Most Co Branding Examples Lean More Toward Being

Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers' evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

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... Ekuitas merek adalah sekelompok aset dan liabilitas yang berhubungan dengan merek, nama dan simbol, yang menambah atau bagian dari nilai produk dan jasa perusahaan dan pelanggan (Aaker, 1991;Washburn et al, 2000). Ekuitas merek muncul sebagai prioritas bisnis dan pemasaran yang sangat penting (Grace dan O'cass, 2002). ...

... Ekuitas merek muncul sebagai prioritas bisnis dan pemasaran yang sangat penting (Grace dan O'cass, 2002). Nama merek misalnya sacara eksplisit membawa manfaat suatu produk lebih tinggi dari manfaat suatu pesan iklan yang konsisten (Keller et al, 1998), karena mampu mempengaruhi pemahaman merek melalui tanggapan konsumen tentang merek (Washburn et al, 2000;Grace dan O'cass, 2002), dan dibutuhkan pemasar untuk mengelola asosiasi merek (Grace dan O'cass, 2002). Di samping itu, Mackay (2001) menemukan bahwa pengukuran ekuitas juga dipercaya manajer, karena dapat mengumpulkan banyak data empiris dengan mudah dan dengan biaya murah. ...

... Bagi konsumen, asosiasi merek dapat membantu proses, mengorganisir, dan mendapatkan kembali informasi dalam ingatan dan untuk membantu pegambilan keputusan (Aaker, 1991;Low dan Lamb Jr, 2000), di samping melalui nama merek dan atribut produk dapat berguna untuk memprediksi kinerja produk dan pencarian informasi (Janiszewski dan Van Osselaer, 2000). Konsumen dapat mengembangkan keragaman asosiasi nama merek dan kemudian mengelompokkan dalam co-branding produk, memproses informasi, membedakan merek, membantu pilihan pembelian yang rasional, menciptakan sikap dan perasaan positif, serta memberikan dasar menciptakan rasa kesesuaian antara nama merek dan produk baru (Washburn at al, 2000). ...

Anindyo Pramudito
Albari Albari

Abstrak Asosiasi merek merupakan dasar untuk kualitas pembentukan citra merek dan ekuitas merek. Bagi pemasar, asosiasi merek berguna dalam banyak hal, terutama untuk pengambilan keputusan dan perluasan merek produknya, sedangkan bagi konsumen bisa dijadikan untuk dasar dalam pemilihan merek yang bermanfaat untuk memenuhi kebutuhan dan keinginannya. Dengan menggunakan 288 responden di Kotamadia Yogyakarta, penelitian ini mencoba mengidentifikasi asosiasi merek dari handphone merek Nokia, Siemens, dan Sony Ericsson melalui metode Cochran Q test. Hasil penelitian menunjukkan ada 6 (enam) asosiasi yang bisa dimanfaatkan untuk meningkatkan citra dan ekuitas merek Nokia, sementara untuk Siemens dan Sony Ericsson masing-masing sebanyak 4 (empat) dan 10. Penelitian ini juga memetakan asosiasi masing-masing merek handphone berdasarkan katagori kon-sumen melalui pendekatan Chi Square test. Hasilnya menunjukkan bahwa kelompok konsumen pria cenderung menyatakan bahwa Nokia dan Sony Ericsson sebagai handphone yang mudah digunakan untuk komunikasi, sedangkan konsumen wanita lebih cenderung menilai Siemens sebagai handphone yang ringan dibawa. Dari sudut pandang pelajar dan mahasiswa Sony Ericsson juga dianggap sebagai produk berkualitas dan mempunyai bentuk yang fashionable. Kata Kunci: Ekuitas merek, citra merek, asosiasi merek. PENDAHULUAN Dalam kondisi persaingan usaha yang semakin ketat saat ini perusahaan perlu memanfaatkan sumber dayanya dengan optimal, termasuk berusaha mencip-takan atau melakukan rekayasa yang dapat mempengaruhi persepsi konsumen, misalnya melalui citra merek produknya. Menurut Kotler (2003) merek sebenarnya merupakan janji penjual untuk secara konsisten memberikan tampilan, manfaat, dan jasa tertentu kepada pembeli, dan karena itu keahlian paling utama dari pemasar adalah kemampuannya untuk menciptakan, memelihara, melindungi dan meningkat-kan merek. Perusahaan yang mempunyai citra merek yang kuat mempunyai alter-natif untuk bersaing pada tingkat harga dan spesifikasi produk (Aaker, 1992b). Dengan memiliki citra merek yang kuat perusahaan dapat tetap bersaing, merebut dan bahkan memenangkan persaingan pasar. Menurut Low dan Lamb Jr (2000) citra merek adalah persepsi tentang suatu merek sebagai refleksi asosiasi merek yang terbentuk dalam ingatan konsumen. Menurut mereka, bagian dari asosiasi merek adalah persepsi kualitas dan sikap terhadap merek. Sedangkan identifikasi asosiasi merek dapat didasarkan dengan

