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Research on Evaluation of Co-branding Fit Degree

Author: WangZuo
Tutor: YaoHuiLi
School: Jiangsu University of Science and Technology
Course: Business management
Keywords: niche ecostate-ecorole theory Co-branding Fit Degree evaluation index system fuzzy synthetic evaluation
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 2
Quote: 0
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Abstract


With respect to the rapid development of co-branding practice, there are many problems to be solved about co-branding’s correlation study. Co-branding Fitness is the key factor that affects the co-branding effect, and it is also the current academic research hotspot. This paper aims to explore the influencing factors of Co-branding Fit Degree and how to evaluate Co-branding Fit Degree, to provide a reference for the companies implementing co-branding strategy.On the basis of previous studies, Co-branding Fit Degree is defined as the joint brands’ consistency degree in brand image, target market and market position. This paper analyzes the influencing factors of Co-branding Fit Degree from "state" and "potential" based on niche ecostate-ecorole theory, identify the most critical indicators of Co-branding Fit Degree, and build the beginning Co-branding Fit Degree evaluation index system. After twice questionnaire surveys of pre-research and formal research, the index system scale is corrected. The paper does descriptive statistical analysis, reliability test, exploratory factor analysis, confirmatory factor analysis and validity testing to the data collected by using SPSS19.0and Amos17.0, and builds the final Co-branding Fit Degree evaluation index system. Then the paper designs Co-branding Fit Degree evaluation methods.After analyzing, AHP is used to calculate the weight coefficient, and fuzzy synthetic evaluation method is selected for Co-branding Fit Degree evaluation. The final section is empirical study on co-branding of Coca-Cola and Lenovo. According to the previously constructed evaluation index system, this paper uses analytic hierarchy process to decide the weighing of each indicator, evaluates the fit degree of the two brands with fuzzy synthetic evaluation method, comes to the final result by introducing mathematical expectation, and points out that the concept of the distance between two points in the five-dimensional space can be used to choose a more suitable co-branding object when mathematical expectation is equal.

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