Study On The Influence Of Co-branding Fit On Co-branding Effect

With the increasingly fierce competition in the market, products and services are becoming more and more homogeneous. In order to obtain differentiated advantages, enterprises are engaged in seeking approaches to elevating their brand equity. After brand extension, marketers are trying a new way—co-branding—to survive and develop. Researchers from home and abroad have also conducted a lot of researches on co-branding from different perspectives. Generally speaking, scholars mainly focus on what factors determine the success or failure of co-branding in terms of consumers'evaluation of co-branding. Despite different angles, these researches have borne some fruit. However, people's understanding of co-branding still needs expanding.Based on the research achievements in the success factor of co-branding of scholars from home and abroad, this paper chooses co-branding fit, one of the key factors, for deeper research and tests the theory in the consumption environment of our country in order to offer some guidance for marketers who choose the co-branding strategy. In consideration of the purpose and characteristic of the research, the paper plans to adopt a qualitative plus quantitative research approach combined with simulated experiments.Firstly, the paper conducted a literature review and summery of the related research achievements of scholars form home and abroad to present a theoretical framework. With this as the basis, the paper extracts important concepts such as definition of co-branding, co-branding fit, co-branding effect and so on for detailed analysis to serve as the major theoretical foundation;Secondly, the paper analyzes the major factors affecting consumers'evaluation of co-branding from the perspective of co-branding fit, which means that the dimensions of product fit, brand fit and target market fit are deeply analyzed and corresponding theoretical assumptions are presented;Thirdly, experiments are conducted to test the above theoretical assumptions with data from questionnaires on consumers'evaluation of co-branding. Related analysis software is used to analyze the data and explain the analysis results to furtherly test the authenticity of the theoretical assumptions; Last, with the research results as guidance, the paper presents corresponding suggestions on the successful implementation of co-branding from the perspective of co-branding fit.