MATEC Web Conf.
Volume 100, 201713th Global Congress on Manufacturing and Management (GCMM 2016)
|Number of page(s)||7|
|Section||Part 5: Management Engineering|
|Published online||08 March 2017|
Study on Co-branding Strategy- Dongfeng Yueda Kia as Example
1 Nanchang Hongkong University, Nanchang, Jiangxi 330063, China
2 Jiangxi University of Finance and Economics,, Nanchang, Jiangxi 330013, China
* Corresponding Email: firstname.lastname@example.org
Owing to the fact that the science and technology is developed increasingly, the product life cycle trend to shorten. Under this fierce competition, enterprises have to launch new product quickly in order to survive. Now, a growing number of enterprises release the new product based on existing brands, which has been successful. The status quo of joint brand strategy, combined with the co-branding of Dongfeng Yueda Kia, has been analyzed by regression analysis method. By doing empirical validation through developing the theory model, the result concluded that product compatibility and brand compatibility have a noticeable impact on co-branding evaluation. At the same time, the attribute of product has also some adjusting impact. That is, when enterprises develop a joint brand strategy, the attribute of product should be concerned. The paper put forward recommendations and solutions about how to improve a joint brand strategy from enterprises choosing partners, consumer’s perception to co-branding.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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