The Study On The Influencing Factors Of Transnational Co-branding Effect

Transnational co-branding strategy is being wildly used as an effective way for enterprises to promote brand equity, the implementation of transnational co-branding is also influenced by many factors. In this paper, the influencing factors model of effect of transnational co-branding will be built based on the analysis of these influencing factors, the feasibility of the model is demonstrated by data analysis, and the practice directive significance for transnational co-branding enterprises is put forward in the end of the paper. According to the characteristics of this article, scenarios simulation research, quantitative and qualitative researches are adopted.First, in this paper, a review and summary on the results of related present researches is conducted, based on which the research emphasis of this paper is put forward. Then the introduction of related concepts of co-branding was made, which would be the theory basis for the below analysis of the influencing factors of transnational co-branding.Second, the evaluation body and evaluation dimensions of transnational co-branding effect is defined, the level of main effect and spillover effect of transnational co-branding is then analyzed, and theoretical hypothesizes are proposed; then investigated the issue of co-branding evaluation, that is the main effect of transnational co-branding, from three aspects which are evaluation of cooperation brand, perception of brand fit and country-of-origin image. A detail argument of the effect of each influencing factor is made and theoretical hypothesizes are proposed accordingly.Third, testing method was designed based on the research purpose, real data of consumers'evaluation of transnational co-branding was collected by questionnaire, 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 for transnational co-branding activities was offered from four aspects which are building own brand, choosing suitable partner brand, signing normative cooperation agreement and accelerating the integration of both partners.