| dc.contributor | 企管系 | en_US |
| dc.creator (作者) | Lee, Chia-Lin ;Reinhold Decker | en_US |
| dc.date (日期) | 2009.07 | en_US |
| dc.date.accessioned | 4-Nov-2014 15:40:25 (UTC+8) | - |
| dc.date.available | 4-Nov-2014 15:40:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Nov-2014 15:40:25 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/71103 | - |
| dc.description.abstract (摘要) | This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model is adapted in order to investigate (1) the influence of belief revisions on the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the partnering brands) and (2) the existence of an ideal situation that ensures the success. The resulting propositions show that belief revisions can affect a brand�s intention with respect to a co-branding partnership. A simulation study demonstrates that an ideal situation exists when the partnering brands are similar in the magnitude of customers� belief revision, brand reputation, and customer loyalty. The present paper advances existing knowledge by relating the success of co-branding partnerships to consumer evaluations. Managerial implications and future research directions are also discussed. | en_US |
| dc.format.extent | 372086 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Applied Economic Sciences, 4(2), 222-235 | en_US |
| dc.subject (關鍵詞) | Belief revision; success of co-branding; consumer evaluations; mathematical modelling in marketing | en_US |
| dc.title (題名) | Modeling the Effect of Belief Revisions on the Success of Co-branding | en_US |
| dc.type (資料類型) | article | en |
