An Research Of The Influence Of Brand Personality On Brand Alliance Attitude-co-brand Marketing As A Example

With the unceasing development of economy,brand personality and brand alliance already become the important research subject of brand research field.The manner of consumer to brand alliance,affects greatly about the consumer's preference to the brand,and also affects the acceptance of consumer to the brand,finally manifests the brand influence effect.Through the research to the influencing factors of brand alliance manner,we found that brand personality has made effecting to brand alliance manner.In this paper,we use joint brand marketing as one way of brand alliance,to study the effecting of brand personality to consumer's attitude about brand alliance.We began the data analyzing from four dimensions of brand personality, brand personality acceptance,brand personality individualism,brand personality cognition intensity,brand personality loyalty;we also analyzed the brand before alliance and after it;we used brand familiarity as adjustment variability to analyze the brand alliance manner.In the process of data analysis,we had made the pre-investigation of selected brands firstly,and chose the two brand alliance of Coca-Cola and MacDonald, Kentuckey and the Mongolian cow as the brand research subjects of this study. Before the official inquirying,we used 100 official questionnaires to pre-test,and made reliability analysis and validity analysis.In the official inquiry,we collected 400 official samples,and selected 309 effective questionnaires,the effective return-ratio was 77.3%.We analyzed the brand personality acceptance,brand personality individualism,brand personality cognition intensity,brand personality loyalty before the alliance of the brands.And we also analyzed the brand familiarity,consumer manner to the brand alliance and the individual brand manner before alliance and after it.We used SPSS software to make the data analysis,and made the conclusion of this research.From the result of data analysis,we revised the research model of brand personality influencing the consumer manner to brand alliance.Brand personality acceptance,brand personality individualism,brand personality cognition intensity,brand personality loyalty before the alliance,had made remarkable influence to the brand alliance manner.Brand familiarity had strong control action to brand personality cognition intensity,brand personality loyalty and brand personality acceptance,and it had no control action to the brand personality individualism.