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The Influence of Customer Involvement on Co-branding Effect

Author: ChenLin
Tutor: LiHang
School: Yanshan University
Course: Business management
Keywords: brand alliance customer involvement direct effects spill-over effects
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 76
Quote: 0
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Abstract


Nowadays, in order to avoid market risk and enhance the competitiveness of thebrand, more and more enterprises use the Co-branding strategy. Co-branding as well asother marketing strategic activities need their target consumers responsing them positively.With the advent of experience marketing, the trend of consumer involvement has becomeincreasingly obvious. When consumers face to the co-branded product,people in differentlevel of consumer involvement will have different evaluation process, which lead toCo-branding produce distinct effect. Accordingly, the consumer involvement is animportant factor which influences the effect of Co-branding.The main purpose of this paper is to understand the process of consumers’ evaluationon the basis of present out comes about Co-branding,which is combining with theconsumer involvement that lead to consumer behavior. And certain references areprovided to the enterprise in order to better implement the Co-branding strategy.Firstly, this paper conducted a review and summary on the results of related presentresearches, which offered a precious theory basis for the theory model that would be builtin following chapter. Then the theory basis for this article will be introduced, includingrelated concepts of co-branding and consumer involvement and the form of consumerattitude.Secondly, this paper analyzes the two front factors affecting the effect of Co-branding.We retest the influence of consumer involvement on choosing the two front factors duringthe process of Co-branding evaluation and the direct effect and spill-over effect of theCo-branding,and then the theoretical assumptions are proposed.Thirdly, it designs study plan, research variables and experimental method to meetthe needs of research. And the study use questionnaire to acquire the sample data,whichinclude the questionnaire designing, distribution and recycling in the process.Finally, it analyzes sample data by using SPSS and Structural Equation Modelstatistical method,eventually gets a good fitted model showing relationship.Then itacquires that people in different level of the consumer involvement will choose different front factors to evaluate the Co-branding, which will lead to different direct and spill-overeffect of this strategy. In order to the success of co-branding strategy, the correspondingimplementation suggestions from the perspective of consumer involvement are putforward with reference on the results of the study.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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