品牌联合匹配性与品牌联合效应关系的调节因素研究——基于品牌关系质量的实证分析

Research on Moderating Factor of Relationship between Brand Alliance Fit and Effect of Co-branding:Empirical analysis Based on Brand Relationship Quality

从品牌关系视角,探索性分析了品牌关系对品牌联合匹配性与品牌联合效应关系的调节性影响;在此基础上,构建了品牌关系对品牌联合匹配性与品牌联合效应关系的调节效应模型,并对模型进行了实证检验。实证结果表明:消费者品牌关系质量越高,品牌联合匹配性对品牌联合主效应的影响越显著;但品牌联合溢出效应的变化并不明显。同时,品牌联合匹配性的前置性影响也得到了验证。

From the perspective of brand relationship（BR）, this paper analyzes the moderating factors of the relationship between the brand alliance fit and the effect of co-branding. On this basis, it establishes the research model on the moderating impact of brand relationship on the relationship between the brand alliance fit and the effect of co-branding. The empirical results show that,the quality of BR is higher, the impact of the brand alliance fit on the main effect of brand alliance is stronger;however, the change of the spillover effect isn＇t significant. In addition,the antecedent impact of the brand alliance fit is validated.