An Empirical Research Of The Influence Of Brand Alliance On Perceived Quality Of Products

The phenomenon of Brand Alliance appeared very early in automobile industry and banking industry. With the use of Brand Alliance, people know more and more positive effect on the Brand Alliance, such as Brand Alliance can take a less time to improve their market share, enhance brand image on and so on. Brand Alliance strategy has received attention from business circle and academic for its advantageous of less investment and quick returns. The success of Brand Alliance is rooted in the consumer for the competition of enterprises is the competition of customers. Monroe and Krishnan believe that the higher of consumers'perceived quality of the product, the higher of his perceived value of the product, and the higher perceived value will also increase consumers' purchase intention to buy the product. Thus the level of the perceived quality of products become the most important factor that whether the consumers buy the products or not. So the success of the Brand Alliance Strategy to a great extent depended on the level of perceived quality of products. Based on this, this paper mainly studies the mechanism of influence of Brand Alliance to the perceived quality of product, discusses the general rule of the influence about the Brand Alliance to the perceived quality of products, use the market investigation to collect the relevant data, have a positive analysis of the relationship between Brand Alliance and perceived quality of products, testify its regularities and provide a guidance for the Brand Alliance and marketing of mobile phone.Based on the review of the relevant theories, we can find that foreign scholars' recent researches about Brand Alliance are mainly focused on the following two aspects, one is about the effect of Brand Alliance, the other is about the evaluation of Brand Alliance consumers. Researches in the effects of Brand Alliance to the perceived quality of products is very few and domestic scholars haven't entered in this research. How\about mechanism that the Brand Alliance influence the perceived quality of products? Effects and impact is also unknown. So this thesis is to establish the relevant theoretical hypothesis and theoretical model to testify it. Through a deep research about the theoretical references about the perceived quality of products and refer to the measurement scale of perceived quality of products from Carvin (1987), Brucks, Zenithal, Naylor (2000), Sun Jing fen (2004) and Li Xiaojia (2006), and combining with the features of mobile phone. The research has achieved measurement scale of Chinese characteristic perceived quality of products; then scale pre-test, exploratory factor analysis and validity analysis of the results have obtained the three dimensional scale, 10 measurements. Thus the formal questionnaire was designed, through the issuance of the formal questionnaire and data collection, descriptive statistics for sample analysis and large sample scale reliability, validity analysis, then compared with the mean of the perceived quality of products that before or after the Brand Alliance to verify the changes of perceived quality of products.After the questionnaires, through the use of statistical analysis software, the results were paired samples T test analysis of the following findings:(1) The joint of strong brand and strong brand can often get the ideal effect. Through data analysis, we know that the joint of strong brand has positive influences on products quality, products services and brand reputation, and raised about 8% to 15% in the original foundation. For this is the three dimension of perceived quality of products, so power-and-power union can enhance the perceived quality of products.(2) The effect of combining Strong brand with weak brands is not ideal. The measurements showed that the customers have always tend to the strong brand even not superior to about the product quality,products services, brand reputation. The-joint of strong brand and weak brand will made significant improvement in the perceived quality of the product.(3) By data analysis, we can know that although the joint of strong brand and weak brand have no significant improvement in product quality, brand reputation, it have a significant and positive improvement that to enhance the original basis for about 6%-9%. Customers' evaluation is basically remain unchanged on the dimension of product services. So weak brand combined with weak brand can also make a significant enhancement on the perceived quality of products.(4)This paper finds that the more consistent of the level of the cooperate brand that jointly to produce mobile, the well effect on the product quality, product services and brand reputation of perceived quality of products will achieved. The more disparity of the single brand,it easier o make a diffusion of the brand, thus will reduce the evaluation of the product.(5)This paper proves the existing effect theory of Brand Alliance. First it verify Brand Alliance has a significant impact on the perceived quality of the product.Second, it also found that cultural background, whether Eastern or Western, the weak brand of the joint brand will have a improvement in product quality, products services, brand reputation. and often the rate is much larger than other partner brands. Whether the background of Eastern or Western culture, the joint of strong brand and weak brand will significantly enhance brand reputation and product quality.