... Such impact, also called negative spillover effect in this study, may occur in a co-branding product failure (Radighieri et al. 2014) or in an asymmetric partnership (Lee 2014). For example, Janiszewski and van Osselaer (2000) found that the negative impact could occur to both brand partners, yet Washburn et al. (2000) demonstrated that a higher-value brand will not suffer negatively from partnering with a lower-value brand partner. Vaidyanathan and Aggarwal (2000) also reported that a more favorable and well-known brand may escape the negative influence of such an alliance. ...

... We suggest that the less-reputed brand should consider this possible disadvantage when forming an alliance with a more-reputed brand (cf. Washburn et al. 2000). That is, different from Simonin and Ruth (1998, p. 39), Washburn et al. (2004, p. 495), Bengtsson and Servais (2005), ...

... Washburn et al. 2000), and, more important, we show a free-rider problem in co-branding service failures -if a co-branding service failure occurs, it can reflect poorly only on one partner brand (cf. McKee 2009).Second, we enhance co-branding research by illuminating the influence of the "intangibility" characteristic of co-branded services. ...

... In fact, (co-)brand strategies may not be successful throughout a particular product category. We believe that the success or failure of co-branding can be explained by such factors as the strategic intent of one brand partner to form a co-branding alliance (e.g., Rao and Ruekert 1994;Washburn et al. 2000) or consumer evaluations of the cobrand and the partnering brands (e.g., Park et al. 1996;Simonin and Ruth 1998). ...

... Additionally, signaling theory (Spence 1973) has been adopted by several scholars (e.g., Rao and Ruekert 1994;Washburn et al. 2000;Bengtsson and Servais 2005) to explain the function of the brand name in a co-branding alliance. ...

... Simonin and Ruth (1998) were the first to find that reciprocal effect may exist at the attitude level. Washburn et al. (2000) report that a weaker brand in terms of brand equity could gain a positive reciprocal effect if it allies with a stronger brand. Swaminathan et al. (2011) and Radighieri et al. (2013) Hillyer and Tikoo (1995) and Park et al. (1996) report that the order of the brand names in co-branding may influence the mag- Table 2. ...

... "if there is another brand as good as X, I prefer to buy X"). These scales were also adopted by others (Washburn and Plank, 2002;Washburn et al., 2000). Similar overall brand equity conceptualizations that resemble loyalty or willingness to pay are still applied in tourism and hospitality. ...

... Table 1 reflects that some researchers measured this component with multi-item scales while others used one-item scales. Some researchers combined awareness with associations (Roth et al., 2008;Washburn and Plank, 2002;Washburn et al., 2000;Donthu, 1997, 2001;Yoo, Donthu and Lee, 2000). The practice of combining brand awareness with associations threatens the integrity of these components that are apparently distinct from one another when operationalized correctly. ...

Asli D. A. Tasci

Purpose The purpose of this paper is to: distinguish between financial brand equity and perceptual brand equity; distinguish among different stakeholder perspectives on customer-based brand equity, consumer-based brand equity (CBBE) (consumer, customer, employee and resident); contrast the original definitions and measures of CBBE by Aaker and Keller; identify the deviations from the original conceptualizations and measures of CBBE by Aaker and Keller; discuss the evolution of the most commonly used CBBE components; analyze the structural relations of the most common CBBE components and generate conceptual, structural, relational and methodological suggestions for future research. Design/methodology/approach This critical review conducted a narrative analysis of the perceptual brand equity literature (CBBE) by inventorying about 200 empirical and conceptual CBBE studies in several different contexts. Studies that included CBBE, brand equity, customer-based brand equity and consumer-based brand equity were included in this review. Only 87 representative studies that either conceptually defined or empirically measured CBBE and its components were included in the deep analysis. Findings The review revealed that the literature is divergent in terms of CBBE components or structural relations among components in any context including tourism and hospitality. Even though about 40 different CBBE components exist in different contexts, the totality of the CBBE literature reflects a consensus on five components of CBBE, brand familiarity/brand awareness, brand image/brand associations, perceived quality, consumer value and brand loyalty, all of which collectively define the total meanings of a brand from consumer/customer perspective. Research limitations/implications Keeping these five components intact, this study suggests a concise CBBE definition, conceptual clarifications for these components, a model reflecting their structural relations and a framework of parsimonious measures. The study makes future research recommendations in terms of using uniform CBBE components, measures and relational structure among components, identifying the relationship between CBBE and financial-based brand equity and comparing different stakeholder perspectives on CBBE in future research. Originality/value With these observations and suggestions, this critical review provides a guideline for more robust theory development of the CBBE construct. Additionally, it offers a parsimonious and practical CBBE blueprint for the practitioners who include CBBE as a strategic market metric in their marketing and research plans. Furthermore, it suggests standardization in CBBE research to enable systematic reviews with meta-analysis of the CBBE literature in the future. Using standard components, measures and relational models in CBBE research, as was suggested in this study, would allow meta-analysis for a meaningful comparison of results between different brands, products and even industries.

