| With the continuous development of brand economy in the market,enterprises gradually realize the importance of successful brand joint marketing strategy in market competition.In the early stage of brand alliance,enterprises tend to find similar brands or complementary brands for alliance,trying to expand their own market.Some brands have improved their popularity and increased their revenue after being combined,which has attracted other brands to follow suit.Scholars have studied this phenomenon and reached a generally consistent conclusion: in the process of brand alliance,the higher the matching of the two brands,the better the brand alliance effect.Nowadays,the rapid spread of network information and the further development of economy have changed consumers’ consumption habits.In the past two years,the trend of cross-border brand marketing has prevailed,and many brands have begun to seek to combine with their own brands with low matching,which has also triggered a good brand combination effect.Previous research conclusions on the positive impact of brand joint matching on brand joint effect can not explain the success of cross-border brand joint phenomenon with low matching.Therefore,this paper disputes the main research conclusions on the positive impact of brand joint matching on brand joint effect,and holds that under the background of the prevalence of brand economy and the post-90 s as the main force of consumption,consumers are affected by network communication,it is more convenient to obtain a variety of information and display their personality,which has greatly changed consumers’ consumption behavior habits.Their consumption view is more personalized and pursue a sense of consumption experience.Therefore,when the matching of joint brands is moderately inconsistent,it will also show a good brand combination effect.Based on the existing literature on matching,consumer perceived innovation,consumer involvement and brand cross-border joint effect,as well as the application of S-O-R theory and innovation diffusion theory,this paper constructs the impact model of moderate inconsistency on brand cross-border joint effect,and puts forward the following assumptions:first,moderate inconsistency and its two dimensions have a positive impact on consumer perceived innovation;second,consumers’ perceived innovation has a positive impact on the cross-border joint effect of brands;third,consumer perceived innovation plays an intermediary role between moderate inconsistency and its two-dimensional effect and brand cross-border joint effect;fourth,consumer involvement plays a moderating role between moderate inconsistency and consumer perceived innovation.In order to test the above hypothesis,this paper starts from the perspective of mismatching,determines the brand cross-border alliance with moderate inconsistency through questionnaires and statistical analysis,and investigates its brand cross-border alliance effect.Through the regression analysis of the data collected by the questionnaire,it is found that: first,moderate inconsistency and its two-dimensional have a positive impact on consumers’ perceived innovation;second,consumers’ perceived innovation has a positive impact on the cross-border joint effect of brands;third,consumer perceived innovation plays an intermediary role between moderate inconsistency and its two dimensions and brand cross-border joint effect;fourth,consumer involvement positively regulates the impact of moderate brand inconsistency on consumer perceived innovation,and negatively regulates the impact of moderate product inconsistency on consumer perceived innovation.Based on the above research conclusions,the following suggestions are put forward for brand cross-border alliance: when seeking cooperative brands for brand cross-border alliance,it is necessary to maintain appropriate inconsistency;we should pay attention to the stimulation of consumers’ perceived innovation and highlight innovation in the process of product appearance design and advertising;we should pay attention to the regulation of consumer involvement,and treat products with different involvement differently. |
