Co-branded Online Games And Mobile Phone Evidence Of Consumer Willingness To Use

Brand marketing has become more and more an important part in modern marketing, and research on the brand strategy is also increasing.Co-Branded as a brand important part of the strategy. So how to use a win-win co-branded, has become a subject of concern to many researchers. In the West, co-branded consumer attitude and willingness to use research more widely, but in the country, for the co-branded research focuses on how the two brands combined, and evaluation of co-branded consumer attitude and willingness to use empirical research not more .Meanwhile, with the Internet developing , It brings a great convenience, and online games rapidly develops with the Internet. The survey found, the main players of online games for the young, but they are also the leader in mobile consumer products. Faced with such a strong customer base, how to network games and mobile phone together, I became a subject of concern. Construction of co-branded mobile phones and online games, consumer attitudes and the impact factor model will also have a practical significance.In this paper, S & R model and the TRA model, build a co-branded mobile phones and online games will influence consumer attitudes and Empirical Model.First, on the basis of previous studies to determine the indicators of the questionnaire in this study options. Exploratory analysis by small sample size, modify the targets to finalize a large sample survey questionnaire. Then validate the data on the large sample analysis, the assumptions of the model tested.The results show that pre-consumer brand awareness plays a very important role in the co-branded products; the same time, descriptive norms and command line will also regulate the use of certain relationships. Therefore, co-brand enterprises in the promotion, should be concerned about the pre-consumer brand attitude, good co-branded promotion.