Co-Branding
No Co-Branding
Perceived Quality
Purchase Intent

11. Methodology(2) Perceived quality Purchase intent
Use the five dimensions in the research of Dodds, Monroe& Grewal(1991) method (faith, quality, manufacture technology, reliability, durability)
Purchase intent
Use the adjusted scale sheet developed by Mackenzie(1986) to measure the participants’ possibility to buy the mobile phone

12. Questionnaire Design Sample source
Perceived quality: Measured by five questions
Purchase intent: Measured by four questions
Sample source
Our participants are the sixty students of National Chiao Tung University. We deliver to them and collect the first-hand data from the questionnaire

13. Analysis-H1 Table 1: the T-test result of perceived quality
Co-branding
No co-branding
Notes
Sample size 57
57/60
Scores mean
4.8175
3.8702
Diff=0.9474
Scores std dev
1.4947
1.2308
Diff=1.3691
T-test value
8.26
df=568
P-value
<0.0001
Highly significant

14. Analysis-H1
Table 2: the T-test result of each dimension of perceived quality
Mean diff
Std dev diff
T-test value
P-value
significant
Confidence
1.2456
1.1517
5.77
<0.0001
Highly
Function
0.1404
1.3044
0.57
0.5668 No
Quality
1.3333
1.3011
5.47
Reliability
1.2632
1.4049
4.80
Durable
0.7544
1.4193
2.84
0.0054
Yes

15. Discussion-H1
Once LG cooperate with Prada, people have more confidence, reliability, feel quality and durable better about this LG-Prada cell phone. But essentially, function dimension be affected from LG more than Parada. Prada is a fashion company not a technology one, so people don’t think the function of LG-Prada cell phone would be improved a lot.

16. Discussion-H1 Table 5: the perceived quality scores Co-branding
No co-branding
Confidence
5.2456 4
Function
4.1579
4.0175
Quality
5.2105
3.8772
Reliability
5.2632
Durable
4.2105
3.4561

17. Discussion-H1
The line chart of the perceived quality scores

18. Conclusion-H1
The LG-Prada’s co-branding cell phone has the higher perceived qulality more than the LG’s cell phone.

19. Analysis-H2 Table 3: the T-test result of purchase intent Co-branding
No co-branding
Notes
Sample size 57
57/60
Scores mean
4.5283
3.4634
Diff=1.114
Scores std dev
1.6649
1.2888
Diff=1.4888
T-test value
7.99
df=454
P-value
<0.0001
Highly significant

20. Analysis-H2
Table 4: the T-test result of each dimension of purchase intent
Mean diff
Std dev diff
T-test value
P-value
significant
Understand
1.4737
1.2629
6.23
<0.0001
Highly
Like
1.4912
1.4762
5.39
Try
1.4211
1.4104
5.38
Purchase
0.0702
1.3083
0.29
0.7752 No

21. Discussion-H2
LG is a famous technology company but they are not the best one. Once they cooperate with Prada ,people has more willing to understand and try this cell phone and like it more.

22. Purchase intent scores
Discussion-H2
Table 6: the purchase intent scores
Purchase intent scores
No co-branding
Co-branding
Understand
3.8947
5.3684
Like
3.5439
5.0351
Try
3.8246
5.2456
Purchase
3.2632
3.3333

23. Discussion-H2
The line chart of the purchase intent scores

24. Conclusion-H2
The LG-Prada’s co-branding cell phone has the higher consumers’ purchase intent more than the LG’s cell phone.