%0 Journal Article
%T Influencing Factors Analysis of Co-Branding Fit Degree Based on Niche Trend Theory
%A Huili YAO
%A Xin WANG
%A Juan CHU
%J International Business and Management
%D 2012
%I 
%R 10.3968/j.ibm.1923842820120502.1035
%X On the basis of related research results, the paper defines Co-Branding Fit Degree as the consistent degree in brand image, target market and market position among partner brands. According to Niche Trend Theory, three dimensions of Co-Branding Fit Degree, i.e. brand image, target market and market position, each one can be seen as a comprehensiveness of state and potential. So the paper analyzes the influencing factors of brand image, target market and market position from ¡°state¡± and ¡°potential¡± based on Niche Trend Theory, establishes relationship model of Co-Branding Fit Degree¡¯s influencing factors and does a detailed analysis of influencing factors. These studies can provide reference to the enterprises which implement co-branding strategy. They can help enterprises to understand the connotation and influencing factors of Co-Branding Fit Degree. Enterprises may evaluate Co-Branding Fit Degree based on these factors. The research provides prerequisite for successful implementation of Co-Branding strategy. Key words: Co-Branding; Co-Branding Fit Degree; Niche Trend Theory; Influencing factors; Brand partnership
%K Co-Branding
%K Co-Branding Fit Degree
%K Niche Trend Theory
%K Influencing factors
%K Brand partnership
%U http://cscanada.net/index.php/ibm/article/view/3006