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題名 Is Co-branding A Double-edged Sword for Brand Partners? 作者 李嘉林
Lee, Chia-Lin貢獻者 企管系 關鍵詞 Studies;Brand equity;Impact analysis;Co-branding;Best practice 日期 2014-12 上傳時間 17-Apr-2017 11:34:00 (UTC+8) 摘要 Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attribute-level complementarity on co-branding success. We first define co-branding success, as one of two effects - a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists, we test two hypotheses that correspond to each effect by using a simple perceptual measure of consumer-based brand equity (CBBE) in a laboratory experiment. We find that, counterintuitively, attribute-level complementarity may not lead to a "higher-value" co-branded product and, in fact, may damage both brands` equity. That is, synergy and positive spillover effects may not always occur, even under the scenario of a good product-fit. Thus, a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for brand partners. The present paper demonstrates the connection between the affect-transfer of attribute beliefs and co-branding success. For brand managers, the proposed CBBE measure can provide an ex-ante evaluation of an intended partnership. 關聯 European Research Studies, 17(4), 19-34 資料類型 article dc.contributor 企管系 dc.creator (作者) 李嘉林 zh_TW dc.creator (作者) Lee, Chia-Lin dc.date (日期) 2014-12 dc.date.accessioned 17-Apr-2017 11:34:00 (UTC+8) - dc.date.available 17-Apr-2017 11:34:00 (UTC+8) - dc.date.issued (上傳時間) 17-Apr-2017 11:34:00 (UTC+8) - dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/108877 - dc.description.abstract (摘要) Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attribute-level complementarity on co-branding success. We first define co-branding success, as one of two effects - a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists, we test two hypotheses that correspond to each effect by using a simple perceptual measure of consumer-based brand equity (CBBE) in a laboratory experiment. We find that, counterintuitively, attribute-level complementarity may not lead to a "higher-value" co-branded product and, in fact, may damage both brands` equity. That is, synergy and positive spillover effects may not always occur, even under the scenario of a good product-fit. Thus, a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for brand partners. The present paper demonstrates the connection between the affect-transfer of attribute beliefs and co-branding success. For brand managers, the proposed CBBE measure can provide an ex-ante evaluation of an intended partnership. dc.format.extent 188705 bytes - dc.format.mimetype application/pdf - dc.relation (關聯) European Research Studies, 17(4), 19-34 dc.subject (關鍵詞) Studies;Brand equity;Impact analysis;Co-branding;Best practice dc.title (題名) Is Co-branding A Double-edged Sword for Brand Partners? dc.type (資料類型) article
