International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Research on the Relationship Model between Ingredient Co-Branding Image and Purchasing Intentions
Hui-Lu, Hong-Yan Hu, Shou-Zhong Hu

The thesis develops its argument from two perspectives: “building a relationship model between ingredient cobranding image and consumers’ purchasing intentions” and “quantitatively analyses the model using the data of the case”. SPSS18.0 and AMOS17.0 software were used to test reliability and validity, factor analysis and the test assume that the relationship of adaptation degree of the research data. And through the model correction, we get the best fit degree relationship model between ingredient co-branding image and consumers’ purchasing intentions, and then we can provide evidence for the enterprise to make self-assessment and set the correct industry chain cooperation marketing strategy.

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