要素品牌联合紧密度对联合后主品牌评价的影响研究
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摘要
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.
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.
引文
[1]陆娟,边雅静.不同元素品牌联合模式下的主品牌联合效应研究[J]管理世界,2010,(11):114-122.
[2]Burmann C, Riley N M, Halaszovich T, et al.Strategic Brand Management[M]// Identity-based Brand Management.Springer Gabler, Wiesbaden, 2017:91-172.
[3]Besharat A, Langan R.Towards the Formation of Consensus in the Domain of Co-branding: Current Findings and Future Priorities[J].Journal of Brand Management, 2014, 21(2):112-132.
[4]He H W, Balmer J M T.Alliance Brands: Building Corporate Brands Through Strategic Alliances?[J].Journal of Brand Management, 2006, 13(4/5):242-256.
[5]Huertas-García R, Lengler J, Consolación-Segura C.Co-branding Strategy in Cause-related Advertising: The Fit Between Brand and Cause[J].Journal of Product & Brand Management, 2017, 26(2):135-150.
[6]Schnittka O, Johnen M V,lckner F, et al.The Impact of Different Fit Dimensions on Spillover Effects in Brand Alliances[J].Journal of Business Economics, 2017, 87(111):1-27.
[7]李桂华,黄磊,卢宏亮.不同联合模式下的要素品牌属性评价效果研究——MPAA模型理论视角[J].华东经济管理,2015,29(3):164-170.
[8]Kostyra D S, Klapper D.Signaling Teamwork: How Brand Prominence in Brand Alliance Communication Can Influence Customer Perception[J].Journal of Research & Management, 2015, 37(2):69-78.
[9]Chiambaretto P, Gurau C, Roy F L.Co-opetive Branding: Definition, Typology, Benefits and Risks[J].Industrial Marketing Management, 2016, 57:86-96.
[10]Chiambaretto P, Gurau C.David by Goliath: What Is Co-branding and What Is in It for SMEs[J].International Journal of Entrepreneurship and Small Business, 2017, 31(1): 103-122.
[11]范秀成,张彤宇.论跨国公司的联合品牌战略[J].外国经济与管理,2003,(9):2-6,18.
[12]Newmeyer C E, Venkatesh R, Chatterjee R.Co-branding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines[J].Journal of the Academy of Marketing Science, 2014, 42(2):103-118.
[13]Yongki L, Soonho K, Gicheol B, et al.Effects of Influential Strategies on Closeness, Relationship Quality, and Cooperation: Franchisees' Perspectives in Food-service Industry.[J].Asia Pacific Journal of Tourism Research, 2016(Supp 1):1-26.
[14]黄维德,柯迪.社会关系强度对人力资本贬值的影响:工作压力与知识获取的中介作用[J].南开管理评论,2017,20(5):94-104.
[15]李桂华,黄磊.供应商创新能力、要素品牌价值与经营绩效关系研究[J].科技管理研究,2015,35(11):106-110.
[16]Shen B, Jung J, Chow P S, et al.Co-branding in Fast Fashion: The Impact of Consumers' Need for Uniqueness on Purchase Perception[M]// Fashion Branding and Consumer Behaviors.Springer New York, 2014:101-112.
[17]Lado N, Cesaroni F, Ho H-C, etal.The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury[M]// Obal M, Krey N, Bushardt C.Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era.Developments in Marketing Science: Proceedings of the Academy of Marketing Science.Springer, Cham, 2016:469-470.
[18]郑春东,陈雅,唐建生.感知契合度及其对品牌延伸评价影响的研究——一个基于E-PBE框架的综述[J].管理评论,2016,28(1):156-168
[19]郑春东,马珂,王寒.消费者特征对品牌延伸边界的影响研究——基于品牌联想的视角[J].管理评论,2016,28(7):130-142.
[20]Anderson N H.Foundations of Information Integration Theory[J].American Journal of Psychology, 1981, 95(4).
[21]Mohan M, Brown B P, Sichtmann C, et al.Perceived Globalness and Localness in B2B Brands: A co-branding Perspective[J].Industrial Marketing Management, 2018.
