要素品牌联合紧密度对联合后主品牌评价的影响研究

Study on the Influence of Ingredient Co-branding Closeness on Joint Post Main Brand Evaluation

要素品牌联合是提高产品竞争力及品牌资产的重要手段,但联合品牌的合作紧密度对品牌联合效应的作用机制很少受到关注。笔者以要素属性地位和主品牌地位为调节变量,探讨了品牌联合紧密度对联合后主品牌的影响机制。我们采用模拟情境与问卷相结合的方法进行了数据收集,运用单因素方差与回归分析法检验分析了品牌联合效应,实证结果表明:品牌联合紧密度既能通过联合产品评价的中介作用影响联合后主品牌评价,也能直接影响消费者对联合后主品牌的再评价;这一过程受主品牌地位和要素属性地位两个因素的调节影响,从联合品牌地位看弱势主品牌与强势要素品牌联合下品牌联合紧密度更能带来联合产品及主品牌评价的积极效应;从要素品牌属性地位看,核心要素品牌强化了品牌联合紧密度对联合产品评价的影响,而附属要素品牌参与品牌联合情境下不同水平联合紧密度对联合产品评价则无显著差异影响。研究结果丰富了要素品牌联合理论,为企业实施不同类型品牌联合策略提供了理论依据。

Ingredient co-branding is an important way to improve product competitiveness and brand equity,but the mechanism of co-branding closeness on co-branding effect has received little attention.Taking ingredient attribute status and main brand status as the moderating variables,we discuss the influence mechanism of co-branding closeness on the manufacturer brand when after co-branding.We employ the method of combining simulated situation with questionnaire to collect data,and test the co-branding effect by one-way variance and regression analysis,the empirical results show that co-branding closeness can not only affect the evaluation of the main brand after co-branding through the intermediary effect of the joint product evaluation,but also directly affect the consumers reevaluation of the main brand after co-branding.And this process is influenced by the adjustment of main brand status and ingredient attribute status.From the perspective of joint brand status,co-branding closeness can bring more positive effects of joint products and evaluation of main brands when under the combination of weak main brands and strong ingredient brands.From the perspective of ingredient attribute status,the core ingredient strengthens the influence of co-branding closeness on joint product evaluation,while there is no significant difference of subsidiary ingredient brand.The research results enrich the theory of ingredient co-branding and provide theoretical basis for enterprises to implement different types of co-branding strategies.