Abstract：Couple brand compatibility in family consumption has an important impact on the family purchase happiness. In this study, using grounded theory and empirical test, we explored concept dimensions and promotion strategies of couple brand compatibility in family consumption. According to the result, it shows that couple brand compatibility includes utility compatibility, moral compatibility and cognitive compatibility. Among them, utility compatibility includes functional operation consensus, design aesthetic consensus and price acceptability consensus; moral compatibility includes safety and security consensus, green and healthy consensus and reliable information consensus; and cognitive compatibility includes political belief consensus, status symbol consensus and quality image consensus.
孙茹，李东进，张宇东. 基于扎根理论的家庭消费中夫妻品牌兼容性的概念维度及提升策略研究[J]. 管理学报, 2021, 18(3): 410-.
SUN Ru，LI Dongjin，ZHANG Yudong. Concept Dimensions and Promotion Strategies of Couple Brand Compatibility in Family Consumption——Research Based on Grounded Theory. Chinese Journal of Management, 2021, 18(3): 410-.
