Based On The Consumer Perspective Of Brand Joint Evaluation Factors Affecting The Research

With the accelerated pace of economic globalization, the increasingly fiercemarket competition, the brand has become a powerful competitive advantage to gainmarket. Many international famous brand enterprises are actively seeking opportunitiesfor co-branding. Domestic enterprises have begun to actively use co-branding strategy,but currently on research in this area either in the initial stage, more results of foreignresearch summary, empirical research is relatively small. Therefore, based on the studyof foreign scholars to explore the combined impact of the consumer evaluation ofbrand and empirical research is of great significance.This paper is borrowed from presents outcomes of foreign researches on theinfluencing factors on consumer’s evaluation of co-branding, so as to test and completethe theory in our consumer’s culture, aiming to offer theoretical suggestions to theimplementation of co-branding strategy in our country corporate.This paper is divided into five parts: The first part is to introduce the backgroundof co-branding study and research of practical and theoretical significance. Second, thetheory of co-branding overview focuses primarily on domestic and internationalco-branding Research and theoretical basis for co-branding: information integrationtheory, the migration mechanism of emotional and cognitive psychology, inpreparation for the establishment of theoretical models. Third, from partner brandattitude, brand loyalty, perceived quality, brand awareness and brand matching, thebrand image of the country of origin of these aspects of consumer evaluation of factorsaffecting the co-branding issues, and the corresponding assumptions. The fourth part ofthe proposed theory assumes that the experimental design, take the scenario simulation,the use of questionnaires to collect evaluation data of consumer co-branded with theanalysis software for data analysis, and then explain the results of data analysis andverify the theoretical assumptions. Conclusions and outlook of the fifth part of thisstudy, according to research findings, from increasing their brand value, customerperception and the appropriate choice of three co-brand the corresponding strategy.Also pointed out the inadequacies of the paper and research prospects.