Influencing Factors Analysis of Co-Branding Fit Degree Based on Niche Trend Theory

Huili YAO, Xin WANG, Juan CHU

Abstract


On the basis of related research results, the paper defines Co-Branding Fit Degree as the consistent degree in brand image, target market and market position among partner brands. According to Niche Trend Theory, three dimensions of Co-Branding Fit Degree, i.e. brand image, target market and market position, each one can be seen as a comprehensiveness of state and potential. So the paper analyzes the influencing factors of brand image, target market and market position from “state” and “potential” based on Niche Trend Theory, establishes relationship model of Co-Branding Fit Degree’s influencing factors and does a detailed analysis of influencing factors. These studies can provide reference to the enterprises which implement co-branding strategy. They can help enterprises to understand the connotation and influencing factors of Co-Branding Fit Degree. Enterprises may evaluate Co-Branding Fit Degree based on these factors. The research provides prerequisite for successful implementation of Co-Branding strategy.

Key words: Co-Branding; Co-Branding Fit Degree; Niche Trend Theory; Influencing factors; Brand partnership


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