[22]Henderson G R, Iacobucci D, Calder B J.Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks[J].European Journal of Operational Research, 1998, 111(2):306-327.
[23]Simonin B L, Ruth J A.Is A Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes[J].Journal of Marketing Research, 1998, 35(1):30-42.
[24]Yang M.A Study on the Effect of Co-branding Strategy on Company's Brand Evaluation: Take Fast Fashion Industry for Example [D].Sun Yat-sen University, 2017.
[25]Chen C W, Lien N H.Consumer Evaluations of Service Co-branding[J].Service Industries Journal, 2018(3):1-22.
[26]Kalpesh K D, Kevin L K.The Effects of Ingredient Branding Strategies on Host Brand Extendibility[J].Journal of Marketing, 2002, 66(1):73-93.
[27]Cohen J B, Americus Reed I I.A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment[J].Journal of Consumer Research, 2006, 33(1):1-15.
[28]李桂华,黄磊.要素品牌价值对关系绩效的影响——采购商视角的研究[J].管理科学,2014,27(2):82-94.
[29]宁昌会,曹云仙子.成分品牌联合的溢出效应研究——品牌熟悉度和介入度的调节作用[J].中南财经政法大学学报,2016(2):122-129.
[30]Washburn J H, Till B D, Priluck R.Brand Alliance and Customer-based Brand-equity Effects[J].Psychology & Marketing, 2004, 21(7): 487-508.
[31]郭锐,严良,苏晨汀,周南.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”?[J].中国软科学,2010(2):132-141.
[32]唐生桂.产品伤害危机溢出效应应对策略效果研究[D].武汉大学,2017.
[33]马宝龙,程飞燕,步晶晶.品牌联盟对品牌资产的影响研究[J].营销科学学报,2014,10(2):121-138.
[34]Anthony K,Douglas B.Evaluating Marketplace Synergies of Ingredient Brand Alliances[J].International Journal of Research in Marketing, Available online 28 August 2018
[35]Geylani T, Inman J J, Hofstede F T.Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty[J].Marketing Science, 2008, 27(4):730-744.
[36]陈瑞,郑毓煌,刘文静.中介效应分析:原理、程序、Bootstrap方法及其应用[J].营销科学学报,2013,9(4):120-135.
[2]Burmann C, Riley N M, Halaszovich T, et al.Strategic Brand Management[M]// Identity-based Brand Management.Springer Gabler, Wiesbaden, 2017:91-172.
[3]Besharat A, Langan R.Towards the Formation of Consensus in the Domain of Co-branding: Current Findings and Future Priorities[J].Journal of Brand Management, 2014, 21(2):112-132.
[4]He H W, Balmer J M T.Alliance Brands: Building Corporate Brands Through Strategic Alliances?[J].Journal of Brand Management, 2006, 13(4/5):242-256.
[5]Huertas-García R, Lengler J, Consolación-Segura C.Co-branding Strategy in Cause-related Advertising: The Fit Between Brand and Cause[J].Journal of Product & Brand Management, 2017, 26(2):135-150.
[6]Schnittka O, Johnen M V,lckner F, et al.The Impact of Different Fit Dimensions on Spillover Effects in Brand Alliances[J].Journal of Business Economics, 2017, 87(111):1-27.
[7]李桂华,黄磊,卢宏亮.不同联合模式下的要素品牌属性评价效果研究——MPAA模型理论视角[J].华东经济管理,2015,29(3):164-170.
[8]Kostyra D S, Klapper D.Signaling Teamwork: How Brand Prominence in Brand Alliance Communication Can Influence Customer Perception[J].Journal of Research & Management, 2015, 37(2):69-78.
[9]Chiambaretto P, Gurau C, Roy F L.Co-opetive Branding: Definition, Typology, Benefits and Risks[J].Industrial Marketing Management, 2016, 57:86-96.
[10]Chiambaretto P, Gurau C.David by Goliath: What Is Co-branding and What Is in It for SMEs[J].International Journal of Entrepreneurship and Small Business, 2017, 31(1): 103-122.
[11]范秀成,张彤宇.论跨国公司的联合品牌战略[J].外国经济与管理,2003,(9):2-6,18.
