The Study On The Influence Of Brand Relationship On Co-branding Evaluation

Brand competition is the core of enterprise marketing in the21st century, co-brandingstrategy as an efficient way to enhance the brand assets is favored by more and moreenterprises. Scholars from both domestic and abroad carry out extensive researches aboutproduct suitability, brand suitability, brand equity, brand spillover effects of co-brandingwith the joint brand strategy is widely used in business practice, but few studies about theinfluence of brand relationship on co-branding evaluation. Brand relationship shows therelationship between customer and brand, good brand relationship is one of the key factorsthat the enterprise has a foothold from the point of long-term interests. good brandrelationship is the premise that consumers have the positive comments on co-brandingproduct when the customer faces with co-branding product, therefore it is necessary for usto analysis the question that the influence of brand relationship on co-branding evaluation.The main purpose of this paper is to establish the model of brand relationship toco-branding evaluation effect and do data collection and analysis based on mobile phonebrand, the theoretical direction for enterprise co-branding strategies are put forward in theend of the paper.Firstly，This paper reviews the theory of co-branding evaluation, brand relationship,reference group and consumer attitude formation in order to provide certain theoreticalsupport for the model. Then, This paper establishes a conceptual model of the influence ofbrand relationship on co-branding evaluation and theoretical hypothesizes are proposedaccordingly. In the empirical analysis, it chooses experimental product and brand and doesquestionnaire design; it tests the scale’s reliability and validity by Cronbach’s Alphamodulus, Exploratory Factor Analysis and Confirmatory Factor Analysis; it tests thegoodness of fit of the studying model and theoretical hypothesizes by structural equationmodel; it explores the interference effect of reference group by regression analysis. Theresult shows: the three dimensions of brand relationship: brand cognition, brand emotion,brand loyalty are positively related with co-branding evaluation; reference group has theinterference effect on the relationship between brand relationship and co-brandingevaluation, and friends and family influence is bigger than star. Finally, Suggestions of co-branding strategies are offered from two aspects which are developing brandrelationship and playing to the effect of reference group best based on the results of thisresearch.