... This work aims to bridge this gap by exploiting network inference models to highlight the statistical relationships between brands of the same as well as different categories. There have been numerous examples of successful cross-category associations in the past, including coordinated promotions, embedded premiums and co-branding advertisements (Washburn, 2000). For example, by sponsoring the New Zealand All Blacks rugby team, Adidas got access to the desirable sports brand associations and a new target audience for its product range. ...

... Consumers develop a variety of brand-to-brand associations that subsequently result in co-branding opportunities for firms (Washburn, 2000). The implicit brand associations in the network reflect aggregated preferences of users across categories and show how some category pairs attract more common interest than others. ...

Pankhuri Malhotra

The rise in electronic interactions has made information networks ubiquitous. Correspondingly, research across multiple domains has begun to acknowledge the social and economic value of these networks for business decision-making. In this paper, the authors introduce a new type of information artifact, implicit brand networks, for obtaining close to real-time estimates of within-industry competition and across-industry complementarities. Statistical examination of the tacit links in the network, using Exponential Random Graph Models from network theory, reveals a mix of network and brand level characteristics responsible for the observed network structure. The paper concludes by discussing the practical applications of the information network, particularly for the automatic extraction of category-specific brand ratings. As information pertaining to category-specific ratings (e.g. sports, tech, luxury etc.) is rarely found in online users' comments, the brand network's ability to automatically reveal such insights, with minimal a-priori assumptions, is a significant contribution of this study.

... Ottman (1999) introduced green products as eco-friendly products. Ng et al. (2013) and Washburn et al. (2000) underlined the importance of consumer trust in green products. They proposed trust in green products as one of the factors influencing customer purchase, since performance and quality should satisfy consumer expectations. ...

... On the other hand, Akbari et al. (2013) conducted a survey and found that Iranian automobile companies should develop trust as the most important distinctive factor to attract potential customers. Ng et al. (2013) and Washburn et al. (2000) highlighted the importance of consumer trust in green products in their survey and believed that trust in green products is one of the factors influencing customer purchase intention, because performance and quality should satisfy consumer expectations. ...

Today, the environment and its protection have become critically important for business excellence. Since automobile companies can have a significant impact on the improvement of energy consumption and environmental protection, the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust. For this purpose, a questionnaire has been developed and used for data collection. The variables of green marketing included price, product, promotion, and place and the variables of customer trust included competency, benevolence, and honesty. Findings indicated a positive and significant influence of green marketing on customer trust and green purchase intention. Among the elements of marketing mix, price had the strongest influence on customer trust and green purchase intention; and among the customer trust variables, honesty had the strongest influence on customer green purchase intention.

... However, Simonin and Ruth (1998) have demonstrated that under positive co-branding product reviews their association with low-equity brands does not damage high-equity brands. Some authors (Washburn et al., 2000) have stated that when co-branding will stop, the luxury brands that did not collaborate with fast fashion brands will be recognized with higher equity and more exclusive than the ones that decided to co-operate with fast fashion brands. The following table provides an overview of the main opportunities and threats related to co-branding (see Table 1). ...

... If a co-branding strategy is well managed by integrating compatible elements between two brands such as visions, values and wills to create real synergies, the collaboration will not affect brands negatively (Rollet et al., 2013). Furthermore, a long-term project may erode and weaken the brand image because consumers may establish lasting conjectures of longevity of the collaboration (Washburn et al., 2000). Therefore, being compatible and not enduring make collaborations somewhat exclusive and this, again, leads to a positive perception of the brand image. ...

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

... Strategi co-branding ini berhasil membawa Avanza dan Xenia dan Calya dan Sigra sebagai merek teratas produk. Fenomena ini mendasari beberapa literatur bahwa produk co-branded menerima evaluasi yang lebih positif jika menggabungkan merek produk nasional terkenal (Irawan, 2014;Vaidyanathan & Aggarwal, 2000), dan dua merek ekuitas tinggi dipasangkan menghasilkan evaluasi yang lebih positif untuk setiap merek yang bermitra, bukan sebelumnya (Ahn & Sung, 2012;Washburn, Till, & Priluck, 2000). Lebih spesifik, produk berkualitas tinggi dari mitra merek meningkatkan evaluasi positif dari produk merek bersama atau merek yang lebih lemah (Besharat & Langan, 2014;Helmig, 2008). ...

