The Study On Influencing Of Product Involvement On Consumers’ Evaluation Of Co-branding

With the emergence of product homogeneity and the saturation of marketcarry-capacity demand, the contention of encircling the terminal market becomes tenseand impetuous. Be a win-win behavior in the commercial contention, co-branding is beingadopted widely and accepted generally. Previous studies have found that consumersevaluate co-branding or generate purchase intention by variety of factors. Many factorsthat affect the co-branding evaluation have been summarized, it is made certainachievements, but further improvement still needs to be made. Especially, foreign scholarsstill can’t give the enterprises any specific guidance on how to select an appropriateco-branding partner. While domestic scholars just started to explore this field, as a result,the present fact is that many successful Chinese corporations that pursue market expansionand brand premium are now in servious need of theoretical instructions.The main purpose of this paper is to borrow presents outcomes of foreign researcheson the influencing factors on consumer’s evaluation of co-branding, so as to test andcomplete the theory in our consumer’s culture, explored a new evaluating factor thataffects the co-branding through an empirical study, in order to provide some advice forChinese companies in developing and implementing co-branding strategy.The reasearch takes the co-branding as the main object, from the perspective ofconsumers, to study how the product involvement has influence on consumers’sevaluation of co-branding by empirical method. First, this paper conducted a review andsummary on the results of related present researches, which offered a precious theory basisfor the theory model which would be built in following chapter. Then introduction ofrelated concepts of co-branding and related psychology theories was made, and productinvolvement and Elaboration Likelihood Model were introduced in detail, which would bethe theory basis for this article.Second, an analysis of definition and constitutes of consumer’s evaluation ofco-branding is conducted, then investigated the issue of co-branding evaluation from three aspects which are brand pre-attitude, brand fit and product involvement. A detailargument of the effect of each influencing factor is made with the help of relatedpsychological theory and Elaboration Likelihood Model, theoretical hypothesizes areproposed accordingly.Third,2*2experimental was designed based on the theory hypothesizes, totally4varibles, Manipulation and measurement of the varibles, questionnaire designed wereintroduced in detail. Then analysis of data by statistics software and interpretation ofresults and test of hypothesizes were made. In the end, based on the results of this research,management suggestion was offered from three aspects.