[12]Newmeyer C E, Venkatesh R, Chatterjee R.Co-branding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines[J].Journal of the Academy of Marketing Science, 2014, 42(2):103-118.
[13]Yongki L, Soonho K, Gicheol B, et al.Effects of Influential Strategies on Closeness, Relationship Quality, and Cooperation: Franchisees' Perspectives in Food-service Industry.[J].Asia Pacific Journal of Tourism Research, 2016(Supp 1):1-26.
[14]黄维德,柯迪.社会关系强度对人力资本贬值的影响:工作压力与知识获取的中介作用[J].南开管理评论,2017,20(5):94-104.
[15]李桂华,黄磊.供应商创新能力、要素品牌价值与经营绩效关系研究[J].科技管理研究,2015,35(11):106-110.
[16]Shen B, Jung J, Chow P S, et al.Co-branding in Fast Fashion: The Impact of Consumers' Need for Uniqueness on Purchase Perception[M]// Fashion Branding and Consumer Behaviors.Springer New York, 2014:101-112.
[17]Lado N, Cesaroni F, Ho H-C, etal.The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury[M]// Obal M, Krey N, Bushardt C.Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era.Developments in Marketing Science: Proceedings of the Academy of Marketing Science.Springer, Cham, 2016:469-470.
[18]郑春东,陈雅,唐建生.感知契合度及其对品牌延伸评价影响的研究——一个基于E-PBE框架的综述[J].管理评论,2016,28(1):156-168
[19]郑春东,马珂,王寒.消费者特征对品牌延伸边界的影响研究——基于品牌联想的视角[J].管理评论,2016,28(7):130-142.
[20]Anderson N H.Foundations of Information Integration Theory[J].American Journal of Psychology, 1981, 95(4).
[21]Mohan M, Brown B P, Sichtmann C, et al.Perceived Globalness and Localness in B2B Brands: A co-branding Perspective[J].Industrial Marketing Management, 2018.
[22]Henderson G R, Iacobucci D, Calder B J.Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks[J].European Journal of Operational Research, 1998, 111(2):306-327.
[23]Simonin B L, Ruth J A.Is A Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes[J].Journal of Marketing Research, 1998, 35(1):30-42.
[24]Yang M.A Study on the Effect of Co-branding Strategy on Company's Brand Evaluation: Take Fast Fashion Industry for Example [D].Sun Yat-sen University, 2017.
[25]Chen C W, Lien N H.Consumer Evaluations of Service Co-branding[J].Service Industries Journal, 2018(3):1-22.
[26]Kalpesh K D, Kevin L K.The Effects of Ingredient Branding Strategies on Host Brand Extendibility[J].Journal of Marketing, 2002, 66(1):73-93.
[27]Cohen J B, Americus Reed I I.A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment[J].Journal of Consumer Research, 2006, 33(1):1-15.
[28]李桂华,黄磊.要素品牌价值对关系绩效的影响——采购商视角的研究[J].管理科学,2014,27(2):82-94.
[29]宁昌会,曹云仙子.成分品牌联合的溢出效应研究——品牌熟悉度和介入度的调节作用[J].中南财经政法大学学报,2016(2):122-129.
[30]Washburn J H, Till B D, Priluck R.Brand Alliance and Customer-based Brand-equity Effects[J].Psychology & Marketing, 2004, 21(7): 487-508.
[31]郭锐,严良,苏晨汀,周南.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”?[J].中国软科学,2010(2):132-141.
[32]唐生桂.产品伤害危机溢出效应应对策略效果研究[D].武汉大学,2017.
[33]马宝龙,程飞燕,步晶晶.品牌联盟对品牌资产的影响研究[J].营销科学学报,2014,10(2):121-138.
[34]Anthony K,Douglas B.Evaluating Marketplace Synergies of Ingredient Brand Alliances[J].International Journal of Research in Marketing, Available online 28 August 2018
[35]Geylani T, Inman J J, Hofstede F T.Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty[J].Marketing Science, 2008, 27(4):730-744.
[36]陈瑞,郑毓煌,刘文静.中介效应分析:原理、程序、Bootstrap方法及其应用[J].营销科学学报,2013,9(4):120-135.
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