Co-branding:The Impact of Brand Positioning Strategies on Consumer Perceptions

作     者：Brenda Vanmeerbeek 

作者单位：上海交通大学 

学位级别：硕士

导师姓名：GU Mengdi

授予年度：2018年

学科分类：120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 12[管理学] 1202[管理学-工商管理] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 

摘      要：Purpose-The endless hunt for innovation in extreme competitive markets has forced companies to come up with new strategies to attract or keep their ***,cooperation between brands has become a common and profitable strategy and more particularly *** studies have suggested the role of brand positioning perceptions and the positioning perceptions of *** study aims to test those assumptions and therefore further investigate the impact of brand positioning strategies on consumer perceptions of ***/methodology/approach – The research represents a scenario-based experimental design using hypothetical brand alliances of existing and familiar *** order to validate and generalize the research,2 hypothetical brandpairings scenarios were integrated covering different types of *** purpose of the questionnaire was to collect consumer’s positioning perceptions of the partnering brands at three different stages;pre-alliance,during the alliance and post-alliance which represents our three hypotheses.H1: Pre-alliance positioning perceptions toward partner brands A and B are positively related to positioning perceptions of the cobrand AB.H2: Consumer post-alliance positioning perceptions of partner brands A and B are positively related to the positioning of cobrand AB.H3: Pre-alliance positioning perceptions of brand A and B are positively related to post – alliance positioning perceptions of brand A and *** perception of each stages was analyzed according to the consumer-derived generic typology of positioning *** data was collected through a quantitative questionnaire of 176 *** was analyzed with the use of the Pearson Product-Moment Correlation Coefficient（PPMC）which tested the assumptions with the examination of correlation or lack of correlation between the data sets for each of the partner brands pairings at the three data *** – This research demonstrated the influence of co-br