The Effect Of Brand Extension Fitness Of Partner Brand On Co-brand Evaluation

Co-branding has attracted long-term concern in western academia area. Manyresearch concerning the impact factors of consumer evaluation on co-branding weredone but few were conducted from the partner brand extension way. This paperplanned to research from the angle of partner brand extension and explore the impactof partner brand extension fitness on co-branding evaluation by the consumers.This study is to explore the influence of partner brand extension to consumer’sevaluation on existing co-branding. This study attempts to answer the followingquestions: whether there is different influence on consumer’s co-branding evaluationwhen partner brand implement brand extension with high/low fitness? P brand arewith high/low fit for brand extension, would affect consumers to existing joint brandtwo partnership brand joint matching degree perception, and this kind of influencewill transfer to the consumer to joint brand evaluation; Modified brand are withhigh/low fit for brand extension and whether to modify the brand image causefeedback, and the effect of this feedback influence would affect consumers to existingjoint brand evaluation. This study modified from brand extension fit Angle, miningmodified brand of brand extension and existing joint brand consumer evaluation ofrelationship, and affect the path.To validate the theoretical model modification brand extension fit for theunion brand evaluation of influence, the author research hypothesis, the experimentalresearch method, the selection of Nike+ipod sport Kit this joint brand products, thejoint brand products in modified brand apple company for high/low different fit ofbrand extension design: modified brand with high fit extensions for apple companycame out with PSP game products, modified brand with low fit extensions for appleproducts launch refrigerators. Select the domestic and foreign relevant maturity scaleas the main basis, carries on the questionnaire design, in order to ensure the quality ofquestionnaire, through expert interview and consumer interviews to the investigationof WenXiang modified and optimization, to ensure that the questionnaire contentvalidity. In the empirical analysis part, first through the small sample survey dataanalysis to optimize the index and correction, preliminary get revised scale; Again torevised scale for formal investigation, two experimental group each received151aand146valid samples data, first of all SPSS18.0application of these data reliabilityand validity analysis, and then performed on the data correlation analysis and regression analysis.Through the empirical study found that modified brand with high fitextensions, for consumer joint matching degree perceive and no significant effect, butwill affect to modify the brand image, thus further positive influence on consumers tohave joint brand evaluation; Modified brand with low fit extensions, for consumerjoint matching degree perception and modify the brand image has a significantnegative influence, and the negative influence on the consumer to joint brandevaluation, the influence significantly higher than high fit extension situation.