| The joint promotion was first proposed by Adler in the Harvard Business Review in 1966.It refers that two or more brands or enterprises establish long-term or short-term cooperative alliances to jointly develop and utilize market opportunities in order to achieve the complementary advantages of resources and enhance market development,penetration and competitiveness.Elliott Ettenberg predicted that Joint marketing will be a new trend in the post-economic era.The emergence of the joint promotion is due to the rapid development of technology and increasingly fierce market competition.They can jointly develop new products,share resource information,and jointly provide external services,so that they can share risks and thus enhance their competitiveness.Therefore,joint promotion is not only a trend,but also necessary.If it is applied properly,it can achieve the effect that both sides cannot achieve by individual marketing.In the context of economic globalization,Chinese market economy has gradually matured,and the open global market has led to more and more foreign strong brands entering the Chinese market.Faced with a strong market impact,enterprises realized that relying solely on products has been far from sufficient,so they began to gradually realize the importance of brand building.For Chinese brands in the early stage of brand cultivation,adopting a joint promotion strategy will make up for the shortcomings of the enterprise in terms of places,people,promotion and innovation.Implementing a joint promotion strategy with partners will provide enterpri ses and brands with opportunities of sharing sales resources and innovative resources.,and will share the risks that development needs to bear,and promote the common growth of multi-enterprise and multi-brand.At present,the academic research of joint promotion mainly focuses on qualitative research such as concept feature,function and practical application,and the corresponding quantitative empirical research is rare.In order to fill the gap,this study establishes a theoretical model of the relationship between joint promotion,customer satisfaction and brand loyalty based on the perspective of the main and secondary brand strategy and conducts empirical tests.The results show that the joint promotion of the main and secondary brands has a positive impact on the loyalty of the main brand.Among them,the sharing and relevance of the main and secondary brand joint promotion has a positive impact on the loyalty of the main brand through customer satisfaction,and the customer satisfaction is completely mediated the relationship between sharing and main brand loyalty and partly mediated the relationship relevance and main brand loyalty.This study provides a new theoretical perspective for the study of the factors affecting brand loyalty.It also enriches the research results of brand strategy and promotion strategy,broadens the research scope of brand management,and effectively reveals the attitude and behaviors of consumers in participating in brand promotion,providing rational application advice and practical guidance for the implementation of the enterprise strategy. |