... Toyota yang dianggap lebih baik daripada Daihatsu di ketiga dimensi untuk kategori MPV dan LCGC, hipotesis pertama dalam penelitian ini dapat terbukti. Terbuktinya hipotesis pertama ini juga mengafirmasi konsepkonsep teoretis bahwa dua merek ekuitas tinggi dipasangkan menghasilkan evaluasi yang lebih positif untuk setiap merek yang bermitra (Ahn & Sung, 2012;Washburn, Till, & Priluck, 2000). Semua produk, kecuali Sigra, indeks tertinggi adalah potensi, diikuti oleh aktivitas, dan indeks terendah adalah evaluasi. ...

Rachmat Kriyantono

Penelitian ini bertujuan untuk menerapkan teori makna semantik (Semantic Meaning) dan skala diferensial semantik (Semantic Differential Scale) dari Osgood untuk mengevaluasi produk co-branding, sebagai strategi komunikasi pemasaran. Hipotesis pertama yang dirumuskan adalah produk co-brand memiliki makna yang berbeda dari konsumen potensial walaupun produk tersebut identik. Hipotesis kedua adalah merek induk mendapatkan makna yang lebih positif - evaluasi, aktivitas, potensi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei terhadap 111 mahasiswa, hipotesis penelitian telah dibuktikan. Temuan ini juga mengonfirmasi beberapa faktor yang menentukan efektivitas strategi co-branding, seperti persepsi responden, merek induk, perusahaan atau ekuitas merek, dan kemampuan perusahaan untuk memenuhi produk dengan kebutuhan konsumen. Penelitian memberikan kontribusi untuk mengembangkan studi komunikasi pemasaran di Indonesia, khususnya subjek co-branding. Sangat sedikit penelitian empiris kuantitatif dari para akademisi di bidang ini meskipun co-branding telah digunakan sebagai stimulus eksternal kepada konsumen dalam komunikasi pemasaran.

... These practices of product testing became a culture in the company which meant that JESA milk products were continuously modified to suit the customer's taste and preferences making customers more emotionally attached to the firm. In this regard, Washburn et al. (2000) argue that positive product trial seems to enhance consumers' belief in the product and eventually consumer-based brand equity basing on the fact that product trials represent tangible evidence to determine a consumer's equity and perception. Therefore, experience gained after sampling the product augments the consumer's perceptions rather than forcing the consumer to rely on the brand name alone as a signal of quality. ...

... Literature indicates that tying two products of unequal value makes them equally valuable as they become inseparable for purchase. Consequently, firms can charge a higher price for the bundled products than before (Washburn et al. 2000). This is also supported by Simonin and Julie (1998) who concluded that product bundling increases product believability and equity among consumers and it is necessary in introducing new products. ...

... Several authors have noted the strategic advantage of brands in creating and managing identity or image as they symbolize and facilitate the meanings associated with the product or service for the consumer (Brodie et al., 2017). In the tourism domain, branding has been researched as a factor to enhance destination competitiveness, image and identity (Kerrigan et al., 2012;Pike & Page, 2014;Washburn et al., 2000). Morgan et al. (2007) outline branding as involving the construction of destination identity and image through the use of collaborative branding communications. ...

... Collaboration in branding has been studied to understand its effects on brand equity (Washburn et al., 2000) or brand management (Uggla, 2004;Uggla & Åsberg, 2010), outlining the advantages of brand collaborations for the firms involved. Following the services dominant logic perspective and considering multi-stakeholder brand identity co-creation, recent studies in the tourism literature have outlined the importance of collaborations to establish an effective destination brand identity (Bregoli et al., 2016;Broadway, 2017;Saraniemi & Komppula, 2019;Törmälä & Saraniemi, 2018). ...

Themed routes are powerful regional development and marketing tools that attract tourists around the world. India has committed to developing multiple themed routes through the Swadesh Darshan Scheme. Applying a conceptual framework of themed route marketing developed on the basis of collaboration in destination marketing and branding literature, this paper examines secondary data on themed routes in India and finds that multiple shortcomings exist. Specifically, the findings suggest unclear and potentially conflicting roles of DMOs, uncoordinated partner efforts, lack of co-marketing and missed co-branding opportunities, all of which lead to diluted branding of themed routes. The paper concludes by proposing five guidelines for marketing themed routes in India.

... Co-branding, co-partnering is the act of using two or more established brand names of different companies on the same product. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity (Judith et al, 2000) One goal in co-branding is to create favorable attitudes toward a new product by creating an alliance with a favorable existing product. Further, the advertiser may intend to associate a certain meaning with a new product by pairing it with an existing brand (Panda, 2004). ...

