不對稱品牌聯盟對弱勢品牌稀釋研究: "攀龍附鳳" 還是"引火燒身"?

This study uses least mean squares connectionist model to demonstrate empirically that asymmetrical brand alliances can result in potential dilution on weak brands paired.Meanwhile,the experiments draw conclusions that the dilution does exist and brand complementarity and business diversification can moderate and relieve the negative impact of asymmetrical brand alliances on the weak partners.These findings warn Chinese brand managers of the bad results from the prevalent co-branding with international strong brand,that is,the dilution from the strong partners on Chinese weak brands.