Research On The Influence Mechanism Of Brand’s Alliance Fit On Consumer’s Purchase Intention

The rapid technological progress and innovation have resulted in the diversified consumption demand of the society.For enterprises,it is necessary to minimize the cost and resist risks while satisfying the diversified needs of consumers.In this context,brand alliance gradually attracted extensive attention of researchers.Because brand alliance can promote the development of cooperative brand and alliance brand,it is widely used in practice as a marketing promotion strategy of enterprises.Walking into a UNIQLO store,you may find T-shirts with Disney cartoon characters on display;Samsung phones don’t have the same market share as Apple,but they provide a display screen for Apple iPhone.Brand alliance with Apple to provide components to them has become one of Samsung’s main businesses.In life,there are many examples of brand alliance,but different brands have different marketing effects,and the level of alliance fit will have different effects on the marketing effect.Therefore,in order to reduce the risk that enterprises may encounter in brand alliance,it is particularly important to study the influencing factors of brand alliance effect.From the angle of alliance fit,this paper discusses the difference of consumers’ purchase willingness,which is caused by two different types of alliance fit: product matching and brand matching,taking the consumer’s purchase intention as the result variable of joint matching.And in this influence process the intermediary function of the United brand authenticity and the adjustment function of consumer goodwill.This paper combines the methods of literature research,situational experiment and questionnaire survey,based on 306 consumers,using correlation analysis,factor analysis and regression analysis to analyze the collected data.The results show that: first,when brands combine across borders,There is a positive correlation between alliance fitand consumers’ willingness to purchase,and alliance fit has a positive effect on consumers’ purchase willingness.At the same time,compared with brand matching,the effect of product matching on consumers’ willingness to buy is more significant.Secondly,the authenticity of alliance brand plays an intermediary role between joint matching degree and consumers’ purchase willingness.The credibility,symbolism and persistence of the truthfulness perception of the alliance brand play an intermediary role between the alliance fit and the consumers’ purchase willingness;Third,in the influence of alliance fit and the authenticity of alliance brand on consumers’ willingness,the goodwill of consumers plays an important role.The greater the goodwill degree of the consumer towards the partner brand country,the greater the positive influence of the joint matching and the joint brand authenticity on the consumer’s purchase intention.Based on the above research conclusions,this paper puts forward the corresponding marketing strategies for enterprises,especially for multinational brands.For Chinese enterprises,we should pay attention to looking for the partnership brands with high matching,and focus on the product matching of the partnership brands in order to improve the efficiency of the brand alliance;At the same time,We should strengthen the construction of transnational alliance brand authenticity and improve consumers’ perception of the authenticity of the alliance brand.Finally,we should make use of the influence of consumer goodwill to formulate marketing strategy to achieve the effect of improving consumers’ willingness to purchase.