Effect Of Brand Personality Fit On Co-branding Evaluation

Today's market has entered the era of brand competition.Enterprises are no longer satisfied with brand extension,brand loyalty and other methods to enhance their brand equity,they begin to pay close attention to brand alliance.Therefore,brand alliance draws more and more attention of marketers and advertisers.However,brand alliance is not always effective,sometimes it will bring damage to joint brand because of mismatching,and the conclusions of different scholars are contradictory in some extent.Based on that,this paper defines the independent variable of the topic as the brand personality fit,and uses different research methods to verify the relationship between them,so as to maximize the benefit of the brand alliance.In order to explain the relationship between the variables better,this article adopts the different research method,introducing stereotypes content model in the field of brand personality fit,the experimental scenario simulation method is used to further verify the brand personality compatibility effect on co-branding evaluation.In order to ensure the rigor of the results,this paper also introduces a cross-product brand alliance scenario and examines whether the relationship has changed in this context.After reasonable hypothesis deduction and data test,the influence mechanism model of brand personality fit on co-branding evaluation is finally formed.This paper obtained first-hand research data through experiments and verified that the model is reasonable,and drew the following conclusions:(1)The co-branding evaluation of complementary brand personality is higher than the co-branding evaluation of similar brand personality;(2)Co-branding evaluation combined with personality of double competence is higher than that double warmth within the same category brand alliance;(3)Cross-category co-branding evaluation plays the regulating effect between these two variables.Finally,with the combination of research findings and the real background,this paper gave some reasonable opinions and suggestions to help enterprises conduct brand alliances.This article mainly has two innovative points:(1)Enrich the dimension of the joint matching degree;(2)Solve the existing researches' contradiction point,the relationship between brand personality fit and co-branding evaluation is quantitatively analyzed.