The Study On Influencing Effect Of Consumer Characteristics On Co-branding Evaluation

Co-branding as a new method of promoting brand equity and competitiveness has beenextensively applied in business circles and researched nearly thirty years in the western academia.However，domestic scholars just stared to explore this field and the empirical study ofco-branding is also less，the research emphases are the influence factors and the effect ofco-branding evaluation.Based on the carding and summarizes on the research results of the domestie and foreigncholars in co-branding field，the theoretical model of paper is constituted by the independentvariable of parent brand equity and joint fit，the dependent variable of consumers’ co-brandingevaluation，the moderator of product involvement and brand knowledge.In order to validate related assumptions，the author adopted questionnaire survey on the realco-branding activity and experiment design on the virtual co-branding activity，both of them arejoint promotion scene，a form of co-branding.And using SPSS17.0and LISREL8.70statisticalsoftware analysis data to verify theoretical model.The results of data analysis showed that：(1) papent brand equity and joint fit have positivecorrelation relations with co-branding evaluation；(2) product involvement of the partnershiphave negative adjustment effect for the positive correlation relation between brand equity andco-branding evaluation，and positive adjustment effect for the positive correlation relationbetween joint fit and co-branding evaluation；(3) brand knowledge of the partnership havepositive adjustment effect for the positive correlation relation between brand equity andco-branding evaluation，but have no adjustment effect for the positive correlation relationbetween joint fit with co-branding evaluation；(4) co-branding evaluation of consumers who is inhigh partnership product involvement state，will be affected by partnership brand equity and jointfit interaction；(5) consumers’ co-branding evaluation will be affected by partnership productinvolvement and brand knowledge interaction.Based on the theory of consumer characteristics，this study explore product involvementand brand knowledge respective influence and interaction on consumers’ co-brandingevaluation，to make up for the shortage of this field that it identify co-branding evaluation factorsform a single consumer characteristics variables，to enrich and deepening the existing researchresults.