Research On The Influence Of Brand Combination On The Evaluation Of Main Brand Under Different Brand Concept Combination

For brands,brand co-branding can not only achieve good marketing effects in a short period of time,increase the sales of co-branded products,but also enrich the brand image of participating brands and increase the brand equity of participating brands.Brand co-branding in academia is also the focus of many scholars’ research.Through combing the definition of brand co-branding,brand co-branding model,influencing factors of brand co-branding,and related research on brand co-branding effect,this article finds that the research on preinfluencing factors of brand co-evaluation involves the main factors include the brand’s own attributes,the relationship between brands and consumer perceptions.Although there are many researches starting from the brand’s own attributes,there are few studies focusing on the integration of brand concept attributes into brand co-branding,and there are fewer studies exploring the impact of brand co-branding under different brand concept combinations.Therefore,this article first divides the conceptual types of brands into functional and symbolic types,and then from the perspective of the main brand,using conceptual combination theory and accessibility diagnostic theory as theoretical support to study the impact of the four brand combination models on the main brand.And with the evaluation of co-branded products as an intermediary variable,a theoretical research model is constructed to study the impact of different brand concept types on the main brand under the brand cobranding model.In this paper,the virtual situational experiment method is adopted,and 6brands are virtualized and divided into 2 experimental groups,using 4 single factor intergroup design,using SPSS26.0 statistical analysis software to carry out reliability and validity test,analysis of variance,and independent sample T test analysis,Regression analysis and Bootstrap method are used to test the mediation effect.The empirical results show that:(1)Under the functional concept main brand,cobranding with the symbolic concept brand can produce higher evaluation of the joint product and the main brand after the joint;under the symbolic concept main brand,co-branding with the symbolic concept brand can Produce higher evaluation of co-branded products and evaluation of the main brand after the joint.(2)Co-branded product evaluations are combined with the main brand after the joint under the combination of the functional main brand and the symbolic brand,and the symbolic main brand and the symbolic brand.Part of the mediating role is played between evaluations.This article emphasizes the role of different brand co-branding main effects and spillover effects produced by different brand co-branding models,and selects specific brands as main brands to provide new ideas for the selection of partners for main brands of different brand concept types.Brand syndication has important practical significance.It expands the division of brand syndication modes in the field of brand syndication,and has important theoretical significance for the study of the enrichment of brand synergy effects.