Research On The Influence Mechanism Of Brand Alliance Effect In E-Business Background

Brand alliance is one of the important means for enterprises to build a strong brand,improve brand equity and brand competitiveness,and thus lay a firm market position.E-commerce companies have developed rapidly in recent years,and are also keen to implement the brand joint strategy.This paper aims to study in depth the association effect mechanism between Lenovo and JD.First,on the basis of literature research,the key elements that influence the brand alliance effect are systematically reviewed.Secondly,the case study method was used to exploratively study the characteristics and influence factors of brand joint effect under the e-commerce model.Furthermore,the research hypothesis was put forward,the questionnaires that meet the requirements were designed,the questionnaires were released and recovered,and finally the collected data information was collated and analyzed,and the research conclusions were drawn.The results of the study show that: First,the higher the perceived quality of the brand for consumers,the higher the evaluation of brand association.Second,the higher the brand awareness,the higher the brand evaluation of branded joint products.Third,the higher the consumer's trust in the brand,the higher the joint evaluation of the brand.Fourth,the higher the consumer's joint evaluation of the brand,the stronger the willingness to purchase.Fifth,the consumer's evaluation of the co-branding plays an intermediary role in the subjective perception of the consumer and the purchase intention,and the quality perception and brand trust of the brand association.These aspects will guide consumers to purchase and strengthen their willingness to buy.