The Effect Of Alliance Fit On Co-Branding Evaluation

In twenty-first Century the marketing is the core of the brand competition. The business paid more and more attention to the brand alliance which is a way to enhance the brand value. At the same time the brand alliance has become one of the hottest topics in the field of brand management. A lot of empirical studies show that alliance fit is the most crucial factor which influences the effects of the brand alliance, and the effects of the brand alliance based on the positive evaluation of the consumer. But the alliance fit is how to influence the effects of the brand alliance is still not very clear. At the same time, with the economic globalization, multinational brand alliance is getting more and more prevalent. So this paper will explore how the alliance fit influence the effects of the brand alliance based on the perspectives of multinational brand alliance.This paper integrates the related fields of study of domestic and foreign, previous research found that alliance fit influence the evaluation of alliance brand from products fit and brand fit two dimensions. Because the popularity of the multinational brand alliance, this paper argues that the country-of-origin of the brand alliance partnership will influence the evaluation of alliance brand, therefore this article will view the country-of-origin fit as the third dimension of the alliance fit. This article will explore the difference on the evaluation of alliance brand of the different dimensions of the alliance fit for the omission of the previous studies. In addition to previous studies did not consider the different product categories on the results of a study of the effect, so this article separates two experimental groups according to the product involvement to test the difference between different product categories.First of all this article makes the theory research results for frame, then has made a lot of data through qualitative and quantitative research, finally get the following conclusions through the statistical analysis: three dimensions of alliance fit all have significantly positive effects on evaluation of alliance brand in both high and low product involvement. Three dimensions of alliance fit have different effect on evaluation of alliance brand. In high product involvement the product fit dimension effects most on evaluation of alliance brand, country-of-origin fit dimension effects less ,and the brand fit dimension makes the minimal effect.; in low product involvement the product fit dimension effects most on evaluation of alliance brand, the brand fit dimension effects less ,and the country-of-origin fit dimension makes the minimal effect.