C.V Rathnayake
H.s.C Perera

Branding has been recognized for centuries and has made inroads into every industry as a means to distinguish goods and services of one producer from another. Co-branding is one of the unique tactics in brand management which can be effectively used to create strong associations for a brand in the customer's mind. The concept of co-branding is rarely researched in Sri Lanka. Hence, this research focuses on the impact of co-branding on the quality judgments of the customers. The survey method was used as the main research methodfor this study. The research attempted to explain the problem whether there was an impact of co-branding on the quality judgments of customers. In the identification of the impact, the study scrutinized the quality judgments of customers through product performance, excellence of the staff, punctuality of the organization, and the level of responding to complaints. It was recognized that the product quality judgments were mainly dependent on the physical attributes of the products and even though products were co-branded, if they do not represent the expected quality they will not be accepted by the customers. However, there was a positive relationship with co-branding among brand quality judgments on the excellence of the staff and negative relationship with judgments onpunctuality and the level of responding to (he complaints of customers.

... Greater cobrand success therefore occurs when the fit between the V.W. Mitchell and G. Balabanis two parent brands and the co-brand brand images is higher (e.g., Levin et al., 1996;Simonin and Ruth, 1998;Park et al., 1996;Washburn et al., 2000). However, in co-branding, parent's retail category image fit, e.g., fashion, with the new cobrand's product category, e.g., car, is a key difference. ...

Vincent-Wayne Mitchell
George Balabanis

Retailer brand collaborations are an underexploited way for retailers to expand product lines and target new segments relatively quickly and cheaply, yet little work has explored the area and the influence of important factors in the image inheritance process remains unknown. Using data from two experiments involving 240 subjects, we examine the role of brand type, brand strength and the fit between parent and brand collaboration product categories to show that a new retail product's image inherits more characteristics from a symbolic parent brand (even when the brand is weak) and when there are higher degrees of parent retailer-image fit. However, fit between the new retail collaboration's product category and that of the parent brands is only important for functional brands. The results help retailers decide which partner to choose to maximize image inheritance.

... More recently, cobranding in particular has received ample attention. This means two brands are paired to create a new product in exercise of a positive image transfer or to create a synergistic effect (Washburn, Till, & Priluck, 2000). In this event, a low equity brand tends to benefit more from the cobranding suggesting that co-branding offers unique marketing opportunities for low equity brands (e.g., Russell or Champion). ...

... These values are co-created by various stakeholders. Co-branding is widely exercised in this framework, and research has especially examined co-branding between a mega event and its sponsors (e.g., Chalip, Green, & Hill 2003;Washburn, Till, & Priluck 2000) and how mega sports events such as the Olympic Games shape or enhance destination image held by the global audience (e.g., Brown, Chalip, Jago, & Mules 2002, Li & Kaplanidou 2013. Multiple stakeholders partaking in the planning and delivery of a mega-event complicates event planning and implementation, as well as its associated marketing outcomes (Wang & Jin 2019). ...

This paper examines the communication of the Commonwealth Games on Twitter in two time periods. Guided by social network analysis, a total of 3,644 tweets in the first time period and 3,348 tweets in the second time period are used in the analyses, which paint a picture of the roles and relations of the key contributors and formation of networks arising out of this mega event context. The findings provide important implications for event marketing and event-based destination marketing. Event organisations and host cities must understand the co-creative capacity of the key influencers and re-invent their own organisational design for engagements with these key influencers at different event stages for co-creation of events to gain economic and non-economic benefits.

... Additionally, the technological foundation of the P2P-DBs enables a very intimate connection between the service user and the brand. This is reminiscent of the co-branding dynamics, in which the relationship between two brands has a significant impact on brand equity (Washburn et al., 2000). In other words, P2P digital platforms allow users to create their brands, which then contributes to a platform's brand equity. ...

The popularity of peer-to-peer digital brands (P2P-DBs) offers significant implications for branding theory and practice. P2P-DBs are relying on a trust mechanism that is driven by a bilateral rating/review instrument. The current study introduces a trust-based brand equity model to indicate the unique role of trust in P2P-DBE. The model differs from the conventional approach and justifies the roles of peer-trust and brand-trust in their cumulative effects on P2P-DBE formation. The study contributes to the marketing literature by opening new research space on brand equity theory pertaining to P2P-DBs.

... Such improvement is stronger when a reputable IC brand is paired with a moderatequality host product (McCarthy and Norris, 1999) or a private brand (Vaidyanathan and Aggarwal, 2000). Interestingly, consumer evaluations of the end product are also improved even when both (the IC and the OEM) brands have low equity (Washburn et al., 2000;Washburn et al., 2004). Other scholars have investigated the spillover effects (i.e. consumer evaluations of each brand after being used jointly in a cobranded product). ...

