Co-branding And Brand Attitude To Consumer's Attitude And Purchase Intention Impact Study

Nowadays, in the increasingly competitive market, serious homogenization of the product led to marketing strategy effective that rely solely on the physical aspects of product. Companies began to feel that the value of products'spiritual is much greater than physical, material aspects, and the intangible value of products is easier to create differences and not imitative.So, spiritual values as a important component of brand value, its management has became the most important tasks of the enterprises. With the deepening of brand management theory, many branches gradually appear, the management is an important branch of them, the emergence of this theory make another great change for brand management. The continuous improvement and widespread application of co-brand theory let enterprises can enhance their brand equity within a short time,In other countries, the co-branded research is very complete, whether in terms of quantitative or qualitative methods have been verified co-branding has great strategic importance, but in our country, scholars have only had a small amount of qualitative research, the impact of co-branding has not been us dempirical methods to verify and confirm. As the culture, lifestyle and many other differences may cause of Chinese and foreign influence the consumers'attitude of co-branding, and.co-branding in the domestic research is not enough comprehensive, the important factors affecting the co-branding is not added into all the research, this paper will use empirical methods to explore which type of co-branding consumers is prefer in scenarios of China, and combined with the awareness of main brand to test whether there are interactions in these two previous. Through this study expect to send China a rich field of study in co-branding of this theory. Through this study expect to send rich the theory of co-branding in China.This paper, focusing on the influence of main brand's awareness to the brand attitude and purchase intention of consumers, and analyze the relationship between consumer attitudes and brand purchase intention. At the same time this paper research type of co-branding-heterogeneous joint, similar joint, whether or not affect consumer attitudes, which forms of co-branded have greater impact on consumer attitudes and purchase intentions. In order to prompt enterprises to choose right type make the decision of co-brand should more successful, and reducing the risk of co-branding.As the type of co-branding one factor affecting consumer brand attitudes is a major innovation of this article, there is not Scholars have involved before, and verify the impact of type of co-branding and areness of the main brand to consumer's brand attitudes.Results of the study show that:the higher the master brand awareness, the more positive consumer's brand attitudes, contrary is not active. Consumer's attitudes of similar joint brand more positive than the heterogeneous joint. The more positive brand attitude, the stronger willingness consumer to buy co-branded products.This paper is divided into seven parts:The first part introduces the research background of this paper, theoretical significance, practical significance and possible innovation, etc.;The second part described in the consolidated results of previous studies based on the lack of research and find an entry point to find the elements of this study, to determine the basis for the model;The third part of the proposed theoretical model and assumptions of this article;The fourth section explains the method of this research and design process;The fifth part of this research model and hypotheses and analysis;The sixth part from the assumption that the verification and analysis derived Marketing Implications;The seventh part investigates shortcomings, future research directions.