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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/117515
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/117515

    題名: Examining the impact of co-branding service failures on consumer evaluations
    作者: 李嘉林
    貢獻者: 企管系
    關鍵詞: Co-branding, Service failure, Spillover effect, Brand schema
    日期: 2017-08
    上傳時間: 2018-06-11 13:54:57 (UTC+8)
    摘要: Researchers do not fully understand consumers’ responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers’ brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers’ book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model is assumed, it is possible that one brand suffers while the other escapes the blame for the failure. To our knowledge, this is one of the first few studies to identify circumstances in which a negative spillover effect may or may not occur to brand partners in co-branding service failures.
    關聯: Asia Marketing Journal, pp.forthcoming
    資料類型: article
    DOI 連結: http://dx.doi.org/10.15830/amj.2017.19.3.19
    DOI: 10.15830/amj.2017.19.3.19
    顯示於類別:[企業管理學系] 期刊論文


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