| dc.contributor | 企管系 | |
| dc.creator (作者) | 李嘉林 | zh_TW |
| dc.creator (作者) | Lee, Chia-Lin;Decker, Reinhold | |
| dc.date (日期) | 2016-08 | |
| dc.date.accessioned | 17-Apr-2017 11:34:16 (UTC+8) | - |
| dc.date.available | 17-Apr-2017 11:34:16 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2017 11:34:16 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/108878 | - |
| dc.description.abstract (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. | |
| dc.format.extent | 161 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Journal of Business Economics and Management, 17(4), 546-563 | |
| dc.subject (關鍵詞) | belief-revision;book-keeping;co-branding;M31;partner selection;stereotype change;sub-typing | |
| dc.title (題名) | Co-branding partner selection: The importance of belief revision | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.3846/16111699.2016.1197848 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.3846/16111699.2016.1197848 | |
