| Along with the increasingly furious marketing competition, brand has become animportant intangible asset that the enterprise can surmount dealers to communicate withtheir customers directly. Brand joint is to become enterprises’ another important brandstrategy after the strategy of brand extension, for more and more enterprises opening up avalid path to promote their brand assets.The purpose of this paper is to provide feasible suggestions for enterprises’ betterbrand joint effects by exploring the brand joint effect factors from the partners’ choice,constructing the relevant theoretical research model, and using the questionnaire form tocarry on the empirical analysis.Firstly, it introduced the research background and significance, research status athome and abroad, research contents and methods. And explained the relevant theory aboutbrand joint, technical alliance, brand trust, matching degree, product involvement indegrees and structural equation model, these laid a theoretical foundation for the research.Secondly, from the view of partner selection, this paper introduces impact factors ofbrand joint effect: the cooperation partner selection, brand matching degree, productsmatching degree, brand trust and participate in one of the control factors-productinvolvement in degrees. Through the analysis of the factors’ function on joint brand effect,it puts forward the corresponding research hypothesis and constructs the theory studymodel.Thirdly, the paper uses questionnaire investigation to collect data and SPSS18.0tocarry out the descriptive statistical, including reliability and validity analysis. It willeventually show the influence factors on joint brand effect by using the structural equationmodel verification.Finally, based on the enterprises brand joint cooperation point of view, we proposesolutions to policy from strengthen their own brand construction, carefully choose partners,strengthening the relationship management according to the empirical analysis. |
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