The Influence Factors Of Spillover Effects Elements Brand Joint Research

The research on Co-branding strategy has become more and more popular, but the research on theory can not meet the application’s requirement. Domestic academic focus of the study is co-branding of the main effect of evaluation mechanisms and influencing factors, but the spillover effects of research is limited to theoretical studies, did not conduct empirical analysis. Product type, the interests of the asymmetry of co-branded, foreign scholars on the co-branding spillover effect has not yet formed a unified conclusion.The object of study is the spillover effect of element co-branding and its influencing factor, it is measured by the change of individual partner brands’value. On the basis of previous research, analyze the reasons for the inconsistency of the existing research findings, the spillover effect of the framework and assumptions to explore the impact of the main brand equity, the element brand equity, co-branding evaluation to the brand spillover effects. Meanwhile, this paper further proposed that this moderator variable of product involvement might have an impact.on the relationship of the independent and dependent variables This article select two product types according to the level of product involvement degree.We designed2x2factorial design experiment based on involvement, the main brand equity, using factor analysis, correlation analysis, regression analysis and other methods to research spillover effects influencing factors.This thesis selects two different product types according to the product involvement, set2*2experiment group according to different product involvement and main brand equity, use scenario experimental analysis to study the spillover effects and its effecting factors.We find that different product type can result in different conclusions.(1) High product involvement co-branding, neither the co-branding with the famous main brand nor the not famous main brand, the element brand can not receive any spillover effect.Only the not famous main brand can get the positive spillover effect.Low product involvement co-branding, both the main brand and the element brand get the positive spillover effect.(2) The main brand’s equity,the element’s equity, the co-branding evaluation will affect the spillover effect.(3)product involvement will be the moderate factor of the independent and dependent factor.