Abdullah M. Aljafari
Tom J. Brown

Purpose This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (functional and reputational) as mediators. Investigating IC branding from the supplier's perspective is critical given the cost and risk associated with implementing such a strategy. Design/methodology/approach A total of 5,254 manufacturing companies were screened to identify IC supplier firms that meet certain criteria. Survey data were collected from 77 top managers (Chief Executive Officers or Chief Marketing Officers) of IC supplier firms. The paper uses partial least squares structural equation modeling (PLS-SEM) and SPSS in analyzing data. Findings The results indicate that IC branding is a complex strategy – one involving a number of steps that need to be taken in a specific order. More specifically, results indicate that IC branding starts with EO exerting a positive influence on IC functional differentiation ability (FDA). FDA facilitates reputational differentiation ability (RDA), which in turn encourages the supplier to initiate IC branding. Originality/value This paper addresses an important gap by studying the process through, which suppliers initiate IC branding.

... And a comprehensive model of global brand equity, He estimated the brand equity more accurately and determined the sources of the equity that used. Washburn et al. (2000) investigated that the Co-branding is the most popular technique that the marketers use in try to transfer the positive partner brand to newly formed co-brand. They examine the effects and impact of co-branding on the brand equity of the co-branded and the partner brands before and after product trial. ...

... This form of marketing strategy is increasingly popular among diverse brands in the fashion industry. Co-branding combines the reputation and competencies of a parent (constituent) brand and transfers the associated value to a newly formed co-brand (composite) (Washburn et al., 2000;Faems et al., 2005). Past research that investigated the impact of co-branding strategy tended to focus on constituent brands' respective market position and brand equity. ...

Purpose The 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/approach Conjoint 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. Findings Brand 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 implications The 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/value The 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.

... Whereas Keller argued brand loyalty is an outcome of CBBE, Aaker claimed that brand loyalty is a source of CBBE. Most of the studies on CBBE have more or less been developed on the basis of Aaker's and Keller's brand equity theory, which have been adopted by many research reports, academic articles and books, with the focus on the development of the CBBE concept [23,24], empirical examination of the CBBE model in various settings [11,25], and application of the CBBE concept in marketing and branding strategies [26]. These studies especially on empirical examinations of CBBE have pointed out that Aaker's model was more adopted than Keller's. ...

Kevser Çınar

Building and maintaining brand equity is important and necessary in today's hotel industry when the concept is considered to include all material and non-material values of business. Though there has been increasing discussion on brand equity building, majority of the existing studies have failed to build CBBE concept or define the specific dimensions of CBBE, especially in the hotel industry context. Since the issue of customer based-brand equity has come up as one of the most important aspects of branding, different CBBE models and dimensions have been introduced over last three decades. Therefore, related literature has introduced various CBBE models. The purpose of this research is to review different customer-based brand equity models from academic literature to have a more integrative conceptualization for understanding brand equity in hotel industry. Based on the literature review, it has indicated that there are more demands for further investigations of CBBE models in the context of constantly changing customer needs and hotel industry and this perspective enables marketing managers to use an effective strategy in understanding and influencing customer attitudes and behaviors. Keywords Hotel industry · Customer-based brand equity (CBBE) · CBBE models

... Because of the salient position of the sponsoring brand in consumers' associative memory networks, when consumers are exposed to the sponsorship at an event, they are likely to use that information in their decision-making processes (Uribe et al., 2013). Therefore, at a sponsored space, the brand image of the sponsoring brand becomes salient in consumers' associative memory network once consumers connect the event with the sponsoring brand, which activates consumers' desire for the product (Washburn et al., 2000). Moreover, based on knowledge of sponsorship reciprocity (Kim et al., 2018), a pleasant sponsored space will generate gratitude among consumers toward the sponsoring brand. ...

Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers' attitudinal and behavioral responses to competitive brands that co-present at an event. The research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers' attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption. The results revealed the event environment had an impact on consumers' brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event. This study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

... The ingredient branding has different influences on consumer evaluation. If the ingredient brand has a high equity, it has the effect of relieving the negative perception produced by the host brand with a low equity (Washburn, Brian, and Randi, 2000). Although, ingredient brands has been shown to have a positive influence on moderate quality rather than high quality brands (McCarthy & Norris, 1999). ...

