The Research Of The Impact Factors Of Consumers' Attitudes Toward Co-branding Of 3G Mobile Phone

As an important signal of product, brand is paid attention to by more and more enterprises, in modern marketing, and more and more scholars begin to study the application of brand strategy. Now, Co-branding has already become a kind of strategic way to capture competition advantage as an important component of brand strategy. However, at present, the researches on the formation of consumers'attitudes toward buying co-branded products mainly focus on studying durable goods and western consumers. So, this paper proposes the model of the formation of consumers'attitudes toward buying co-branded products in the fast moving consumer goods field, which are greater theoretical and realistic meanings, in China.So, the author takes 3G mobile phone as an example, and conducts an empirical research on impact factors of consumers'attitude toward buying co-branded products in fast moving consumer goods field, in order to test and expand the S&R model. On basis of SR model, this paper proposes five hypotheses and an expanded model, according to hierarchical memory processes and transmission of features theory. Firstly, the brand and product categories of stimulating things are chosen by the pretest, and then a new questionnaire combined the prior literature review with the actual conditions of mobile phone market is developed. Then the author applies factor analysis with small samples to identify and assort the items. Finally, after reliability and validity test, by the means of CFA, large samples are used to test the assumptions.By the empirical analysis, the author has testified that prior attitudes toward the constituent brands product fit and brand fit are important factors which influence the evaluation of consumers'attitudes toward buying co-branded products. In addition, product fit is related positively to the brand fit. All of these, brand fit plays the most role, and the prior attitudes toward the first partner brands plays the least role. This is the same as Simonin and Ruth's research. That is to say, the conclusion we got is suitable for not only foreign durable goods but also fast moving consumer goods in china.According to the research, to get a positive attitude toward buying co-branded products, the company must do these as followed: Firstly, we should choose the constituent brands carefully; Secondly, we should analyze the product fit carefully; At last, we can strengthen a new image of co-branding by advertisement.