通路商是產品與消費者的橋樑，隨著零售業進行合併、擴大規模，創造出品牌價值，通路商擁有品牌資產來協助知名度較低的製造商，可能將品牌效果擴大至代言商品，因為消費者會透過通路商品牌推論產品品質，反之，通路商品牌也透過所銷售的產品來建立，故這種合作性行銷活動開始盛行，當消費者對品質懷疑時，相較於單一品牌，二個品牌同時傳達的資訊能加強品質認知的提高，且這種加強的效果，對於新產品可能更明顯，新產品上市面對著日益複雜的挑戰，失敗率高達75%，若藉由與其他品牌進行聯盟，可能獲得潛在市場利益。
品牌聯盟將是新產品上市的策略之一，從選擇伙伴到呈現方式，都影響成敗，本研究探討新產品製造商與現有通路商所組成之品牌聯盟，通路商利用其品牌來協助新產品銷售，在產品知識干擾下，通路商類型與品牌權益、促銷活動對消費者購買意願的影響。以多功能隨身碟為實驗產品，透過2×2×2實驗設計，針對大專院校學生，進行問卷調查，採便利抽樣並隨機發放8組問卷，有效樣本共462份，透過變異數分析，歸納出實證結果與建議如下：
1.通路商品牌權益高未較品牌權益低，有較高的購買意願，研究認為可能較直接的聯盟效果乃知覺品質、風險的改善，反應在購買意願需時間；或通路商品牌不如產品或製造商品牌直接對消費者的吸引；甚至是受測對象特性，導致假設不成立。建議不一定要尋求高品牌權益的通路合作，應先考慮通路商的能力、是否有積極的合作意願，以及目標消費者特性。
2.通路商具備高品牌權益時，購物網站才比量販店有較高的購買意願，雖網路購物忠誠度比一般通路高，但通路品牌權益若不足，購物風險大，消費者轉而選擇實體商店。建議最適的合作伙伴為品牌權益低的量販店，最不適合伙伴為低品牌權益的購物網站。
3.經濟性較心理性促銷有較高的購買意願，因金錢上的節省，故產生經濟節省誘因。但建議若為創新性或具差異化產品，廠商應在經濟性與心理性促銷間，取得平衡點，以免過度舉辦經濟性促銷而傷害品牌權益。
4.若通路類型為量販店，產品知識干擾品牌權益效果存在；若品牌權益為低，產品知識干擾通路類型效果存在；另外，產品知識不會干擾促銷活動對於購買意願的影響，故在進入策略方面，應區隔創新/非創新、品質重要/不重要的產品，做出不同策略，創新性反應消費者產品知識，為消費者對外部線索(品牌)的依賴程度，而品質重要性關係著消費者對促銷活動的反應。

Marketing channels, connections between products and consumers, could have the brand assest to help the bad performed manufacturers to sell products. This study using manufacturer and marketing channel’s brand alliance of new product to discuss how brand equity, sales promotion and marketing channel variables could affect consumers’ purchase intensions. Besides, it also chose product knowledge to be the moderate variable.
The experiment, a 2×2×2×2 between-subjects design, used the flash drive to be the experimental product. The context of experiment was constructed by eight experimental groups, each had sixty samples. Sampling from the students of every university, every subject took questionnaire at by random sampling. Finally, this study collected 462 effective samples and used ANOVA to test hypothesis.
The main results in this study were as follows:
(1) Brand equity of marketing channel do not show a significant influence on consumers’ purchase intentions.
(2) Different type of marketing channel has a partial of influences on consumers’ purchase intentions.
(3) Different type of sales promotion shows a significant influence on purchase intentions. Price promotion leads to the increasing consumers’ purchase intentions.
(4) Taking product knowledge as the moderator, there is a partial moderating effect when brand equity or marketing channel variable was put into the model. On the contrary, there is no moderating effect when sales promotion variable was put into the model.
In addition, this study discussed the results, and based on the results, it also gave suggestions concerning the practical operation.

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