“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands

Zhang, Yicong; Guo, Xiaoling

doi:10.1016/j.jretconser.2023.103293

Cited by 19 publications

(8 citation statements)

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“…As a result, it increased the market share of both brands (Artagnan & Alam, 2023). In another study, it was proven that high ratings of a new co-branded product translate into improved ratings for brands undertaking co-branding cooperation (Zhang & Guo, 2023). In addition, co-branding has an impact on both companies' operations at the retail level (Nygaard & Dahlstrom, 2022).…”

Section: Appendixmentioning

confidence: 99%

“…Similarly, an intensification of research on co-branding has been observed in the brand management literature. These included consumer evaluation of co-branding as a result of cooperation between new and well-known brands (Zhang & Guo, 2023) and between mass and luxury brands (Quamina et al, 2023;Rao & Wang, 2023). The impact of co-branding activities on business performance was also analyzed (Nygaard & Dahlstrom, 2023).…”

Section: Introductionmentioning

confidence: 99%

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2024

JEMI

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is an interdisciplinary, double-blind peer-reviewed journal, emphasizing theoretical and empirical articles on entrepreneurship, management, and innovation. The journal is published in ELECTRONIC (online first) and PRINT (occasionally) formats. See our website: http://www.jemi.edu.pl.JEMI is an interdisciplinary, focused on economics, business, and management journal that uniquely combines three thematic areas: i) entrepreneurship, including entrepreneurial process, entrepreneurial finance, and SME and entrepreneurship policy; ii) all types of management; iii) innovation, comprising innovation economics, policy, and management. In this vein, the JEMI contributes to economics, business, and management research, as well as business practice and policy in the closely related areas of new venture creation and growth, knowledge generation, retention, appropriation, transfer, and governance, as well as innovation processes and their economic impacts. In a nutshell, our journal addresses the interrelated research fields of entrepreneurial venturing and growth, management, and innovation economics and management. We also acknowledge the context of business venturing, knowledge and innovation, by linking these areas with such background topics as social context of entrepreneurship, environmental and energy issues, human resource migration, or entrepreneurial finance. THE ENTREPRENEURSHIP AREA OF THE JOURNALThe entrepreneurship area of the journal covers the three major topics: 1) venture creation and small business, 2) the impact of entrepreneurship on economic growth including local and regional development, and 3) entrepreneurial attitudes and motives. We invite original papers of theoretical and empirical nature, rooted in the disciplines of economics, management, sociology, political science, and psychology. The interdisciplinary research is encouraged to assure a comprehensive approach to the topics discussed and to advance both theory and practice. THE MANAGEMENT AREA OF THE JOURNALWe welcome articles interpreting contemporary management problems, new methods and management tools, new forms of organization and management, new threats in management, or new challenges in the organization's environment. Management, as a thematic scope of the journal, focuses on theoretical and empirical considerations of various areas (but not limited to): such as strategic management, business process management, operation or production management, human resource management, information management, and network management. THE INNOVATION AREA OF THE JOURNALThe innovation area of the Journal's focus emphasizes a broad range of topics and approaches, including (but not limited to): comparative analyses of national and regional policy or sector issues, such as R&D trends, patents, citations, etc., empirical studies on within-organization innovation management, viewed from various perspectives (organizational behavior, psychology of creativity, organizational structures, styles of leadership and team-building strategies, promoting creativi...

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Section: Appendixmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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2024

JEMI

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“…First, it enriches the research on the antecedent variables of consumer purchase intention for timehonoured brands from the perspective of brand extension fit. In recent years, the market research field has paid increasing attention to heritage brands and has explored their cultural symbolism, the influence of nostalgic marketing on heritage brands and the factors influencing the revival of heritage brands (Rindell and Santos, 2021;Zhang and Guo, 2023). However, few studies examined the relationship between heritage brand extension and Brand extensionconsumer purchase intention consumer purchase intention.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“…However, some time-honoured brands have found themselves immersed in the inertial thinking of the traditional industrial era, which is constantly hindered by the development of the digital economy. Weak reputations, declining performance, poor user experience and other crises have spread amongst time-honoured brands (Rindell and Santos, 2021), and their products seem out-of-date for young consumers (Zhang and Guo, 2023), such as Phoenix bicycles, Shanghai watches and White-cat washing products, all of which were once popular but have been rendered slightly more than public memory. Another example is Goubuli, which went into decline despite possessing a more than 160-year history.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China

He,

Xiang,

Wang

2023

APJML

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PurposeThis study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.Design/methodology/approachTaking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.FindingsTime-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.Originality/valueThe results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.

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“…A brand value evaluation model is created for old brands based on their unique characteristics (Wang, 2014). From the original authenticity, other scholars have respectively constructed authenticity and self-authenticity of the authenticity of the brand based on the old brand (Xu & Tang, 2020), from the cross-border marketing and cultural regulation (Li Peng et al, 2021), brand co-branding (Zhang & Guo, 2023) the heritage and innovation of the culture of traditional Chinese medicine (Ju, 2021). Time-honoured Chinese medicine brands have further materialised the once academic medical trend of Chinese medicine and most brand images are facing the problem of ageing (Hsu, 2008).…”

Section: Research Purpose and Research Gapmentioning

confidence: 99%

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

Menguyao,

Zainal Abidin,

Shaari

2023

IJARBSS

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As the consumer demographic shifts towards a younger audience, the traditional visual identities of time-honoured Chinese medicine brands are facing challenges in keeping up with the evolving trends. To enhance consumer attitudes and perceptions, it has become imperative to rejuvenate the visual identities of these venerable brands. This study primarily aims to categorise the established time-honoured Chinese medicine brands along with their respective visual identities. By assessing the present status and significance of these historic brands, the research endeavours to investigate how key visual identity components such as symbols or logos, brand colours, typography, and brand names impact consumer attitudes. Through an in-depth exploration of these foundational visual identity elements, the study aspires to augment the consumers' positive brand perceptions towards time-honoured Chinese medicine brands. Moreover, the research aims to construct a comprehensive conceptual framework that not only contributes to the current understanding of consumer attitudes but also lays the groundwork for future research by offering valuable insights into these attitudes and related dimensions.

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“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands

Cited by 19 publications

References 54 publications

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Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

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