An Empirical Research Of The Influence Of Brand Alliance On Brand Relationship Quality

With the increasingly fierce competition in markets,the competition amongenterprises has transited to competition among brands.In this environment of brands’competition,given to the co-branding strategy has been widely used in all walks oflife and got a lot of success,the co-branding strategy has aroused the concern ofacademia,and become one of the hottest topic of tissues in the field of brandmanagement in recent years.However,the success of a product is whether it can winthe market,encourage consumers to make a purchase.This requires co-brandingproducts can establish a good kind of relationship between the customers.Blackston(1995) pointed out that a good kind of relationship is like a good kind ofinterpersonal relationship,Mundkur(1997) considered the good brand relationshipsthat will enhance the distance of the consumers and the products,even with otherconsumers.Kotler(1999) further pointed out that a good kind of brand relationship inparticular can increase the possibility of consumers to repeat purchasing thecompany’s products.The article takes the co-brand credit card as an example,conductsthe empirical research that to discuss the brand alliance’s influence on BrandRelationship Quality,investigates the general laws of the brand before and aftercomparison co-branding.Providing marketing advice for the co-branding andmarketing of co-brand credit card products,and allows companies to realize theimportance of establishing a kind of lasting and stable relationship withconsumers,that is the importance of good relationship’s quality,to make the jointbrand win a place among the fierce competion.On the basis of reviewing the related theory, distributed questionnaires andcollected the data, use the statistical software SPSS17.0to deduct the descriptivestatistical analysis of samples, and analyze the reliability and validity, and comparethe mean changes in the joint before and after of the Brand Relationship Quality. While taking advantage of the paired samples T-test to analyze the results and get thefollowing conclusions:(1) Joint between the strong brands will usually make the three dimensions ofthe brand relationship quality,that are satisfaction, trust and commitment improved, inthe other words, that is able to enhance the brand relationship quality.(2) Strong brands and weak brands conduct the joint, through the empirical study,we found that the joint did not enhance the satisfaction, trust and commitment of thestrong partner,while the weak partner has been improved, in particular, a largerincrease in satisfaction and trust. We know that the strong brand plays the certainguarantees role, has always occupied a certain advantage, the combined brands cannot go beyond the strong brand’s brand relationship quality.(3)Weak brands and weak brands conduct the joint, through the empirical study,the satisfaction of the co-branding difference is not significant before and afterjointing, awfully close. In trust and commitment, combined brand is significantlyhigher than the partner brands, which means that weak brands and weak brands’sco-branding can improve The trust and commitment of the co-branding partner’sbrand, we also can consider that it improves the brand relationship quality overall.(4) Through the empirical study, it proves the significant effect of co-brandingon the brand relationship quality,to the weak partner,its brand relationship quality hasbeen improved after jointing.Thus, more consistent with the strength degree of thejoint credit card ‘s partner, the three dimensions of brand relationship quality, thesatisfaction, trust and commitment can be significantly improved, the strength degreeof partner brands is more different, the brand recognition of consumers’ is moreconfused,thereby reducing the evaluation of the product.