Research on Co-branding Market Competition Strategy Based on Consumer's Evaluation

DOI

10.2991/iccessh-19.2019.330How to use a DOI?

Keywords

co-branding; consumer's evaluation; influence

Abstract

Based on the characteristics of low investment and quick effect, co-branding has been widely applied in the marketing circle, but it still faces enormous challenges. The traditional joint model with high asset and low popularity cannot keep pace with the increasingly diversified social environment. The two parties of the co-branding need to transform and upgrade the traditional brand association, stabilize the combination of high-asset brands and low-popularity brands, improve consumer's evaluation, and expand the influence of the association.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yan Wang
AU  - Kun Wang
PY  - 2019/07
DA  - 2019/07
TI  - Research on Co-branding Market Competition Strategy Based on Consumer's Evaluation
BT  - Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)
PB  - Atlantis Press
SP  - 1509
EP  - 1514
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-19.2019.330
DO  - 10.2991/iccessh-19.2019.330
ID  - Wang2019/07
ER  -