The Research on the Influence Mechanism of Interpretation Strategy Selection Based on Co-branding Type on Consumer Evaluation of New Product

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Journal of Central University of Finance & Economics ›› 2021, Vol. 0 ›› Issue (4) : 93-100.

SUN Guo-hui, LIU Pei

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Abstract

According to the type of co-branding,enterprises can choose appropriate and effective interpretatioin strategies to obtain consumers’ positive response to new products of co-branding,which can effectively enhance the market competitiveness.Previous researches on consumers' reaction to the new products of co-branding mostly focused on the influence of brand factors,such as the matching degree,correlation degree,closeness degree and brand awareness.But the influence of co-branding promotion strategy selection has been ignored.Based on the concept combination theory and information processing fluency theory,this study explores the difference and influence mechanism of different interpretation strategies on consumer’ new products evaluation according to the type of co-branding.The results showed that attribute interpretation strategy is beneficial to improve consumers' evaluation of new products under categorical similarity co-branding,and relation interpretation strategy is beneficial to improve consumers' evaluation of new products under thematic similarity co-branding.Information processing fluency plays a mediating role in the interaction between co-branding type and interpretation strategy on the influence of new product evaluation.This study reveals the internal mechanism of consumers' response to co-branding and draws the corresponding conclusions,which is a beneficial extension to the research of co-branding theory,and enriches the existing literature on the selection of interpretation strategy and consumers' new product evaluation in co-branding.The findings also provide theoretical support and management implications for enterprises' practical activities such as how to choose interpretation strategies according to co-branding types and how to improve consumers' praise for new products.

Key words

Co-branding / Categorical similarity / Thematic similarity / Attribute interpretation strategy / Relation interpretation strategy / Information processing fluency

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SUN Guo-hui, LIU Pei. The Research on the Influence Mechanism of Interpretation Strategy Selection Based on Co-branding Type on Consumer Evaluation of New Product[J]. Journal of Central University of Finance & Economics, 2021, 0(4): 93-100

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