The Impact Of Different Models Of Heterogeneous Brand Combination On Brand Association

As a kind of important way to enhance brand equity,brand union has drawn increasing attention from scholars and the industry.Many brands have succeeded through a joint brand strategy.Foreign scholars have studied that different modes of joint brand may have an impact on the brand synergies.According to the different types of brand concept(functional brand and symbolic brand),this article divides into three kinds of brand combination model,which are the combination of functional brand and functional brand,the combination of functional brand and symbolic brand,the combination of symbolic brand and symbol brand.Some studies have found that the product similarity doesn't play a decisive role to the consumer brand extension evaluation,but the brand association plays a decisive role in brand extension.For example,if a certain brand is extended to A and B products,A more similar to the original product,but the original brand's unique association is more related to B product.Then this time is to extend the product B rather than A get a higher rating.Brand combination and brand extension as two typical brand strategy,will produce the same result?In this question,this article attempts to explore different modes brand combination may make consumers have different brand associations(prototypical association and exemplary association).At the same time,in the face of three different models of brand combination,different construal level of consumers will have different brand associations.This article uses six kinds of virtual brands,random combination of two or two,forming three different brand joint mode.Measure consumer associations for these three different modes of brand.As a result,it has been found that consumers have more exemplary associations with functional brand associations and more prototypical associations with the combination of functional symbolic brands and symbolic brands.At the same time,the number of example associations produced is ordered from most to least as follows: the number of exemplary associations that result from the combination of two functional is higher than the number of exemplary associations that a combination of functional and symbolic brands,the number a functional brand combined with the symbolic brand is higher than the number of the two symbolic brand associations.The number of archetypal associations produced is just the opposite,andthe number of prototypical associations that result from the combination of two symbolic brands is higher than the number of functional brand and symbolic brand,functional brand and symbolic brand the number of prototypical associations is higher than the number of prototypical associations with two functional brands.Construal level theory as a social cognitive psychology has a regulatory effect on the relationship between brand joint mode and brand association.Consumers with a high level of interpretation have more prototypical associations with the three different modes of brand co-operation,while those with a lower level of interpretation have more exemplary associations.