Research On Influencing Factors Of Crossover Co-branding Evaluation

With the development of co-branding strategy, inter-industry cooperation such as joint ventures, ingredient branding, brand alliances, can't meet the enterprises' satisfaction, and they are seeking for cross-industry brand alliances actively. Therefore, cross-industry brand alliance, which is named crossover, draws more and more attention of marketers and advertisers. With the boom of" crossover" in the modern society of fierce competition, the enterprises will be in a favorable position if they can take full advantage of opportunities to enhance their brand value. Therefore, exploring influencing factors of crossover co-branding evaluation will help enterprises to select appropriate brands to maximize their efficiency of crossover alliance.With the reference and assimilation of related theories of brand alliances, the paper came up with a theoretical model that brand equity influence crossover co-branding evaluation; with the analysis of crossover features and related case studies, the paper found some deficiencies and contradictions, and then suggested that target-market match-up and consumer innovativeness may influence crossover co-branding evaluation. With reasonable theoretical deduction, this paper proposed the hypothesis and constructed influencing model of crossover co-branding evaluation from the consumers'point of view.This paper obtained first-hand research data through questionnaires and verified that the model is reasonable, and drew the following conclusions:(1) brand equity of co-brands have positive effect on crossover co-branding evaluation; (2) different dimensions of co-brand equity plays different roles when influencing the crossover co-branding evaluation, and the influence of co-brand awareness is not significant; (3) target-market match-up has positive impact when consumers evaluate crossover; (4) consumer innovativeness plays as a positive moderator in the influencing process. Finally, with the combination of research findings and the real background, this paper gave some reasonable opinions and suggestions to help enterprises conduct crossover brand alliances.