The Research About New Venture Enterprise Effect Of Co-branding

As the rapid development of economic globalization， new enterprises have becomethe emerging industries main founder. Their establishment and growth have entered a freshblood into China’s economy，and they have protect the rapid and stable growth of nationaleconomy. But many of the new enterprises can’t survival,they are faced with complicateduncertainty environment.Therefore， the new enterprises have to find their own way toenhance brand equity.Co-branding as a new method of enhancing brand equity has been extensively appliedin business circles and researched nearly thirty years in the abroad and domestic academia，has been fully validated. However，existing research only focused on mature companies，dose the new enterprises can take the form of co-branding to enhance brand equity? Howdose Co-branding affects new enterprises? The answers to these questions can help newenterprises which under the insufficient resources in achieving rapid growth， has a veryimportant theoretical and practical significance.First, relative studies on new enterprises and the relationship between brand equity andco-branding are reviewed. Based on the review of theoretical foundations, the brand equityis specified as brand awareness，perceived quality, brand association and brand loyalty.Thenbuild a new enterprises brand equity，co-branding model，and proposed hypothesis， usingexperimental research method， from a consumer point of view， taking into considerationtheir joint results. At last，using SPSS conducted regression analysis， paired t test to verifythe proposed hypothesisThe results show that there is a positive relationship between co-branding partner andco-branding evaluation; a positive relationship between co-branding evaluation and the newenterprise brand equity；the new enterprises brand equity can get positive spill-over effect.In addition to this, the hypotheses about the relationship between different dimensions ofbrand equity have been tested.The main contributions are:(1) For the first time test the co-branding to enhance brandequity of new enterprises，and proved that this is feasible.（2）Tested the new enterprisesco-branding with different brands get different spillover effects.