Experimental Study Of The Influence Of Co-brand Schema Incongruity On Consumers' Participation Intention

In the past year or so,a brand-new brand joint marketing with the core of ?crossover? has made the company and the manufacturers gain a lot,and continue to grow.The crossover joint product combines the main features of both seemingly unconnected co-brands.It is very novel and shocking,and has successfully attracted consumers' attention and fragmentation time in the era of mobile Internet.However,the existing brand joint research can not explain the success of crossover brand association.Traditional research believes that the matching degree of the joint brand is positively marketing consumer behavior attitude.To this end,this paper innovatively introduces the schema incongruity theory into the co-brand research,constructs the relevant model,and hypothesizes and then verifies the inverted U-shaped relationship between the co-brand incongruity and the willingness of consumers to participate.Further,on the basis of a large amount of literature research,this study also found that the schema incongruity related research and the brand joint research lacked the positive exploration of the influence mechanism and the action path of the brand incongruity(brand matching degree).This paper pioneered the introduction of perceived practical value and perceived hedonic value as dual mediators.This paper constructs a path mechanism research model based on the incongruity of the brand joint schema as the independent variable,the perceived practical value and the perceived hedonic value as the double mediator variables,and the consumer participation willingness as the dependent variable and the willingness to purchase.Two pre-experiments were used to make more rigorous selection and manipulation of the formal experimental materials.Firstly,through the literature research method and the small-scale survey,the brands familiar to the target population samples were screened,and the selection range was quickly narrowed to help the comparison.Identify the final core brand and core products.Then,based on the national product category classification specification,the candidate co-brands are selected,and then multiple candidate experimental stimuli are produced according to the current visual effects of e-commerce products.Finally,three different co-brands are determined through experiments to form formal stimuli with different degrees of incongruity.The formal experiment used the inter-group experiment method to examine the influence of the incongruity of the brand's three-level schema on the consumer's willingness to participate through the intermediary path of perceived hedonic value and perceived practical value.The results show that:(1)the inconsistent brand association pattern has a significant impact on consumers' participation intention;(2)the inconsistent brand association pattern and the perceived hedonic value show an inverted U-shaped relationship;(3)the perceived practical value and perceived enjoyment value both have a positive impact on consumers' participation intention;(4)perceived hedonic value plays a mediating role in the relationship between brand association pattern incongruity and consumer participation willingness;(5)perceived hedonic value compared to perceived practical value the influence of sharing will has a greater impact,and the perceived practical value has a greater impact on the willingness to purchase than the perceived enjoyment value.Finally,based on the conclusions of the research results,the paper puts forward relevant marketing suggestions for platform merchants and enterprise manufacturers,so that enterprises and merchants can understand more deeply the intrinsic psychological activities of consumers in the face of crossover brand joint products.Consumer engagement in crossover brand joint marketing activities.