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

Huili YAO, Xin WANG, Juan CHU


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


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

Full Text:



Biel L. A. (1993). How Brand Image Drives Brand Equity. Journal of Advertising Research, 66(3), 177-198.

GUO, X. Y., LV, J. X., & WU, X. M. (2006). The Approaches to Brand Image Evaluation. Commercial Research, 22(3), 60-63.

JIANG, Q. Y., & CHEN, Z. H. (2007). Expanding the Psychological Boundaries of Brand Extension — The Mechanism of Brand Personality in Consumer Brand Extension Attitude Formation. Shanghai: Fudan University, China.

LI, H., & WEN, H. L. (2010). The Influence of Brand Matching on Brand Alliance Effect. Operation and Management, 4(9), 84-86.

LIU, J. E., & ZHANG, H. L. (2007). Target Market Selection Research Based on the Method of Entropy Weighting Ideal Point. China Management Informationization, 4(2), 2-16.

MAO, R. F. (2003). The Road to co-branding. Enterprise Management, 2(4), 43-45.

SAMU, S. H., KRISHNAN, S., & SMITH, R. E. (1999). Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarities and Promotional Strategies. Journal of Marketing, 63(1), 57-74.

WU, F., & LU, J. (2010). The Impact of Alliance Fitness on Co-Branding Evaluation. Journal of Business Economics, 225(7), 63-71.

XU, J. N. (2005). Alliance Brand. Journal of Jiangxi University of Finance and Economics, 18(4), 38-41.

YAN, A. M. (2007). Research on Construction of Evaluation Indexes and Model of Organization Niche. Science & Technology Progress and Policy, 30(7), 136-137.

YAO, H. L., & ZENG, R. (2008). Brand Niche Evaluation Index System Design Based on Ecological Niche Theory. Enterprise Economy, 333(5), 56-59.

ZHU, C. Q. (1997). Ecological Niche Theory and Expansion Hypothesis. Journal of Ecology, 23(3), 324-332.



  • There are currently no refbacks.

Copyright (c)

Share us to:   


  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.

We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:;;

 Articles published in International Business and Management are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138 
Website: Http:// Http://

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures