跨界产品整合度对品牌联合评价的影响研究
Study on the Influence of Cross-Border Product Integration Degree on Co-Branding Evaluation

近年来，品牌联合已经成为增强品牌活力的创新方式，其中跨界品牌联合更是在多元化时代下产生的一种特殊联合形式。企业如何提升品牌跨界联合效果是学术界的一个关注热点。面对众多跨界品牌联合时，品牌整合度大小的不同会使消费者产生不同的价值感知，从而影响消费者对品牌联合的评价。本文基于SOR理论和消费者感知价值理论，通过构建SOR模型来深入研究跨界联合产品整合度大小对品牌联合评价的影响。通过实证分析发现，整合度较高的跨界品牌联合相比于低整合度的更能够提高消费者对品牌联合的评价，其中消费者感知价值中介于跨界品牌联合整合度对品牌联合的评价。本文的研究结果有利于促进品牌联合形式对消费者评价的影响机制研究，并且对于企业进行品牌跨界营销具有实践意义。
In recent years, co-branding has become an innovative way to enhance brand vitality, among which cross-border co-branding is a special form of association in the era of diversification. How enterprises improve the effect of cross-border co-branding has become a hot topic in the academic community. In the face of many cross-border co-brandings, consumers will have different value perceptions due to the degree of brand integration, thus affecting consumers’ evaluation of co-branding. Based on SOR theory and consumer perceived value theory, this paper constructs SOR model to study the impact of cross-border association product integration degree on co-branding evaluation. Through empirical analysis, it is found that cross-border co-branding with higher integration degree can improve consumers’ evaluation of co-branding more than that with lower integration degree. Among them, consumer perceived value is mediated by the evaluation of the degree of cross-border co-branding integration on co-branding. The research results of this paper are conducive to promoting the research on the influence mechanism of co-branding forms on consumer evaluation, and have practical significance for enterprises to carry out cross-border brand marketing.