Study On Influencing Factors Of Brand Alliance Effect

In the current increasingly competitive market, with the quickening pace of economic globalization, the pursuit of consumers for the product has gradually transformed from the physical aspects of the product itself to the spirit of the product level. Therefore, the brand has become a powerful guarantee for enterprises to gain market competitive advantage. The brand management has become one of the important fields of management of enterprise. Brand alliance is gradually used by more and more enterprises as an important means of brand management, especially in the electronic industry and automobile industry. Compared to the mature research on brand alliance abroad, domestic research concentrates more on qualitative research instead of quantitative ones. This paper attempts to investigate the brand alliance effect of Tsingtao Beer and Suntory. Few studies concentrated on beverage manufacturing industry. It is also of great significance to provide guidance on other agricultural brand joint.The purpose of this paper is to discuss each factor’s influence of the brand alliance on consumer purchase intention and brand evaluation intermediary role in the process. Referred to the related literature domestic and international, combining with the market interview, came out the research framework: the consumer purchase intention conceptual model was established with the brand quality, brand awareness of elements, element brand trust as the independent variable. The brand alliance evaluation acts as an intermediary variable and brand personality similarity is to adjust the independent variable on brand evaluation. Through the questionnaire survey method, based on the random questionnaire sample data collection from 34 provinces or regions, SPSS software was used on the sample data reliability and validity analysis, factor analysis and linear regression analysis, to complete hypothesis test in this article.The study found that:(1) Higher quality of consumers’ perceptions on brand elements, the higher evaluation of co-brand products.(2) The higher awareness of brand elements, the higher evaluation of co-brand products.(3) The higher brand trust, the higher evaluation of co-brand products.(4) Consumers’ brand evaluation plays a role of mediation in the process of increasing purchase intention.(5) The higher evaluation of the co-brand, the higher intention of purchases.(6) Brand similarity adjusts the independent variable effects on brand evaluation positively.According to the study, we came to the conclusion that(1) when adopting the brand alliance strategies, the enterprises should pay close attention to the brand equity of each other to evade the risks that the adverse brand assets bring.(2) The enterprises should choose the brand with similar brand personality in the process of brand alliance.(3) Real-time investigation should be taken to prevent the problems of the brand assets migration of the element brand in the process of brand alliance.