A Research Of The Influence Of Purchasing Involvement On Evaluating Factors That Affect The Co-branding

Brand alliance has been used more and more widely in business practice since 1980s. As a result, a lot of successful cases were established by Nutra Sweet, Intel, McDonalds'and so on. At present more and more corporations have taken brand alliance as an efficient policy to improve their brand equities and therefore gained a lot through cooperation.While in the researching field, brand alliance has also intrigued a lot of worldwide scholars in the recent 20 years. Many factors that affect the co-branding evaluation have been summarized. However, foreign scholars still can't give the enterprises any specific guidance on how to select an appropriate co-branding partner. While domestic scholars just started to explore this field. As a result, the present fact is that many successful Chinese corporations that pursue market expansion and brand premium are now in serious need of theoretical instructions.This study draws on the foreign researches on affecting factors of co-branding evaluation. On one hand, we retested the findings from foreign studies in Chinese consumption situation. On the other hand, we explored a new evaluating factor that affects the co-branding through an empirical study, in order to provide some advice for Chinese companies in developing and implementing co-branding strategy.This paper includes four parts. First, we conducted a review and summary on the results of related present researches, which offered a precious theory basis for the theory model which would be built in following chapter. Second, we retested the influence of brand attitude and co-branding fit on co-branding evaluation, and explored how purchasing involvement would affect these two factors. Third, a testing method was designed based on the theory hypothesizes, real data was also collected by questionnaire by way of situation simulation, then analysis of data by statistics software and interpretation of results and test of hypothesizes were made. Fourth, based on the results of this research, we offered the enterprises some guidance to apply co-branding strategy successfully from three aspects, which are building own brand, selecting appropriate partner brand and forming consumer's perception.