Dissertation > Excellent graduate degree dissertation topics show

Co-branding and Brand Attitude to Consumer’s Attitude and Purchase Intention Impact Study

Author: LiDongHui
Tutor: WangTianChun
School: Dongbei University of Finance
Course: Marketing
Keywords: Co-branding Awareness of main brand Brand attitude Purchase intention
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 250
Quote: 1
Read: Download Dissertation

Abstract


Nowadays, in the increasingly competitive market, serious homogenization of the product led to marketing strategy effective that rely solely on the physical aspects of product. Companies began to feel that the value of products’spiritual is much greater than physical, material aspects, and the intangible value of products is easier to create differences and not imitative.So, spiritual values as a important component of brand value, its management has became the most important tasks of the enterprises. With the deepening of brand management theory, many branches gradually appear, the management is an important branch of them, the emergence of this theory make another great change for brand management. The continuous improvement and widespread application of co-brand theory let enterprises can enhance their brand equity within a short time,In other countries, the co-branded research is very complete, whether in terms of quantitative or qualitative methods have been verified co-branding has great strategic importance, but in our country, scholars have only had a small amount of qualitative research, the impact of co-branding has not been us dempirical methods to verify and confirm. As the culture, lifestyle and many other differences may cause of Chinese and foreign influence the consumers’attitude of co-branding, and.co-branding in the domestic research is not enough comprehensive, the important factors affecting the co-branding is not added into all the research, this paper will use empirical methods to explore which type of co-branding consumers is prefer in scenarios of China, and combined with the awareness of main brand to test whether there are interactions in these two previous. Through this study expect to send China a rich field of study in co-branding of this theory. Through this study expect to send rich the theory of co-branding in China.This paper, focusing on the influence of main brand’s awareness to the brand attitude and purchase intention of consumers, and analyze the relationship between consumer attitudes and brand purchase intention. At the same time this paper research type of co-branding-heterogeneous joint, similar joint, whether or not affect consumer attitudes, which forms of co-branded have greater impact on consumer attitudes and purchase intentions. In order to prompt enterprises to choose right type make the decision of co-brand should more successful, and reducing the risk of co-branding.As the type of co-branding one factor affecting consumer brand attitudes is a major innovation of this article, there is not Scholars have involved before, and verify the impact of type of co-branding and areness of the main brand to consumer’s brand attitudes.Results of the study show that:the higher the master brand awareness, the more positive consumer’s brand attitudes, contrary is not active. Consumer’s attitudes of similar joint brand more positive than the heterogeneous joint. The more positive brand attitude, the stronger willingness consumer to buy co-branded products.This paper is divided into seven parts:The first part introduces the research background of this paper, theoretical significance, practical significance and possible innovation, etc.;The second part described in the consolidated results of previous studies based on the lack of research and find an entry point to find the elements of this study, to determine the basis for the model;The third part of the proposed theoretical model and assumptions of this article;The fourth section explains the method of this research and design process;The fifth part of this research model and hypotheses and analysis;The sixth part from the assumption that the verification and analysis derived Marketing Implications;The seventh part investigates shortcomings, future research directions.

Related Dissertations

  1. Research on Consumer Purchase Intention in B2C E-commerce Invironment Based on Customer-perceived-value,F224
  2. The Research about the Relationship between Product Perceived Quality and Consumer Purchase Intention of Energy-saving and New Energy Vehicles,F426.471
  3. The Study on the Influencing Factors of Transnational Co-Branding Effect,F273.2
  4. Research on the Effect of Price Promotion on Customers’Quality Perception and Purchase Behavior,F274
  5. The Study on Relationship between Customer Perceived Value and Customer Purchase Intention in Health Management Services,F274
  6. Consumer brand equity perspective empirical research,F273.2
  7. Research on the Delivery of Customer Value in the Hybrid Supply Chain in Service-Oriented Manufacturing Based on Customer Participation and Customer Experience,F274
  8. A Research of Brand, Advertising and Praise Influence on Purchase Intention Based on Customer Perceived Value Theory,F224
  9. Effects of Functional Factors and Symbolic Factors on Web Brands,F49
  10. The Research on the Customer Purchase Intention of Private Brand Based on Brand Trust,F273.2
  11. The Effetion of Virtual Community’ WOM on Consumers’ Purchase Intention,F713.36
  12. Research on Consumer’s Intention to Purchase Knitted Slimming Underwear in Shanghai,F426.86
  13. Study on Consumers Behavior to Buy Safety Agri-Foods,F322
  14. The Substantiation Research of Consumer Behavior-College Students Presents Buying,F274
  15. Can justify harm crisis coping products to customers purchasing Intention,F224
  16. The Research of the Impact of Consumers’ Perceptions of Corporate Social Responsibility on Purchase Intention,F270
  17. A Primary Study of Brand Name Attitude Influenced by Bilingual Brand Name in Translations,H315.9
  18. Research on the Customers’ Implicit Brand Attitude and the Interference Strategies,B842
  19. The Effect of Internet Word-of-Mouth on Recipients’ Attitude Toward the Brand,F273.2
  20. Empirical Research on the Impact of Brand Advocacy upon Repurchase Intentions,F713.55
  21. Attitude Research about Luxury Brands,F713.55

CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
© 2012 www.DissertationTopic.Net  Mobile