The Research Of TheAttitude Towards Co-bradings On The Basis Of Aaker & Keller Model

In modern marketing strategy, brand and brand strategy is receiving increasing attention to business and academia; Especially under the wave of globalization, there has been an increasing number of cross-border mergers. As a result, it comes out that one company owned two well-known brands as well as a number of. In that condition,erterprise always joint different brands as marketing strategy. In China, although there is no surprising that the appearance of the co-branded products, the research on the strategy has always been stalled except that most of them remained in the level of the summary or presentation of the abroad study. So, using the results of abroad as the fundament,the author conduct innovative research with a larger theoretical and practical significance.In the paper, using the mobile phones as an example, the author build a model for empirical study on factors evaluation of the impact of consumer brands in field of fast-moving goods; Aimed at further testing of co-branded strategy on the partnership brand attitudes and its fits toward the consumer evaluation of the co-branding brand the author used the A & K model for the joint study in the practicality of co-branding strategy. In this paper, combined with previous research, pre-survey research was used to select and identify the brand and its attitude of the consumer evaluation index; Through the analysis of small samples to explore the screening of the indicators, the author developed a new questionnaire with conducting a reliability test, and using analysis of variance and regression to build the model and testing hypotheses for the large sample data.Through empirical analysis, in the same kinds of products in the formation of co-branding, the study found there was a significant positive impact between consumer perception of pre-brand partners and its fit and consumer attitudes in the evaluation of co-branding. By using the regression model, in a number of impact factors, the pre-attitude toward the brand partner has the greatest impact of the attitude toward co-branded, but technical integration between partner brands has no significant impact;. Different partner attitude has an equal influence on the evaluation of co-branding attitude and this is also reflected in the fit of different brands toward the co-branding brand. With a further development, the result shows an equation between the previous studies of co-branding in the real environment. That also shows the majority of the domestic application was the same with the abroad. This study shows that, in order to allow the formation of co-branded consumer's positive assessment we should focused on selection of pattern brand, which is mainly reflected in the attitude of a partner-branded pre-analysis and the fit analysis. Therefore, the key for the successful co-branding strategy is the selection of high brand value and high fit as the target brand.