A Study Of Co-branding Spillover Effect On Brand Equity

Academic studies of co-branding focus on three areas: predisposing factors of co-branding,the effect of applying co-branding and the spillover effect of co-branding.At present,domestic studies of the spillover effect of co-branding are least.This paper mainly research on spillover effect on brand equity in the case of transnational co-branding of auto industry.Spillover effect is measured by contrasting brand equity before and after co-branding.At first,this paper proposes theoretical models and theoretical assumptions of spillover effects based on other scholars.Then in order to control the level of the united match,it designs two comparative experiments,conducts three pilot surveys and determines the core brands and the subsidiary brands in the two experiments.The core brands of the two experiments are both Mercedes-Benz;the subsidiary brand of experiment one is automotive functional fitting brand--Michelin Tire;the subsidiary brand of experiment two is automotive aesthetic fitting brand--Issey Miyake Perfume.At last,it uses a variety of statistical methods to test hypothesis and draw conclusions.Through empirical analysis,this paper draws the following conclusions:(1)three dimensions of the united match(product match,brand match and brand source country match)are all have significant positive impacts on the co-branding rating,and the impact of brand match is largest,followed by brand source country match;(2)Co-branding rating has a significant positive impact on brand equity after co-branding,namely the better consumers' evaluations of co-branding,and the higher brand equity of each brand after co-branding;(3)To core brand,it will get positive spillover effect when united match is high,namely its brand equity will higher after co-branding;To subsidiary brand,it will get positive spillover effect as core brand after co-branding when combined with a high degree of matching with the core brand,namely its brand equity will higher after co-branding;But it will also get positive spillover effect when combined with a low degree of matching with the core brand,namely its brand equity will also higher after co-branding whereas brand equity of core brand is diluted.According to the information transfer theory,consumers will evaluate the brand again based on their evaluation of the other brand,namely the brand will be combined with the impact of the other brand,so that consumers make their second evaluation.