It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products

Network position and tourism firms' co-branding practice

“…In unreported analyses, we tested the relationship between co-branding and firm performance (measured as perceived profit or sales growth compared with competitors), but the analyses yielded negligible and insignificant results. This may be in contrast to our previous argument that co-branding is a source of positive synergies in a destination context (Dioko & So, 2012;Tasci & Guillet, 2011) through transfer or spillover effects (Park et al, 1996;Simonin & Ruth, 1998). However, a potential positive effect of co-branding on performance may be more likely at the destination level than at the firm level.…”

“…Tasci and Guillet (2011), in an experimental study on hotel and restaurant co-branding, find positive synergies for both parent brands. Tasci and Denizci (2010) find in a cross-sectional study that co-branding between hotels and retail brands can have positive synergies, but that brand familiarity is important for this outcome.…”

“…Well-connected firms can act as catalysts for information sharing and become transmitters of interfirm learning (Aarstad, Ness, & Haugland, 2015). Research indicates that co-branding can be a source of positive synergies in a destination context (Dioko & So, 2012;Niininen et al, 2007;Tasci & Guillet, 2011), and it is likely that these central firms in the extended network are more aware of this knowledge than less central firms. Second, because closeness centrality brings richer information from an extended network that may span local destinations, it is likely to expose the focal firm to other destinations' co-branding strategies, which can induce imitative behavior.…”

Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants

“…Consumers might associate a brand with a particular attribute or feature, usage situation, or logo (John et al, 2006). A number of studies have demonstrated that the brand associated links may include a product (Tasci and Denizci-Guillet, 2011), country of origin (Pappu et al, 2006(Pappu et al, , 2007Yasin et al, 2007), a company (Blombäck and Axelsson, 2007;Martenson, 2007;Ross-Wooldridge et al, 2004), employees (Davies and Chun, 2012), retailers (Samu et al, 2012), stores (Yoo et al, 2000), or users with certain demographics or lifestyles (Nam et al, 2011).…”

The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

“…Loyal customers show more desirable reaction to a particular brand than disloyal customers (Chattopadhyay et al, 2010). Loyalty is described through attitudinal indexes of trust, enthusiasm and tendency to re-buy a brand as the first choice (Tasci & Guillet, 2011).…”