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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/74012

Title:	Could Co-Branding be a Double-Edged Sword for Brand Partners?
Authors:	李嘉林 Lee, Chia-Lin
Contributors:	企管系
Keywords:	Co-branding;Attribute-level Complementarity;Consumer-based Brand Equity;Spillover Effect;Product-fit
Date:	2014-01
Issue Date:	2015-03-24 18:50:59 (UTC+8)
Abstract:	From the viewpoint of consumer psychology, we argue that a key factor of co-branding success is a better product-fit in terms of attribute-level complementarity. The objective of this study is to investigate the impacts of attribute-level complementarity on co-branding success. We first define co-branding success, among others, as the occurrence of two effects, namely a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists in a horizontal co-branding setting, we test two hypotheses corresponding to each effect by using a perceptual Consumer-based Brand Equity (CBBE) measure in a laboratory experiment. The experimental results report that attribute-level complementarity may not lead to a “higher-value” co-branded product and may damage both brands’ equity. That is, the synergy and positive spillover effects may not always occur even under the scenario of a better product-fit. In sum, we find that a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for the allying brands. The present paper contributes to co-branding literature by showing the connection between affect-transfer of attribute beliefs and co-branding success. For brand managers, our CBBE measure provides an ex-ante evaluation of a proposed partnership.
Relation:	European Research Studies,
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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