The Study On The Influencing Factors Of Consumers' Evaluation Of Co-Branding

With the increasing competition in market, brand has become a very precious equity for companies; companies are seeking for opportunities to cooperate with other brands. Co-branding strategy has become another main branding strategy after branding extension. Present researches have made certain achievements on influencing factors on the evaluation of co-branding and spill-over effect of co-branding , but further improvement still needs to be made, especially in our country there is a sever lack of empirical researches on co-branding, researches mainly focus on normative researches.The main purpose of this paper is to borrow presents outcomes of foreign researches on the influencing factors on consumer's evaluation of co-branding, so as to test and complete the theory in our consumer's culture, aiming to offer theoretical suggestions to the implementation of co-branding strategy in our country. According to the characteristics of this article, we adopted quantitative and qualitative researches, and normative and empirical researches.First, this paper 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. Then introduction of related concepts of co-branding was made, and consumer-based brand equity theory and related psychology theories were introduced in detail, which would be the theory basis for this article.Second, an analysis of definition and constitutes of consumer's evaluation of co-branding is conducted, then investigated the issue of co-branding evaluation from three aspects which are brand equity, brand fit and specific association need of constitute brands. A detail argument of the effect of each influencing factor is made with the help of brand equity theory and related psychological theory, theoretical hypothesizes are proposed accordingly.Third, testing method was designed based on the theory hypothesizes, real data was 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.In the end, based on the results of this research, management suggestion was offered from three aspects which are building own brand, choosing suitable partner brand and based consumer's perception.