The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

Wang, Shih-Ching; Soesilo, Primidya K. M.; Zhang, Dan; Benedetto, C. Anthony Di

doi:10.1108/s1474-7979(2012)0000023007

Cited by 5 publications

(2 citation statements)

References 43 publications

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“…This finding enriched the study of brand extension which Thompson & Strutton (2012) did that find out the perception on how well brand extension strategy is affected by the perceptual fit of both hosts and invited brands as was as their fit with extension product. Also, in the service sector, complementary attributes obtained from both brands affect brand fit (Ashton & Scott, 2011;Wang et al, 2012). According to the general terms of brand fit, Aaker & Keller (1990) argue that perceptual fit regards to what extent host and invited brands perceived complementary, substitutable in use, and image transfer of invited brands equity in making product.…”

Section: Discussionmentioning

confidence: 99%

Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia

Kania

Sukoyo²,

Wibisono³

2021

JMI

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According to brand alliance literature, the compatibility of both brand characteristics in co-branded products will raise consumer positive attitude and purchase intention. Previous researches have explored co-branding strategy between the same sector or complement product character from different sector. However, few researchs have conducted exploration of the co-branding strategy in a different sector with less complement character. This study seeks to construct the value of co-branding strategy influencing female consumer attitude as well as purchase intention where the less-known Indonesian cosmetics brand who invite well-known food brands to create blended characteristics of cosmetic products. Three co-branded products namely Mizzu Cosmetics x Khong Guan Biscuits, Dear Me Beauty x Yupi, Dear Me Beauty x Sasa, Dear Me Beauty x Nissin as the object of research. A total of 358 questionnaires were distributed to female cosmetic consumers aged between 19-41. The proposed research model has been tested using PLS-SEM. The finding highlight prior attitude toward host brand appear weak to influence attitude toward co-branded. However, brand fit could mediate prior attitude toward host brand in influencing atittude toward co-branded. Mediating roles of brand fit, attitude toward co-brand, and post-attitude toward host brand appear important in the element of consumer attitude and purchase intention. A well-known and suitable co-branding partner is needed to give exposure to the co-branded product and provide a spill-over effect for the host brands. This study contribute to add spill-over effect phenomenon in brand alliance literatures.

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Section: Discussionmentioning

confidence: 99%

Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia

Kania

Sukoyo²,

Wibisono³

2021

JMI

View full text Add to dashboard Cite

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“…To date, empirical research that focuses on co-branding for fashion tends to examine perceptions of brand image and the impact of this action on brand equity, either from luxury brands' perspective (e.g. Desai and Keller, 2002;Kim et al, 2014;Shen et al, 2014), non-luxury brands' perspective (Okonkwo, 2007;Wang et al, 2012;Hennigs et al, 2013) or both (e.g. Oeppen and Jamal, 2014;Shen et al, 2017).…”

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confidence: 99%

Exploring young consumer's decision‐making for luxury co-branding combinations

Rothenberg

Moore

2020

IJRDM

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PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

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

Nabec

Pras

Laurent

2015

Journal of Marketing Management

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The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

Cited by 5 publications

References 43 publications

Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia

Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia

Exploring young consumer's decision‐making for luxury co-branding combinations

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

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