Composite Branding Alliances: An Investigation of Extension and Feedback Effects

Park, C. Whan; Jun, Sung Youl; Shocker, Allan D.

doi:10.2307/3152216

Cited by 318 publications

(238 citation statements)

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“…Park et al (1996) demonstrate that cobranding by two favorably evaluated brands does not lead to a more favorably evaluated cobranded product, because of their redundancy and probably a ceiling effect. Therefore a brand with high equity has less to gain from an association with an organic label than one with less brand equity.…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

“…At the attribute level, Park et al (1996) demonstrate the importance of brands' complementarity for effective alliances. Brands are complementary when they have a common set of relevant attributes but differ in their attribute salience or performance.…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

“…However, brand equity transfers occur mainly when an individual brand cannot signal quality by itself (Rao and Ruekert 1994). Several research works examine cobranding efficiency (Geylani et al 2008;Janiszewski and Van Osselaer 2000;Park et al 1996). For example, Janiszewski and Van…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

“…As a global signal of quality, a brand also serves as a cue for evaluating or predicting performance on a set of relevant attributes (Park et al 1996), in parallel with the inferencemaking process for labels.…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

“…As Thøgersen (2002) noted, if other relevant information competes for the consumer's attention, consumers may easily fail to notice relevant labels in the buying situation. In particular, we investigate the combined effect of two cues, the label and the trade brand, according to a cobranding theoretical framework (Geylani et al 2008;Janiszewski and Van Osselaer 2000;Park et al 1996;Rao and Ruekert 1994;Rao et al 1999). We investigate the marginal value of an organic label that appears in combination with a brand, including whether that value varies for brands with high versus low equity.…”

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Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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International audienceAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed

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Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

mentioning

confidence: 99%

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Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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The Last Mile: An Examination of Effects of Online Retail Delivery Strategies on Consumers

Esper

Jensen

Turnipseed

et al. 2003

J of Business Logistics

194

209

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The Internet has provided businesses with a new channel of distribution. The development of this new channel has resulted in many new challenges for logistics decision makers in companies that sell to consumers over the Internet. Logistics and transportation service providers for these firms are now faced with many new challenges. Because consumers are increasingly using the Internet to purchase products that were originally sourced through traditional retail outlets, product delivery issues have become more salient to consumers. Logistics decision makers should focus on transportation and delivery issues as key components of online consumer satisfaction.The critical link between consumer-based Internet ordering and the delivery of the product to the consumer is often referred to as the final or last mile. The last mile, including product transportation, is frequently considered the most important element of the order fulfillment process (Bromage 2001). For example, 89% of online shoppers rate on-time delivery high in importance, second only to privacy issues (90%) (Yankelovich 2000). Additionally, 85% of buyers who receive their order on time would shop at the Internet merchant again compared to 33% who did not receive their order on time (ComputerWorld 1999). Thus, delivery-related issues have been shown to have a high level of importance to online shoppers.The continued growth of online consumer purchasing has clearly increased business-to-consumer shipments, and hence the direct-to-consumer deliveries of transportation carriers. The carrier is, in effect, the last impression of the Internet merchant's ability to fulfill an order. Therefore, the role of the carrier in the Internet transaction process is of potential tactical and/or strategic importance to logisticians within online merchant operations. However, there is little empirical research that has investigated carrier and delivery-related issues in an online purchasing context and their effects on JOURNAL

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Brand alliance and customer‐based brand‐equity effects

Washburn

Till

Priluck

2004

Psychology and Marketing

198

156

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This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer-based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations of an alliance brand; how the brand equity of one partner brand affects the other; how customer-based brand equity of the partner brands affects consumers' evaluations of the search, experience, and credence attribute performance of the alliance brand; and how product trial influences such evaluations. Results suggest that merely the act of pairing with another brand elevates consumers' evaluations of the partner brands' customerbased brand equity, and high-equity partners enhance pretrial evaluation of experience and credence attributes that are relevant to the high-equity partner. As hypothesized, product trial moderates the equity value of the alliance partner for experience attributes, and brand equity of the partner brands influences consumer perceptions of the alliance brand's equity.

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Composite Branding Alliances: An Investigation of Extension and Feedback Effects

Cited by 318 publications

References 0 publications

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

The Last Mile: An Examination of Effects of Online Retail Delivery Strategies on Consumers

Brand alliance and customer‐based brand‐equity effects

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