The purpose of this paper is to explore key factors driving four types of brand relationships, which will explain the reasons why different relationships can form in theory and direct brand managers to build brand relationships in practice.
A sample of 702 data was collected through four branch scales. The empirical methods of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used in turn to extract the key factors driving every kind of brand relationships.
The conclusion is that the established instrument relationships are driven by three factors which are: sociogroup pressure, condition restriction and saving the existing; the established emotion relationships are driven by four factors which are company reputation, approval of geography, approval of authority and word of mouth; the acquired instrument relationships are driven by three factors which are low price, brand homogeneity and attempt on new products: and the acquired emotion relationships are driven by six factors which are brand meaning, the staffs' service, marketing promotion, product design, product value and brand element.
There were three limitations in this research. First, the limitation of the sample structure decided this research as an exploratory one. Second, this research only adopted a static perspective although a relationship is a dynamic concept. Third, a few items were not drawn up appropriately so that the fitness of a few models was not perfect.
The formation mechanisms of different brand relationships have not been entirely explored in the former literatures. Based on a new sortation theory of four brand relationships in China, this research exploratorily put forward the completed key factors driving every kind of relationships.
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