The Research About Fit Mechanism Of New Ventures’ Brand Alliance

Nowadays, more and more enterprises have been aware of that brand marketing is an important measure to survive and grow rapidly. Hundreds of forwarding –looking and planning companies regard it as a way that can enlarge the scale and influence of their brands reduce cost and refresh image by enlarging scale. However,the existing study on brand alliance more focused on mature enterprise than new venture. Our team have already studied the relationship between brand alliance and new ventures’ performance and gained more periodic results, firstly proving that brand alliance of the new ventures has positive effect on their performance, that is,new ventures can achieve their rapid-growth goal in the condition of lacking resources by the way of brand alliance. However, what are the requirements of the new ventures to others ones if they want to take the brand alliance strategy? How does the fit mechanism of the brand alliance strategy? Applying these questions is beneficial to complement brand alliance strategy to a large degree to gain some high quality resources for survival and development and reduce the brand alliance risks and thus,have important practical significance.This paper studied the new ventures brand alliance fit mechanism through an experiment by a way of designing factors and conducting 32 virtual brand alliance scenes based on product fit,brand fit, brand equity, product involvement and brand knowledge. We collect data by questionnaires, analyze and process it through SPSS19.0 and test,verify the hypothesis.The conclusion is(1)the higher of the product fit and brand fit between the new ventures and the partnership,the higher of the evaluation for co-branding;(2)the higher customers for the product involvement, the stronger product fit and brand fit have an positive influence on the co-branding evaluation,the weaker brand equity has an positive effect on the co-branding evaluation(3)the richer brand knowledge of the co-brand enterprises,the stronger product fit, brand fit and brand equity have the positive influence on the co-branding evaluation...