| Fierce marketing competition is in everywhere, theory and practice has proved thatco-branding could bring a good market returns to the cooperation enterprise. Theadvertising form responds to co-branding is co-branding advertising. The co-brandingadvertising as an effective means of using their own advantages and integration of mediaresources for information dissemination joint enterprise, to convey to consumers more andmore effective information of the products and brand, and then provide quality assurancefor the consumer’s purchase. But at this stage, especially in the domestic, the researchabout co-branding advertising is less and many researches stay in the theoretical stage.People’s understanding of co-branding advertising still needs expanding.Based on the research achievements of scholars from home and abroad, this paperstare from consumer’s view, put the Communications Industry as the research object andat the same time combination with the information integration theory, the migrationmechanism of emotional theory and the cognitive psychology theory, and refined personalexperience, entertaining, disrupt of advertising and co-branding attitude and demographicvariables as important influence factors of consumers’ attitude toward co-brandingadvertising. Then the paper provides the establishment of theoretical model and hypothesis.The study uses the questionnaire survey to collect consumers’ attitude towards co-branding advertising, and uses SPSS and AMOS to analysis the data and test the modeland hypothesis. Data analysis verified the influence affect of five factors, especially forthe new joint factor co-branding attitude which influence coefficient is greater than theother path, testified the importance. Finally, the paper put forward marketing suggestionon co-branding advertising in the Communication Industry from four aspects which arepersonal experience, entertaining, disrupt of advertising and co-branding attitude. |
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