The Research, Based On The Consumer Perspective Brand Alliance Influence Factors

With the increasing competition in market,and complex and changing environment,Brand alliance has become an effective competition strategy to reduce market risks and create competitive advantage. Present researches have made certain achievements on influencing factors of brand alliance, but further improvement still needs to be made, especially in Chinese dynamic market environment, many conclusions have yet to be tested. At the same time,it is important to further study on the patterns of brand alliance for our enterprise to make brand strategy.Based on the research results of the domestic and foreign scholars in related field, this paper combined with the theory of cognitive psychology,consumer behavior and brand management to extract the original brand attitude,original brand awareness, product fit, brand fit,the form of brand alliances as the important influencing factors based on the consumer's perspective. And then we proposed the concept model of brand alliance factor and research hypotheses. This paper used experimental methods and selected mobile phones and related fields as objects of study, applied confirmatory factor analysis, variance analysis and structural equation to verify the model and hypotheses,main conclusions have drawed as followings:Firstly, under scene of co-branding, the brand fit is the most important factor, followed by product fit. and then is brand awareness of dominant partner.Secondly,under scene of ingredient brand, participation union brand awareness as the most important factor, followed by products fit,and then is master brand awareness. Thirdly, under scene of bundling,the product fit is the most important factor,followed by brand fit,and then is brand attitude which is secondary consumption target. Meanwhile, Our study found that there is a positive influence between brand awareness and brand. Finally, Through the three different brand alliance form of comparative research,we discussed each affecting factor differences under different form of brand alliance,and for the enterprises to carry out the brand alliance strategy to provide theoretical reference.