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DC Field | Value | Language |
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dc.contributor.author | Lee, Chia-Lin | - |
dc.date.accessioned | 2018-06-04T10:27:01Z | - |
dc.date.available | 2018-06-04T10:27:01Z | - |
dc.date.issued | 2014 | - |
dc.identifier.citation | Lee, C. (2014). Is co-branding a double-edged sword for brand partners? European Research Studies Journal, 17(4), 19-34. | en_GB |
dc.identifier.uri | https://www.um.edu.mt/library/oar//handle/123456789/30719 | - |
dc.description.abstract | 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 attributelevel 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 attributelevel 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. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | University of Piraeus. International Strategic Management Association | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Branding (Marketing) | en_GB |
dc.subject | Equity | en_GB |
dc.subject | Product management | en_GB |
dc.subject | Consumers' preferences | en_GB |
dc.title | Is co-branding a double-edged sword for brand partners? | en_GB |
dc.type | article | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
dc.publication.title | European Research Studies Journal | en_GB |
Appears in Collections: | European Research Studies Journal, Volume 17, Issue 4 |
Files in This Item:
File | Description | Size | Format | |
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ERSJ,_17(4)_-_A2.pdf | 181.55 kB | Adobe PDF | View/Open |
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