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https://ah.lib.nccu.edu.tw/handle/140.119/108878
題名: | Co-branding partner selection: The importance of belief revision | 作者: | 李嘉林 Lee, Chia-Lin;Decker, Reinhold |
貢獻者: | 企管系 | 關鍵詞: | belief-revision;book-keeping;co-branding;M31;partner selection;stereotype change;sub-typing | 日期: | Aug-2016 | 上傳時間: | 17-Apr-2017 | 摘要: | This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection. | 關聯: | Journal of Business Economics and Management, 17(4), 546-563 | 資料類型: | article | DOI: | http://dx.doi.org/10.3846/16111699.2016.1197848 |
Appears in Collections: | 期刊論文 |
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