Study On The Influence Of Ingredient Co-branding Closeness On Joint Post Manufacturer Brand Evaluation

Co-branding can not only enhance the brand awareness of the partnership,but also improve product development,production and commercialization speed to rapidly acquire new customers and meet the changing market demand.Ingredient co-branding as an important form of co-branding,has become a new brand to promote brand awareness,wellknown enterprises expand brand competitive advantage,and even some enterprises to realize efficient product upgrade the important means.Co-branding in academia also widely attention and research,on the basis of combing joint brand concept,brand joint effect and measure and its influencing factor,author found that brand joint evaluation leading influence factors involved in the research to the study of the relationship between mainly includes two aspects: brand relationship and brand association matching.The former brand relationship refers to the relationship between the brand and the customer.Which co-brand fit refers to the partnership between complementary or image consistent product attributes,while brand association matching defines the matching relationship between brand cooperation,without the partner to define the relationship between brands.In introducing the concept of co-branding closeness and its defined as degree of cooperation between brands in joint partnership or combination,on the basis of this study from the terminal manufacturer leading co-brand,and the elements of co-branding evaluation as intermediary variable,ingredient attribute status and manufacturer(main brand)brand position two moderating variable,build the influence of co-branding theory model and research the influence of co-branding closeness on brand evaluation.This research adopts the virtual-reality experimental method,design 2(co-branding closeness: high vs.low)× 2(main brand statue: strong vs.weak)× 2(ingredient attributes status: core ingredient vs.accessory ingredient)between experimental groups and in the form of questionnaire to collect data,then use SPSS22.0 software and the Bootstrap method mediating and moderating effect inspection PROCESSV3 plugin for reliability test reliability and validity of the collected data,analysis of variance,regression analysis and the mediation and moderation effect test.The empirical test results show that :(1)Different co-branding closeness(perception)has different influence on brand alliance evaluation(joint product evaluation and joint post manufacturer brand evaluation);(2)the joint product evaluation plays partial mediating role between the co-branding closeness and the brand evaluation of the combined manufacturer;(3)ingredient attribute status moderate co-branding closeness and joint product evaluation,the relationship between the element or attribute position is more important,the influence of co-branding closeness on co-branding evaluation is greater;(4)main brand position negative moderate co-branding closeness and joint product evaluation,the relationship between which is the stronger main brand,the impact of brand alliance on the evaluation of joint products is weaker.According to the above research conclusion,this study thought: co-branding closeness can be as an influencing factor of the enterprise co-branding decision,and decision-makers according to the cooperative brand and the brand status(strong or weak)make reasonable co-branding strategy.In addition,because of close cooperation information between partnership brands is a latent information,not easy to be consumer perception.Therefore,how to effectively transmit the closeness cooperation information between the partnership brands(effective perceived by consumers)becomes the key to enhance co-branding effect.