The Research Of The Influence Of Partner’s Brand Equity And Cobranding Fit On The Co-Branding To The Luxury Industry

The strong growth of China’s luxury consumer market has led luxury brands to come to a conclusion that those who win China will win the world of luxury goods.In China,the younger generation has already supported half of China’s luxury market,and with China’s millennials expected to become the main force of luxury consumption in the future,the future of luxury industry will also be affected by China’s generation Z.In this context,how to embrace the young people in China and gain an advantage in the fierce competition of luxury brands has become a problem faced by luxury brands.In the face of the reality,luxury brands adopt the strategy of brand alliance,cooperate with the sports trend brands that young people like,to directly expand the audience scope of luxury products,enhance the influence of brands in young groups,and expand the brand influence to a broader field through cross-border way.Luxury goods and the uniqueness of luxury brands make the joint distinction between luxury brands and other industries.Luxury goods have excellent quality,rarity,rarity,uniqueness and a long history and tradition,which are sought after by people and given specific added value.Therefore,the perceived value of luxury brands is far greater than that of other industry brands,and it is very important to transfer their high value to the combined brand when brand alliance is carried out.All of these determine that luxury brands should be very careful when they adopt the strategy of brand alliance and choose cooperative brands.Based on this,this paper will explore the influence of cooperative brand equity and the matching degree with luxury brands on the joint brand evaluation based on the influencing factor model of joint brand evaluation.In this study,the empirical analysis method is used to construct the model of joint influencing factors of luxury brands based on the previous theories and classic models of joint evaluation of brands.Then,the questionnaire was designed to conduct a questionnaire survey.SPSS was used to analyze the collected questionnaire,and the interaction between the variables of the model was obtained,and the hypothesis was verified.Finally,we summarize the experimental results,analyze the impact of partner brand equity and matching degree,and then make suggestions and suggestions for the luxury industry to enhance brand value and expand new markets.