The Consumer Behavior Research Based On CO-Branding

Co-branding strategy is being wildly used as an effective way for enterprises topromote brand equity, the implementation of co-branding, especially for its affection onconsumer’s behavior, is also influenced by many factors. In this paper, the influencingfactors model of effect of co-branding consumer’s behavior will be built based onsummarizing the previous study on co-branding and consumer’s behavior. Thefeasibility of the model is demonstrated by data analysis, and the practice directivesignificance for co-branding enterprises is put forward in the end of the paper. Accordingto the characteristics of this article, scenarios simulation research, quantitative andqualitative researches are adopted.First of all, in this paper, a review and summary on the previous study aboutco-branding and consumer’s behavior is conducted, based on which the research emphasisof this paper is put forward. Then the introduction of related concepts of co-branding andconsumer’s behavior were made, which would be the theory basis for the below analysisof the influencing factors of transnational co-branding.Secondly, according to the study, we analysis the feature of the co-brandingconsumer’s behavior. Then theoretical hypothesizes are proposed and the model is madeafter analyzing the influence factors from five aspects which are evaluation of cooperationbrand, the product fit, the brand fit, ethnocentrism and subjective norms.Thirdly, a questionnaire is made then we analysis the data from the questionnaire bySPSS and test the model by Amos.Finally, based on the results of this research, co-branding marketing suggestion onconsumer’s behavior is offered from four aspects which are brand value, perception ofbrand fit, ethnocentrism and subjective norms.