| Summary |
Cheng-Hsin Pan, 2008.07
Institute of Traffic and Transportation National Chiao Tung University
This paper presents a structural equation model for evaluation of co-branding in a given region, in this case, “achieving awareness” of co-branding for consuming electronic product. This evaluation model of co-branding is structured by fitness of each partner of co-brand and perception of consumers. Using the proposed model, results of questionnaire analysis indicate that perceived quality, perceived value and consumer attitude affect evaluation of co-branding the most, fitness is next. In addition, it is also observed that a brand could evaluate its own value by evaluating its own image whatever in image of enterprise or product, even in improving brand perception of consumers, in suggestion. |
