联合匹配性对联合品牌评价的影响研究

大量研究表明联合匹配性是影响品牌联合效应最为关键的因素，然而联合匹配性究竟如何影响联合品牌评价却少有研究涉及。文章从Keller的品牌联想模型出发，通过剖析联合匹配性的基本内涵，构建了联合匹配性二维结构，通过实验研究法检验了联合匹配性的维度结构及其对联合品牌评价的影响。结果表明，联合匹配性主要体现在产品功能互补和品牌形象一致二维度，联合匹配性的二维度均对联合品牌评价有着积极影响，但二维度对联合品牌评价影响的方式和结果有所不同。

The Impact of Alliance Fitness on Co-branding Evaluation

It has been widely proved that alliance fitness is the key determinant of brand alliance effect. However, little is known about how fitness affects the evaluation of co-branding. Based on Keller’s (1993) classic brand association model, this paper identifies the meaning of alliance fitness and puts forward a two-dimension structure for fitness, then tests the effectiveness of the structure and its impact on co-branding evaluation with experimental approach. Results indicate that alliance fitness consists of two dimensions, namely product feature complementation and brand image congruence, and both dimensions have a positive influence on the evaluation of co-branding, while the way and results of the impact differ between them.