Affect Consumers' Co-branded Evaluation Factors

The research on Co-branding is one of the hottest issue which enjoys great attention in the field of marketing. Factors of Consumer evaluation on Co-branding product is the key to the success of enterprise brand strategic. And the extraction of these factors is a new direction and difficult of academic research in recent years. Based on the above point of view, the research of this paper is the factors for analysis, extraction, construction and hypothesis testing model for the Factors of Consumer evaluation on Co-branding.Based on the research results of the domestic and foreign scholars in related field, the main Factors of Consumer evaluation on Co-branding are summed up with the Parent brand equity and brand match. This paper will firstly take the product involvement to the research for consumer evaluation on Co-branding, and add the product involvement as a modified variable to the theoretical model for exploring the changing of the Co-branding evaluation with the different product involvement. The theoretical model of paper is constituted by the parent brand equity, brand match, product involvement, and co-branding evaluation.Under the result of theory framework, the author adopted empirical study to examine the conceptual model. A large number of data were collected through qualitative and quantitative research. Using careful probability and mathematical statistics methods, a conclusion was reached, parent brand equity and brand match have the positive impact on co-branding evaluation, product involvement have the strengthening effect for the relation between the brand match and co-branding evaluation.