不对称品牌联盟对弱势品牌稀释研究:“攀龙附凤”还是“引火烧身”?

Dilution on Weak Brands from Asymmetrical Brand Alliances:Do Brand Alliances Always Help the Weak?

本研究借助最小均方联结模型来解释和分析不对称品牌联盟对弱势品牌的稀释作用。同时,利用实验证明了该种稀释作用的存在,而且可以利用业务多元化和品牌互补性来调节或减缓该负面作用。该研究对中国日益盛行的国内和国际品牌联盟提出警示即中国品牌与国际品牌的联合可能由"攀龙附凤"的惊喜落到"引火烧身"的恶果。

This study uses least mean squares connectionist model to demonstrate empirically that asymmetrical brand alliances can result in potential dilution on weak brands paired.Meanwhile,the experiments draw conclusions that the dilution does exist and brand complementarity and business diversification can moderate and relieve the negative impact of asymmetrical brand alliances on the weak partners.These findings warn Chinese brand managers of the bad results from the prevalent co-branding with international strong brand,that is,the dilution from the strong partners on Chinese weak brands.