在全球競爭日益激烈的市場環境中，New Balance 作為擁有百年歷史的運動品牌，持續透過多元的聯名合作展現品牌的延展性與市場影響力。為探討其聯名策略如何影響消費者行為，本研究以 Kotler（1984）提出的消費者決策歷程（Consumer Decision Journey, CDJ）模型為理論基礎，分析消費者在接觸聯名行銷時，於品牌認識、資訊搜尋、方案評估、購買決策到購後行為等階段的心理歷程與實際反應。

本研究採用質性研究方法，透過半結構式深度訪談，針對具有 New Balance 購買經驗且關注潮流文化的消費者進行資料蒐集與主題分析。研究發現，數位與人際口碑的交織影響對品牌資訊的擴散與消費動機的激發具有重要作用，包括社群媒體的討論、親友的推薦與意見領袖的影響力。另一方面，實體通路的體驗則有助於消費者實際驗證產品的舒適性與風格，進一步影響購買決策。

在品牌認同方面，New Balance 除了延續其強調的舒適機能與復古設計風格，亦透過聯名合作導入不同領域的文化象徵與情感價值，使品牌形象更具層次，並與消費者產生更深的共鳴。透過與服飾、精品、餐飲、便利商店、汽車、藝人與運動員等多元產業的合作，New Balance 成功擴展品牌觸及範圍、強化形象定位，並吸引多樣化的消費族群。然而，研究也發現，若聯名策略缺乏清晰主軸或過於頻繁，可能產生品牌定位模糊與價值稀釋的風險。

In today's increasingly competitive global market, New Balance, a century-old athletic brand, continues to demonstrate its brand flexibility and market influence through diverse co-branding collaborations. To explore how these partnerships influence consumer behavior, this study adopts Kotler's (1984) Consumer Decision Journey (CDJ) model as the theoretical framework. It examines consumers' psychological processes and behavioral responses across five key stages: brand awareness, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

This research employs a qualitative approach, utilizing semi-structured in-depth interviews with consumers who have prior purchasing experience with New Balance and are engaged in trend culture. Findings reveal that the interplay between digital and interpersonal word-of-mouth—including social media discussions, peer recommendations, and the influence of key opinion leaders—plays a critical role in spreading brand information and stimulating consumer interest. Meanwhile, in-store experiences serve as a key touchpoint for consumers to validate the product's comfort and style, further shaping their purchase decisions.

Regarding brand identity, New Balance not only continues to emphasize its core values of comfort, functionality, and retro-inspired aesthetics but also integrates diverse cultural symbols and emotional associations through co-branding efforts. These partnerships add depth to the brand image and enhance emotional resonance with consumers. By collaborating across various sectors—including fashion, luxury, food and beverage, convenience stores, automotive, entertainers, and athletes—New Balance has successfully expanded its brand reach, strengthened its market positioning, and attracted a broader range of consumers. However, the study also highlights potential risks: without a clear thematic focus or with excessive frequency, co-branding strategies may lead to brand dilution and weakened identity.