Darkhantuya Sergelen
Urandelger Gantulga

Companies are attempting to increase their competitiveness using a number of strategies. The brand alliance strategy, which is one of the most commonly employed methods, has a favorable impact on the company's market share due to the strong recognition of a well-known brand in the early stage of market entrance. The main purpose of this study is to examine the effect of ingredient brand awareness on the consumers' evaluation of host brands. With the purpose of it, the study examined the changes of attitudes toward the host brands by ingredient's brand awareness (high/low).We also tested the moderating roles of consumers' regulatory focus (promotion/prevention focus) on the relationship between ingredient brand awareness and host brands attitude. The results of this study are summarized as follow. First, consumers tend to be more favorable toward host brand products when brand awareness was higher than lower. Second, the effect of consumers' regulatory focus (promotion focus/prevention focus) was found to be positive and significant effect between ingredient brand awareness and host brand attitude. Based on the findings, the theoretical and managerial implication are discussed. INTRODUCTION A variety of brand alliance strategies are being employed to boost the company's profitability. Brand alliance strategy takes the form of co-branding, which combines two or more existing brands equally. Brand alliances, ingredient branding, and collaborative promotions are all examples of co-branding. According to the research studies, there are two types of co-branding strategies: Symbolic co-branding and ingredient branding. The first technique entails linking a second brand with the host brand in order to provide symbolic additional attributes (Cegarra and Michel, 2000). In the second, important characteristics of one brand are used as ingredients in another brand (Desai and Keller, 2002). The host brand in a co-branding is the "brand that originated from the product category in which the co-branded product is launched" (Cegarra and Michel, 2000), whereas the ingredient brand is the one that manufactures the ingredient or has the know-how to incorporate it into the final product. Nowadays, companies are paying greater attention to ingredient branding, and several research are being studied on the both positive and negative impacts of ingredient branding. Existing literature investigates the factors that affect the ingredient brands. However, there are limited research available on how ingredient brands influence the host brands. Park et al (1996) demonstrate that host brands are evaluated more favorably when they are associated with a high awareness ingredient brand. Janiszewski and van Ossalaer (2000) find that ingredient brands will be evaluated more favorably only when the co-branding performs more favorably than expected. Therefore, the impact of ingredient branding on attitude toward host brand is not clear. The ingredient branding has different influences on consumer evaluation. If the ingredient brand has a high equity, it has the effect of relieving the negative perception produced by the host brand with a low equity (Washburn, Brian, and Randi, 2000). Although, ingredient brands has been shown to have a positive influence on moderate quality rather than high quality brands (McCarthy & Norris, 1999). Therefore, in this study, we would like to investigate at how consumers' perceptions of host brand products are influenced by their awareness of ingredient brands from a variety of perspectives. The main objective of the current research is to answer the following an research question: How does this behavior differ based on ingredient brands awareness (e.g., higher vs. lower) and host brand attitude across regulatory focus (e.g., promotion vs. prevention-focus)? More specifically, how consumers' (high/low) awareness of ingredient brands affects their attitudes toward host brand products, and how these factors changed by consumers' psychological characteristics (the regulatory focus). The results of this study contribute to the effective marketing segmentation strategy and the body of literature on consumer behavior towards ingredient branding.

... Such research also deals with the conditions under which corporate social responsibility (CSR) activities positively influence food brand equity, thereby identifying brand value-cause fit and brand function-cause fit as two important dimensions of a fit between a brand and a social cause [69]. The question of co-branded and co-labeled food products has also been researched in detail, providing evidence that this approach is generally a win-win strategy, but it benefits the low-equity brand slightly more than the high-equity one [70]. In recent years, the impact of co-creation and social media has been in the focus of brand equity research in the food industry and beyond [71][72][73]. ...

The reported research examines the impact of product portfolio labeling strategies on brand reputation and equity. A netnographic approach allowed to observe winery portfolio labeling approaches and create a typology of winery labeling strategies. Expert evaluation served to assess the dependent variable brand equity by deploying a regression analysis. For the observed wine industry, being part of the food industry, creating consistent and recognizable brands has a direct relevance for reducing (sustainability-related) food information overload and thereby building sustainable brand equity. The results uncover the relative importance of each of the six identified labeling strategies as well as their impact on reputation and brand equity creation. The results point to the need to establish a consistent strategically founded product communication. Such an approach with a positive effect on reputation building can serve to build sustainable brand equity. "Stuck in the middle"-type strategies apparently diminish winery brand equity exploitation. The findings contribute to the knowledge on food labels in product communication strategies and their impact on organizational brand equity, thereby having high relevance for the implementation of environmental certification initiatives in an organizational context. The article deploys a novel research approach in an under-researched area to provide new insights for further research as well as implications for practice.

... Also based on the findings of Simonin and Ruth (1998) there is a spillover effect that each member of the co-marketing or branding activities can enjoy. However, a number of studies found that negative spillover effects might occur especially when the new allied brand is not well-known while the other brand is a renowned partner (Hillyer and Tikoo, 1995;Washburn, Till and Priluck, 2000;Janiszewski and Van Osselaer, 2000). This can justify how the last group who were cautious from the negative spillover of other brands. ...

