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題名 Could Co-Branding be a Double-Edged Sword for Brand Partners?
作者 李嘉林
Lee, Chia-Lin
貢獻者 企管系
關鍵詞 Co-branding;Attribute-level Complementarity;Consumer-based Brand Equity;Spillover Effect;Product-fit
日期 2014-01
上傳時間 24-Mar-2015 18:50:59 (UTC+8)
摘要 From the viewpoint of consumer psychology, we argue that a key factor of co-branding success is a better product-fit in terms of attribute-level complementarity. The objective of this study is to investigate the impacts of attribute-level complementarity on co-branding success. We first define co-branding success, among others, as the occurrence of two effects, namely a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists in a horizontal co-branding setting, we test two hypotheses corresponding to each effect by using a perceptual Consumer-based Brand Equity (CBBE) measure in a laboratory experiment. The experimental results report that attribute-level complementarity may not lead to a “higher-value” co-branded product and may damage both brands’ equity. That is, the synergy and positive spillover effects may not always occur even under the scenario of a better product-fit. In sum, we find that a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for the allying brands. The present paper contributes to co-branding literature by showing the connection between affect-transfer of attribute beliefs and co-branding success. For brand managers, our CBBE measure provides an ex-ante evaluation of a proposed partnership.
關聯 European Research Studies,
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) 2014-01
dc.date.accessioned 24-Mar-2015 18:50:59 (UTC+8)-
dc.date.available 24-Mar-2015 18:50:59 (UTC+8)-
dc.date.issued (上傳時間) 24-Mar-2015 18:50:59 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/74012-
dc.description.abstract (摘要) From the viewpoint of consumer psychology, we argue that a key factor of co-branding success is a better product-fit in terms of attribute-level complementarity. The objective of this study is to investigate the impacts of attribute-level complementarity on co-branding success. We first define co-branding success, among others, as the occurrence of two effects, namely a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists in a horizontal co-branding setting, we test two hypotheses corresponding to each effect by using a perceptual Consumer-based Brand Equity (CBBE) measure in a laboratory experiment. The experimental results report that attribute-level complementarity may not lead to a “higher-value” co-branded product and may damage both brands’ equity. That is, the synergy and positive spillover effects may not always occur even under the scenario of a better product-fit. In sum, we find that a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for the allying brands. The present paper contributes to co-branding literature by showing the connection between affect-transfer of attribute beliefs and co-branding success. For brand managers, our CBBE measure provides an ex-ante evaluation of a proposed partnership.
dc.format.extent 122 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) European Research Studies,
dc.subject (關鍵詞) Co-branding;Attribute-level Complementarity;Consumer-based Brand Equity;Spillover Effect;Product-fit
dc.title (題名) Could Co-Branding be a Double-Edged Sword for Brand Partners?
dc.type (資料類型) articleen