RESEARCH ON IMPACT FACTORS OF THE MIXED-BRAND STRATEGY ON CONSUMER’S EVALUATION OF PRODUCTS

摘要

In recent years, as the market competition is rather fierce and the resources within the companies are lim ited, more and more companies adopt the mixed brand strategy, that is, the strategy of using the corporate brand to endorse the individual product brands, after issuing new products. This research mainly studies the mixed-brand strategy, discussing how it influences consumers’evaluations and preferences of the products from the perspective of consumers’recognition. The research discovers that the number of product categories under the corporate brand has no obvious impact on the effectiveness of mixed-brand strategy;and that the cor porate brand strength and the goodness of fit between the company and its product categories have a notable im pact on the effectiveness of mixed-brand strategy;and that there is no remarkable interaction between the cor porate brand strength and the goodness of fit of product categories.