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The Study on the Influencing Factors of Consumers’ Evaluation of Co-Branding

Author: HongYanBo
Tutor: LiHang
School: Yanshan University
Course: Business management
Keywords: Co-branding Brand Alliance Brand equity Joint evaluation of the brand Structural equation modeling
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 293
Quote: 0
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Abstract


With the increasingly fierce market competition, the brand has become an important asset of enterprises, many companies are actively seeking opportunities to cooperate with other brands, the business community is another important brand strategy of co-branding strategy following the brand extension strategy. Research at home and abroad, mainly from the consumer's point of view, spillover effects in the joint evaluation of influencing factors of consumer brand and co-branding has made some progress, but there is still to be improved, especially the domestic research on co-branding stuck in The theory expounded stage, very few empirical studies. The main purpose of this study is to learn from the joint evaluation of foreign consumer brand impact factors research, testing and improving China's consumer environment, to provide theoretical guidance for the formulation and implementation of our co-branding strategy. Characteristics of topics, this article uses a combination of qualitative analysis and quantitative analysis and normative analysis and simulation verification combining research methods. First, review and summary of relevant research results at home and abroad, and provides a theoretical basis for the construction of this paper the theoretical model. Subsequently introduced the concept of co-branding, and gave details of brand equity theory based on the consumer point of view, as well as the psychological theory as the theoretical support of this article. Second, on the joint evaluation of the concept of consumer brands to define and analyze its components, discussed in detail and then the Lenovo demand from the brand equity of the partnership brand the partner brand brand match degrees as well as a partner brand attributes three angles consumer co-branding evaluation of the impact of factors, with the effect of brand equity theory and the psychological theory of the various elements of the detailed argument, and the theoretical assumptions. Again, for the proposed theoretical assumptions experimental design, scenario simulation method using a questionnaire to collect consumer brand joint evaluation of the actual data, and then by means of analysis software for data analysis, and interpretation of the results of the analysis of the data and to validate the theoretical assumptions. Finally, the research results were based on recommendations from strengthening its own brand building, to choose the brand and consumer perception as the basis of three co-branding strategy for the enterprise.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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