Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)

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

Authors
Yan Wang, Kun Wang
Corresponding Author
Kun Wang
Available Online July 2019.
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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Volume Title
Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2019
ISBN
978-94-6252-752-2
ISSN
2352-5398
DOI
10.2991/iccessh-19.2019.330How to use a DOI?
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/).

Cite this article

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  -