品牌联合的研究进展

Review of the Study on Brand Alliance

通过从影响消费者对品牌联合态度评价的因素、品牌联合的反馈效应以及影响合伙品牌对品牌联合的相对贡献3个方面,对国内外品牌联合的相关研究进行了总结,并在此基础上提出了进一步研究的方向,以推动品牌联合研究在国内的开展。

Brand alliance is the association or combination of two or more individual brands belonging to different companies in short-term or long-term. As a widely adopted business cooperation form,the brand alliance is used to improve consumers＇ attitude to the product and the brand involved. The literature of the brand alliance was reviewed ,including factors influencing consumers＇ evaluation of brand alliance,the feeding back effects of brand alliance on partner brands and the relative contribution of different partner brands to brand alliance. Future researches of brand alliance are also put out.