In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,the degree of association,similarity,and complimentary fit between parents brands are important factors in determining successive brand alliance.By using the 5P's,which are premium price,perceived quality,product features,performance,and perceived image,as the measuring scale in brand attributes for each brand,it has reflected the change of brand attributes of the brands before and after brand alliance.400 subjects participate in the research,and 360 of which are valid.From this study,we conclude that when association between parents turns from "-" to "+" and similarity from "-" to "0",there is a trend of descending of co-brand attributes.When fit between parents turns from "-" to "0",there is also a trend of descending of co-brand attributes.While fit between parents turns from "+" to "0",there is a trend of increasing of co-brand attributes.The results show an interesting pattern of interactions among factors,which has important implications for managers in co-brand marketing.These also provide researchers with promising avenues for further study in brand alliance.
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