The Research Of The Impact Of Transnational Co-branding Evaluation Based On Alliance Fit

In the recent years, the biggest change in the consumer market is that the seller’s market has already turned into the buyer’s market. Consumers are no longer the recipient of products, even have the absolute discourse power. Therefore, companies are trying to meet with consumer’s need in the most of time. Companies take diverse ways including Co-branding which is widely used in the modern society in order to produce all kinds of products. And a lot of companies have been successful by using this strategy.The form of transnational Co-branding is used more than others, and the most famous example is the alliance between Sony and Ericsson. Along with the deepening of economic globalization, companies will take transactional Co-branding gradually in order to capture more market share and gain much more profit. Using transactional Co-branding would also be helpful to penetrate other market to reach the purpose of sharing resources and expanding the consumer market by using the opposite side’s popularity. However, a lot of companies ignore the huge risks brought by Co-branding since they just focus on profits during the process of Co-branding. Certain companies just only focus on the surface factors instead of taking comprehensive investigation of their partners. Various Co-branding failures came out due to the unfamiliarity of Co-branding strategies. At this point, the problem that companies need to figure out is how to choose proper partner during the process of Co-branding in order to gain a long-term success.This paper will start at the main factor that brings huge impact to the evaluation of Co-branding which is alliance fit (including product fit and brand fit). At the same time, this paper will firstly introduce the product attributes concept into the evaluation of Co-branding, which will provide the theory basis for companies to choose better partners. Questionnaire methods will be shown in this paper through the empirical analysis of diverse brand product combination, which take foreign brands as the main brand between the foreign and Chinese brand. The objects of the research are those domestic consumers which would reach certain results that are more applicable for Chinese companies.According to the research, there are certain relations between product fit/brand fit and the evaluation of Co-branding:the higher product fit/brand fit is, the better consumer’s evaluation comes out. Also, product attributes(including utilitarian dimension and hedonic dimension) have the strengthening effect to the relation between alliance fit and Co-branding as follows:product fit will play a more important role when Co-branding products are utilitarian products; and brand fit will play a more important role when Co-branding products are hedonic products.According to the research, the companies should do as follows in order to receive the positive evaluations from various consumers:Firstly, the product attributes of Co-branding products should be realized; Secondly, brand fit should be chose carefully; At last, the product fit should be analyzed carefully.