Co‐branding: brand equity and trial effects

Washburn, Judith H.; Till, Brian D.; Priluck, Randi

doi:10.1108/07363760010357796

Cited by 280 publications

(249 citation statements)

References 21 publications

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“…In terms of theoretical contribution, this paper makes an original connection between four topics: motivations of inter-industry creative collaborations (Blackett and Boad, 1999;Dorozola and Kohlbrenner, 2008;Breckenfeld, 2009;Washburn et al, 2000), major category assets of consumer-based brand equity (Aaker, 1996), consumers' attitudes towards inter-industry creative collaborations ( James, 2006) and the creative and emotional elements of luxury fashion (Tungate, 2009;Chadha and Husband, 2006;Okonkwo, 2007;Thomas, 1993). It provides a useful starting point for further empirical research to test the validity and reliability of the model outside of the stated cases.…”

Section: Discussionmentioning

confidence: 99%

“…The emotional nature of such partnerships focuses this paper on marketing objectives that motivate business collaboration, notably to generate a point of differentiation (Washburn et al, 2000;Aaker, 1996); to increase the influence of a brand (Blackett and Boad, 1999;Dorozola and Kohlbrenner, 2008;Breckenfeld, 2009); and to enter new product categories (Blackett and Boad, 1999;Aaker, 1996). Dorozala and Kohlbrenner (2008) identified diverse types of fit between partners participating in a business collaboration: objective fit, value fit, market fit, target group fit, image fit and status fit.…”

Section: Objectives Driving Inter-industry Creative Collaborationsmentioning

confidence: 99%

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Inter-industry creative collaborations incorporating luxury fashion brands

Alexander

Contreras

2016

Journal of Fashion Marketing and Management

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Purpose This paper conceives the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers' attitudes towards this kind of partnership. The study analyses consumer-based brand equity and links them to inter-industry creative collaborations within the luxury fashion industry. Design/methodology/approachResearch was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data was obtained using semi-structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross-case conclusions to be drawn. FindingsThe research proposes the existence of a direct relationship between the consumer-based brand equity effects and consumers' attitudes towards inter-industry creative collaborations. This research not only proves the existence of the stated relationship but also generates a theoretical framework that specifically analyses inter-industry creative collaboration involving luxury fashion brands. Research limitations/implicationsThe usage of convenience sampling limited consumer participants to individuals who considered themselves luxury fashion consumers. In addition, the findings are limited to London, UK and cannot be generalised outside the examined cases. That said, the research provides a useful starting point for further empirical research to test the validity and reliability of the model outside of the stated cases. Practical implicationsThe proposed theoretical framework serves as a practical guide for luxury managers to assess the planning and execution of inter-industry creative collaborations conducted by their brands. Originality/valueThe research makes a contribution to brand management literature by creating a connection between four topics of academic research: motivations of inter-industry creative collaborations; consumer-based brand equity; consumers' attitudes towards inter-industry creative collaborations; and the creative and emotional elements of luxury fashion.

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Section: Discussionmentioning

confidence: 99%

Section: Objectives Driving Inter-industry Creative Collaborationsmentioning

confidence: 99%

Inter-industry creative collaborations incorporating luxury fashion brands

Alexander

Contreras

2016

Journal of Fashion Marketing and Management

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“…Co-branding with sustainability labels creates added value for the customer (Sorsa and Kettunen, 2015). Co-branding is an accepted method that the marketers often take resort to in trying to transfer the positive associations of the partner brands to a newly formed co-brand (Washburn et al, 2000). The consumer is not, however, the end of the process because of the environment degradation and other impacts.…”

Section: Sustainable Engagement In a Value Chainmentioning

confidence: 99%

Sustainable Engagement in Stakeholder Relationships: Crafting a Stakeholder Map

Kettunen¹,

Chaudhuri²

2017

jmi

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AbstrakTujuan paper ini adalah untuk menyajikan teori sustainable engagement dalam hubungan pemangku kepentingan perusahaan dan mengembangkan peta pemangku kepentingan untuk menemukan bentuk lingkaran keberlanjutan. Penelitian ini menggunakan pendekatan grafi s berdasarkan pendekatan balanced scorecard untuk menyajikan sustainable engagement hubungan pemangku kepentingan. Paper ini menerapkan konsep sustainable engagement dalam rantai nilai dan meluas ke lingkaran proses. Paper ini juga menyajikan peta pemangku kepentingan yang komprehensif untuk identifi kasi pemangku kepentingan yang paling signifi kan dari suatu perusahaan. Peta pemangku kepentingan dapat digunakan untuk representasi grafi s dari lingkaran proses, ekonomi, pembelajaran dan dampak. Kerangka kerja yang disajikan dalam makalah ini berguna bagi perusahaan yang ingin mengidentifi kasi pemangku kepentingan yang paling penting dan mempromosikan sustainable engagement dengan para pemangku kepentingannya untuk menciptakan nilai dan mempertahankan dalam jangka panjang.Kata kunci: Keberlanjutan, rantai nilai, ekonomi sirkular, pemangku kepentingan, balanced scorecard. AbstractThe purpose of this paper is to present the theory of sustainable engagement in the stakeholder relationships of enterprises and develop a stakeholder map to fi nd the circular forms of sustainability. This study uses a graphical approach based on the balanced scorecard approach to present the sustainable engagement of stakeholder relationships. The paper applies the concept of sustainable engagement in the value chain and extends it to circular processes. The paper also presents the comprehensive stakeholder map for the identifi cation of the most signifi cant stakeholders of an enterprise. The stakeholder map can be used for the graphical representation of circular processes, economy, learning and impact. The framework presented in the paper is useful for enterprises which want to identify its most important stakeholders and promote sustainable engagement with its stakeholders to create value and sustain in the long run.

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“…Brand equity is a strategic imperative for many organisations, particularly those, such as mobile phone manufacturers that operate in highly competitive and dynamic industries (Washburn, Till & Priluck, 2000;Yoo, Donthu & Lee, 2000;Kabadayi, Aygün & Çipli, 2007). The concept of brand equity may be viewed from two broad perspectives -the financialbased perspective and the consumer-based perspective (Lasser, Mittal & Sharma, 1995;Wood, 2000;Pappu, Quester & Cooksey, 2005).…”

Section: Relationship Between Social Image Brand Trust Brand Loyaltmentioning

confidence: 99%

Influence of Social Image and Brand Trust on Mobile Phone Brand Equity amongst African Generation Y Students

Roets¹,

Bevan-Dye²,

Viljoen

2014

MJSS

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In the highly competitive business landscape of the 21st century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers' brand identification, trust in the superiority of the brand and their perceptions of the social esteem that use of the brand signals The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. As the first generation to

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Co‐branding: brand equity and trial effects

Cited by 280 publications

References 21 publications

Inter-industry creative collaborations incorporating luxury fashion brands

Inter-industry creative collaborations incorporating luxury fashion brands

Sustainable Engagement in Stakeholder Relationships: Crafting a Stakeholder Map

Influence of Social Image and Brand Trust on Mobile Phone Brand Equity amongst African Generation Y Students

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