The Research On The Influence Of The Domestic Products’ Co-branding Of Culture Innovation To Consumers’ Willingness To Pay Premium

With the rapid development of China’s economy and the improvement of self-confidence in national culture,more and more young people no longer blindly worship foreign brands,and domestic products had become the choice of more people.In the past two years,driven by China Brand Day and Tmall National Tide Day,the marketing awareness of domestic brands had collectively recovered,and they had adopted brand joint strategies to try to establish emotional connections with young consumers.Many traditional domestic products had achieved great success with brand joint strategies,and some of the brand joint effects have been unsatisfactory and even dispelled brand equity.In order to protect and continue to promote the value of domestic brands,old domestic brands can gain new life and attention under the inspiration of new ideas,new brands can acquire the brand equity and loyalty of old brands,and achieve the purpose that consumers are willing to pay for domestic brands at a premium.The field of brand co-branding adapted to Chinese brands deserves should deeply research and regulate.Starting from the perspective of brand association,this article finds in the literature that the logic and paradigm of the brand association of current domestic products is different from that of previous brands.This concept had further developed the brand joint theory.Based on the ABC attitude model,introducing domestic product awareness,brand reputation,and cultural innovation matching as independent variables,taking premium payment willingness as the dependent variable,and consumer innovation as the regulating variable,discussing and verifying the relationship between the variables with empirical methods.In the actual research,a total of 390 valid questionnaires were recovered,and the reliability and validity analysis and hypothesis verification of the samples were conducted through SPSS24.0 and AMOS19.0.Developed in the course of empirical research,domestic product awareness and cultural innovation matching have a significant positive impact on brand joint evaluation,brand joint evaluation has a significant positive impact on premium consumption willingness,consumer innovation in the relationship between brand joint evaluation and premium consumption willingness plays a positive role in regulation.Based on this research,this article summarizesed the important factors that affect the willingness to pay premium and specifically put forward marketing strategies suitable for domestic product brand associations.