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| Concept Dimensions and Promotion Strategies of Couple Brand Compatibility in Family Consumption——Research Based on Grounded Theory |
| SUN Ru，LI Dongjin，ZHANG Yudong |
| Nankai University, Tianjin, China |
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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.
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Received: 09 July 2019
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