本文通过构建基于消费者视角的概念模型,采用实验法研究品牌联盟对品牌资产的影响。研究结果表明:联盟前合伙品牌的品牌资产、合伙品牌的产品匹配度和品牌匹配度与联盟品牌评价存在正向关系;联盟品牌评价和联盟前合伙品牌的品牌资产均正向影响联盟后合伙品牌的品牌资产;在不对称品牌联盟中,与强势品牌相比,弱势品牌的溢出效应更大。 This article constructs a conceptual model based on consumer perspective and uses the experimental method to study the impact of brand alliance on brand equity. The results show that there is a positive relationship between product brand matching and brand match degree of the pre-alliance partner brand and alliance brand evaluation. The evaluation of the alliance brand and the brand equity of the pre-alliance partner brand positively affect the post-alliance partner brand Of the brand equity; in the asymmetric brand alliance, the weak brand spillover effect is greater than that of the strong brand.