Technical standard alliance partner selection Empirical Study of the combined effect of the impact on the brand
|School||Central South University|
|Keywords||technical standards alliance partner selection brand alliance brand confidence customer involvement|
Technical standards alliance becomes the main form for enterprises to participate in the technical standards competition.It’s a hot topic today that how to establish a technical standards alliance and make the technology held by the alliances more widespread.The paper based on the partner selection of the technical standards alliance, and study affects which the characteristics of partner selection to the brand alliance.The paper based on the existing theory of the technical standards alliance partner selection, constructs four dimensions for alliance partner choices,which is technical capability, marketing capability, reputation and similarity. This paper established the model of technical standards partners choose to co-branding effect. Brand confidence used as the mediator variables.On one hand, the four dimension of the alliance partner selection can directly affect co-branding effects;on the other hands, it can indirectly affect co-branding effects through brand confidence. And the customer involvement is the moderate variable, which moderates the relationship between four dimension of the alliance partner selection and co-branding effects.In the empirical analysis, it firstly tests the scale’s reliability and validity by Cronbach’s Alpha modulus,CITC,Exploratory Factor Analysis and Confirmatory Factor Analysis.Then it uses the structural equation model to test the validity of the studying model,the explanatory ability of each variable, the effect modulus and significance on co-branding effects,which are given by the four dimension of the alliance partner selection, and the mediating effect of customer involvement. At last, by multiple regression analysis,it explores whether the customer involvement has a moderating effect on the relationship between the four dimension of the alliance partner selection and co-branding effects.The empirical results show that the technical capability, marketing capability, reputation and similarity of the alliance partner positively relates to co-branding effects,and brand confidence have a significant moderating effect.They also show that the customer involvement significantly moderates the relationship between technical capability of the partner and co-branding effects, and the relationship between reputation of partner and co-branding effects, but does not significantly moderate the relationship between marketing capability and co-branding effects, and the relationship between partner’s similarity and co-branding.The results of this study provide some theoretical guidance for technical standards alliance partners choice. Alliance should choose the partner carefully. The higher that the customer involvement level,the more attention should pay to the partners technical capabilities and reputation, and the degree of similarity between the partners also has a great impact on co-branding effect.