Temporary brand–retailer alliance model: the routes to purchase intentions for selective brands and mass retailers

Nabec, Lydiane; Pras, Bernard; Laurent, Gilles

doi:10.1080/0267257x.2015.1111923

Cited by 9 publications

(17 citation statements)

References 63 publications

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“…Some research has recognised the importance of the relative positioning of collaborating parties (e.g. Arnett et al , 2010; Nabec et al , 2016). For instance, when assessing consumers' responses to co-brands, researchers tested the effect of high fit (i.e.…”

Section: Literature Reviewmentioning

confidence: 99%

“…For instance, Missoni and Lilly Pulitzer collaborated with low-end retailer Target, while at the same time offered products at high-end retailers, such as Nordstrom. This match-up effect in terms of perceived fit between brand and retailer is likely to impact brand outcomes (Nabec et al , 2016). While not empirically tested, anecdotal evidence indicates some brand and retailer co-brands are successful while others are not.…”

Section: Literature Reviewmentioning

confidence: 99%

“…It is possible that perceived fit between parties may be responsible for this outcome. High-perceived fit between brand and retailer leads to more favourable outcomes, whereas, a lack of perceived fit can become harmful to the image of both collaborating parties (Nabec et al , 2016; Wang et al , 2015; White, 2013). Thus, consumers may assess the perceived fit between a brand and a retailer (high fit/low fit), and it is likely that consumers include these factors when evaluating a co-brand.…”

Section: Literature Reviewmentioning

confidence: 99%

“…limited edition; e.g. Lilly Pulitzer's co-brand with Target) (Nabec et al , 2016). That is, the difference between an ongoing and a limited edition co-brand is that an ongoing co-brand is offered for repeated seasons, where as a limited edition co-brand is offered only for one season or has restricted availability (Nabec et al , 2016).…”

mentioning

confidence: 99%

“…Lilly Pulitzer's co-brand with Target) (Nabec et al , 2016). That is, the difference between an ongoing and a limited edition co-brand is that an ongoing co-brand is offered for repeated seasons, where as a limited edition co-brand is offered only for one season or has restricted availability (Nabec et al , 2016). The rarity and affordability of a one-of-a-kind limited edition co-brand attract extensive consumer and media attention (Kunde, 2012; Rollet et al , 2013) and brands benefit from increased exposure to mass-market consumers (Kim and Park, 2008; Kunde, 2012).…”

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confidence: 99%

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Brand and retailer co-branding

Childs

Jin

2020

JFMM

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PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%