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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/108877

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/108877

Title:	Is Co-branding A Double-edged Sword for Brand Partners?
Authors:	李嘉林 Lee, Chia-Lin
Contributors:	企管系
Keywords:	Studies;Brand equity;Impact analysis;Co-branding;Best practice
Date:	2014-12
Issue Date:	2017-04-17 11:34:00 (UTC+8)
Abstract:	Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attribute-level complementarity on co-branding success. We first define co-branding success, as one of two effects - a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists, we test two hypotheses that correspond to each effect by using a simple perceptual measure of consumer-based brand equity (CBBE) in a laboratory experiment. We find that, counterintuitively, attribute-level complementarity may not lead to a "higher-value" co-branded product and, in fact, may damage both brands` equity. That is, synergy and positive spillover effects may not always occur, even under the scenario of a good product-fit. Thus, a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for brand partners. The present paper demonstrates the connection between the affect-transfer of attribute beliefs and co-branding success. For brand managers, the proposed CBBE measure can provide an ex-ante evaluation of an intended partnership.
Relation:	European Research Studies, 17(4), 19-34
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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