品牌联合情境中的品牌态度迁移模型及其现实解释

目前,品牌联合商业案例日益增多且形式不断变化,已引起了学者和业界广泛关注。该文在相关文献分析和整理的基础上,构建了品牌联合场景下的品牌态度迁移模型,并对态度迁移的内外部影响因素进行了识别和分析,最后得出:当两个品牌联系在一起时,消费者学习的过程是从对新的品牌联合信息的接收开始;消费者学习的过程和模式由内部影响因素决定,外部因素则通过内部因素产生影响;内部因素不仅决定了消费者学习的动机和能力,也决定了消费者处理信息的模式。

The Model of Brand Image Transfer through Co-branding

Despite the massive growth in co-branding activity of all kinds,academic research is still in its infancy in this area.This article produces a conceptual framework of factors that influence co-brand's effect on brand image transfer(BIT) amongst consumers.The findings from existing research are summarized and highlighted.A model of the actual process by which brand image transfer is developed and conditions influencing the strength of the transfer are identified.From this overall analysis,implications for brand partners and co-brand are discussed.