Welcome to Branding & Marketing Analytics Lab~
Principal Investigator
Dr. Chia-Lin Lee (李嘉林)
ORCID ID: 0000-0001-7596-1744
Assistant Professor of Marketing
Department of Business Administration
National Taiwan University of Science & Technology
Current Research Topics
1. Influencer Endorsement Strategy (網紅代言策略)
Background: Influencer marketing is one of the most popular strategies today, and brand managers frequently invite social media influencers to endorse products and services (see, e.g., https://en.pingwest.com/a/11882). Previous research has shown that the credibility of influencers and consumers’ familiarity with the endorsers may affect consumers’ purchase intention of the branded products.
2. Sustainable Product Labeling (永續產品標籤)
Background: Different types of labels have been attached to products to signal product quality and sustainable brand images. For example, the Rainfall Alliance (RA) label has been used in beverage and food categories (see, e.g., https://www.mrbrown.com.tw/Coffee/index.aspx?ID=5). Except for RA, another popular product label is the Fairtrade label, which is released by Fairtrade International. There are also other types of labels, such as organic labels, energy labels (e.g., Energy Star) and ecolabels (e.g., Carbon Footprint).
3. Sustainable Strategy of Luxury Brands (精品品牌的永續策略)
Background: Today’s luxury brands have developed various sustainable marketing activities to show their determination to protect the environment (see, e.g., https://www.harpersbazaar.com/uk/beauty/skincare/g15941141/best-sustainable-beauty-brands/).
4. Consumer Evaluations of Co-branding Strategy (消費者對雙品牌策略的評價)
Background: Co-branding is a popular brand strategy and the consumer evaluation of co-branding remains an interesting and important research issue. There are basically two types of co-branding alliances: horizontal brand alliances and ingredient brand alliances (see, e.g., https://www.fastcompany.com/90821680/three-ways-ingredient-brands-can-partner-for-long-term-success).
5. Assurance of CSR Reports & Managerial Ability (社責報告確信與管理者能力)
Background: The assurance of CSR reports is a crucial issue, both in academic research and in the real business world (see, e.g., https://www.accountability.org/standards/). The relationship between managerial ability and the voluntary assurance of CSR reports remains insufficiently understood.
6. Consumer Perceptions of Logo Changes (品牌標誌改變的感知)
Background: Sensory marketing is currently an important strategy, and brand managers could change the design elements (e.g., colours and shapes) of logos to revise consumers’ perceptions (see, e.g., https://www.gsmarena.com/oppo_moves_away_from_green_in_latest_logo_color_redesign-news-59414.php).