中文摘要：

品牌联合作为提升品牌资产的一种有效手段,在国外已得到广泛验证。然而,我国与西方的消费环境不尽相同,品牌联合能否带来同样的市场效应尚待检验。采用焦点小组访谈的方法,对真实存在的不知名品牌与知名品牌联合进行探索性研究,结果表明：（1）不知名与知名品牌联合效应的获取难于知名品牌之间的联合;（2）不知名与知名品牌的联合对联合品牌的品牌认知、感知质量、品牌联想和购买意愿均有不同程度的提升作用,但难以改善其品牌信任;（3）参与联合的不知名品牌和知名品牌均可从中获益;（4）受广告宣传策略、合作品牌知名度、合作品牌之间的匹配性以及联合品牌价格等多方面因素的影响,品牌联合效应分别会出现1＋1〉1、1＋1=1和1＋1〈1等三种情形。

英文摘要：

It has been widely accepted by western researchers that brand alliance is one of the most effective ways to improve brand equity. However, the brand alliance effect to Chinese markets where the consumer environment differs from that of the West need to be tested. Through focus group interview, this paper conducts an exploratory research on the existing brand alliances between unknown and well-known brands. The findings demonstrate that （ 1 ） the effects of alliances between unknown and well-known brands are more difficult to obtain than those of alliances between well-known brands; （2） the unknown and well- known brands alliances can enhance brand awareness, perceived quality, brand association and purchase intention of co-brand to a certain extent, while it is hard to improve co-brand trust; （ 3 ） both brand partners can benefit from the unknown and well-known alliance and （4） the alliance effects may turn out to be 1 ＋ 1 〉 1, 1 ＋ 1 = 1, or 1 ＋ 1 〈 1 due to different advertising strategies, awareness of partners, fitness between partners, price of co -brand, etc.