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    题名: Is Co-branding A Double-edged Sword for Brand Partners?
    作者: 李嘉林
    Lee, Chia-Lin
    贡献者: 企管系
    关键词: Studies;Brand equity;Impact analysis;Co-branding;Best practice
    日期: 2014-12
    上传时间: 2017-04-17 11:34:00 (UTC+8)
    摘要: 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.
    關聯: European Research Studies, 17(4), 19-34
    数据类型: article
    显示于类别:[企業管理學系] 期刊論文

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