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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/71103

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题名:	Modeling the Effect of Belief Revisions on the Success of Co-branding
作者:	Lee, Chia-Lin;Reinhold Decker
贡献者:	企管系
关键词:	Belief revision;success of co-branding;consumer evaluations;mathematical modelling in marketing
日期:	2009.07
上传时间:	2014-11-04 15:40:25 (UTC+8)
摘要:	This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model is adapted in order to investigate (1) the influence of belief revisions on the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the partnering brands) and (2) the existence of an ideal situation that ensures the success. The resulting propositions show that belief revisions can affect a brandï¿½s intention with respect to a co-branding partnership. A simulation study demonstrates that an ideal situation exists when the partnering brands are similar in the magnitude of customersï¿½ belief revision, brand reputation, and customer loyalty. The present paper advances existing knowledge by relating the success of co-branding partnerships to consumer evaluations. Managerial implications and future research directions are also discussed.
關聯:	Journal of Applied Economic Sciences, 4(2), 222-235
数据类型:	article
显示于类别:	[企業管理學系] 期刊論文

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