Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/108878
DC Field | Value | Language |
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dc.contributor | 企管系 | |
dc.creator | 李嘉林 | zh_TW |
dc.creator | Lee, Chia-Lin;Decker, Reinhold | |
dc.date | 2016-08 | |
dc.date.accessioned | 2017-04-17T03:34:16Z | - |
dc.date.available | 2017-04-17T03:34:16Z | - |
dc.date.issued | 2017-04-17T03:34:16Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/108878 | - |
dc.description.abstract | 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. | |
dc.format.extent | 161 bytes | - |
dc.format.mimetype | text/html | - |
dc.relation | Journal of Business Economics and Management, 17(4), 546-563 | |
dc.subject | belief-revision;book-keeping;co-branding;M31;partner selection;stereotype change;sub-typing | |
dc.title | Co-branding partner selection: The importance of belief revision | |
dc.type | article | |
dc.identifier.doi | 10.3846/16111699.2016.1197848 | |
dc.doi.uri | http://dx.doi.org/10.3846/16111699.2016.1197848 | |
item.grantfulltext | restricted | - |
item.openairetype | article | - |
item.cerifentitytype | Publications | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.fulltext | With Fulltext | - |
Appears in Collections: | 期刊論文 |
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