The Study On The Influencing Factors Of CO-branding Attitude Based On Brand Relationship

With the fierce competition and the serious product homogeneity, co-brandingstrategy has become another main branding strategy after branding extension.Researchers from home and abroad have conducted a lot of researches on co-brandingand obtained some achievements, Generally speaking, scholars' researches onco-branding attitude mostly from consumer own cognitive angle, few has considered therelationship between brand and consumers. At present, brand relationship has become themost important factor of brand equity, and the brand equity of cooperation brands haveimportant influence on co-branding attitude, so it is particularly important to researchco-branding attitude from the brand relationship angle.Based on the research achievements on co-branding and brand relationship ofscholars from home and abroad, this paper explores and arguments the impact of brandrelationship on co-branding attitude, constructs the influencing factors model ofco-branding attitude based on brand relationship, demonstrates this model by dataanalysis, and proposes relevant Suggestions for the implementation of co-branding.According to the characteristics of this article, questionnaire survey, qualitative andquantitative analysis method are adopted.First, a review of related present researches was conducted, based on which theresearch emphasis of this paper is put forward. Then the introduction of related theorywas made, including co-branding theory, consumer-based brand equity theory and brandrelationship theory, which form the theory foundation of this article.Second, the co-branding attitude concept is defined, and then the influence of brandrelationship on co-branding attitude is analyzed using and related theory, then a deepargument of the effection of cooperation brand relationship on co-branding attitude ismade, and theoretical hypothesizes are proposed accordingly.Third, empirical research is made based on the theory hypothesizes, the collectionand analysis of real data is made, then the test of hypothesizes were made. Finally, based on the results of this research, implement suggestion of co-brandingstrategy is put forward.