在當今數位化時代，品牌聯名及數位行銷策略對於提升品牌知名度與擴大市場影響力扮演著關鍵角色。台灣咖啡市場的發展顯示出極大的商業潛力，人均咖啡消費量顯著高於全球平均水平，吸引了眾多企業進行市場投資。

本研究以台灣本土品牌CAFE!N硬咖啡為個案，探討品牌透過聯名行銷與數位平台，如Facebook和Instagram等社群媒體，如何有效吸引消費者，提高品牌忠誠度，並最終提升品牌價值。

CAFE!N硬咖啡背後的母公司為全台最大咖啡炒焙廠『源友企業』，擁有 豐富產品資源的 CAFE!N硬咖啡，透過與多個品牌的跨界合作，包括國際知名品牌如迪士尼和New Balance等等，增強了品牌的市場能見度和消費者參與度。

研究透過問卷調查消費者意見發現，聯名行銷策略不僅提升了品牌的創新形象，也顯著影響了消費者的購買決策，尤其是品牌忠誠客戶群。

透過對消費者行為的深入分析，本研究指出，消費者對聯名產品表現出較高的興趣和滿意度，這直接推動了銷量和市場份額的增長。

In this digital era, brand collaborations and digital marketing strategies are essential for enhancing brand visibility and expanding market influence. The growth of the coffee market in Taiwan demonstrates significant potential, with per capita coffee consumption notably higher than the global average, attracting numerous companies to invest in the market.

This study focuses on CAFE!N, a native Taiwanese brand, to examine how it leverages co-branding and social media platforms to engage consumers, boost brand loyalty, and ultimately increase its market value. CAFE!N, owned by Yuan You Enterprises, Taiwan's largest coffee roasting company, benefits from extensive product resources.
Its collaborations with global recognized brands such as Disney and New Balance have increased its visibility and consumer engagement.

The study, conducted through surveys, discovered that co-branding not only enhances the brand's innovative image but also significantly impacts consumer purchasing decisions, particularly among loyal customers.

Through a detailed analysis of consumer behavior, the study indicates that there is a higher interest and satisfaction with co-branded products, which contributes to increased sales and market share growth.

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