| dc.contributor | 企管系 | - |
| dc.creator (作者) | 李嘉林 | - |
| dc.creator (作者) | Lee, Chia-Lin | - |
| dc.date (日期) | 2016-10 | - |
| dc.date.accessioned | 20-Apr-2017 14:45:09 (UTC+8) | - |
| dc.date.available | 20-Apr-2017 14:45:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Apr-2017 14:45:09 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/108975 | - |
| dc.description.abstract (摘要) | Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance. | - |
| dc.format.extent | 122 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Asia Marketing Journal, 18(3), 19-34 | - |
| dc.subject (關鍵詞) | Co-branding, Product Involvement, Reciprocal Effect | - |
| dc.title (題名) | The impact of product involvement on reciprocal effect in co-branding | - |
| dc.type (資料類型) | article | - |
| dc.identifier.doi (DOI) | 10.15830/amj.2016.18.3.19 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.15830/amj.2016.18.3.19 | - |
