Study On The Influence Of Co-branding To Customer Post-purchase Behavior Based On The Theory Of Brand Relationship Quality

With the intensification of economic globalization, Market competition becomesmore intense, Co-branding has become an intangible assets with the advanced form ofcompetition. Co-branding can increase their market share in a shorter period of time,Enhance the brand image and product competitiveness, Reduce the risk of new productpromotion, Reduce marketing costs, Enterprise competition is competiting customers,Ultimately the success of co-branding is whether the consumer to make a purchase andrepeat purchase Nowadays, Increasing emphasis on business and consumers tomaintain a persistent relationship. Good brand relationships help companies retaincustomers, Increase their satisfaction, Simplify the selection next purchaseinformation before purchase, the brand judgment in purchase, word of mouth afterpurchase, Reduce the risk of customers. Co-branding has great influence on BRQ andcustomer post-purchase behavior, Therefore, he co-branding companies need to focuson brand relationship quality (BRQ) to respond to competition and retain customersand ultimately increase customer positive post-purchase behavior.First of all, through the study of relevant literature, the brand alliance theory areintroduced, analyzed the main factors that influence the brand alliance, namelyBrand awareness, brand perceived quality, brand association, product matching, brandmatching, at the same time, the definition of Post-purchase behavior and brandrelationship quality and related models are outlined, and provides the theoretical basisfor the research model of this article.Secondly, combining the relevant theories and research results put forward thetheoretical model of this paper, the definition of brand alliance, Post-purchasebehavior and brand relationship quality, and analyzes the relationship between brandalliance, customer perceived value and purchase intention Post-purchase behavior andbrand relationship quality of each element, and presents the research hypothesis.Thirdly, according to the study of the theoretical model, using the mature scalehas been designed in accordance with the questionnaire of this study, research the proper selection of the target group, so as to get the relevant data, and using the relatedsoftware for analysis, and interpretation and verification of the results.Finally, the results of this study as the foundation, from the perspective ofconsumers to brand the United future development put forward correspondingsuggestions, in order to enable enterprises to implement the brand alliance strategy canbetter, play a brand alliance advantages.