Dana Kakeesh

The trend over several decades towards the creation of global brand alliances in the highly competitive airline industry is likely to persist. However, few academic studies consider how such horizontal brand alliances have been achieved and even fewer analyse their creation and maintenance from an individual company's perspective. Furthermore, current studies are largely derived from a western management perspective: little work has been done in the Arab world or the Arabian airlines apart from recent studies of Gulf carriers. This thesis adds to this small body of work by examining Royal Jordanian Airlines' role within the Oneworld Alliance. In particular, it analyses how the entry of a small airline into a large, well-established global organization affected the airline's branding practices. The thesis also explores in lesser detail the branding and marketing strategies within the global alliances. A qualitative approach was used; purposive and snowball-sampling techniques were adopted to analyse 61 semi-structured interviews with senior managers and other actors within the airline industry. Two main themes have emerged: the first theme, the Airlines Industry's Attitude towards Brand Alliances, examines the major challenges in the airlines industry, demonstrates the main motivations behind forming strategic airline alliances and explores the relationship between globalisation and the initiatives to formulate more strategic airline alliances. The second theme, the key branding and marketing strategies, investigates the alliances' brand practices and marketing strategies and explains how a small national airline company has responded to this trend and offers a set of potential choices for future. Also this study provides compelling evidences of how the Oneworld Alliance creates branding value for the small airlines member and contributes toward understanding the case of the Arab world and the interplay between global alliance brands and national airlines companies. Finally, it demonstrates a number of issues that the alliance members need to address in order to avoid any brand dilution or negative spillover effect.

... Tie-in promotion can be defined as a strategic tie formed between two different companies to seek common profits from sales increase and profit rate improvement, targeting similar target customers and sharing their promotional resources. Co-branding is a relatively long-term and general strategy marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand) (Washburn, Till and Priluck 2000). Compared to co-branding strategy, tie-in promotion is distinguished and characterized as timely, limited appearance of two independent brands in promotional activities (Helmig, Huber and Leeflang 2008). ...

... Literature has presented mixed results regarding the spillover effects (e.g. Washburn, Till, and Priluck 2000;Till and Shimp 1998;Votola and Unnava 2006). This calls for research to explore the spillover effects between the partnering brands and the corporate political brand. ...

Maria Naureen Shahid
Waseem Hassan
Lubaba Sadaf

This qualitative study responds to explicit calls for further research and explores the political co-brand management, positioning and negative image transference between the co-brand and the corporate brand. This study highlights the importance of management/creation of co-brand image in the post-election context from the external stakeholders' perspective, in Pakistan. It evaluates the transfer potential of the Political Co-brand Identity Framework by exploring and examining the co-brand image and the political co-brand positioning in a post-election context. In this way, this study intends to assess the applicability of the Political Co-brand Identity Framework as a tool to assess the image and positioning of political brands from an external perspective. The sample comprises of political analysts/academics. The findings would guide in examining areas which can strengthen political stability, reliability of political brands and build political trust. The study offers important insight for practitioners, researchers, and public policy makers whose concern is to develop marketing strategies and diagnose political co-brand image alignment by comparing desired and actual positioning. Supplemental data for this article is available online at https://doi.org/10.1080/15377857.2021.1930328 .

... The green product marketplace is expanding in both size and popularity, and as a result, is being explored more extensively in advertising research (Davis, 1993;Tucker, Rifon, Lee, & Reece, 2012;Xue & Muralidharan, 2015;Marie-Cecile Cervellon, 2012). Similarly, the practice of co-branding has flourished, because the linkages between two brands within a co-branding venture have been shown to enhance many behaviors like a consumer's attitudes towards a brand, purchase intentions, and pretrial evaluations of a given product experience (Washburn et al., 2000;Washburn et al., 2004;Helming et al., 2008). In the following sections, literature regarding green advertising will be reviewed, followed by a discussion of co-branding research, and finally a discussion of how the two concepts relate to one another. ...

Patrick Jamar

Many researchers have explored environmentally-friendly advertising; observing its effects on purchasing behaviors and intentions (Davis, 1993; Tucker, Rifon, Lee, & Reece, 2012; Xue & Muralidharan, 2015; Marie-Cecile Cervellon, 2012) as well as co-branding as a tactic for encouraging consumers to purchase products as well (Park, Jun, & Shocker, 1996; Helmig et al., 2008; Norris, 1992; Charry & Demoulin, 2014; Khun et al., 2008). Furthermore, co-branding is an increasingly popular tactic, yet little research has been conducted in relation to how co-branding and green marketing can work in tandem. As a result, this study merges these two advertising tactics by exploring key concepts such as product/brand fit. This is done so by investigating the level of congruence between a fictitious, environmentally-friendly host brand and several differentiating, high equity partner brands. The study employs an experiment to investigate the effects of co-branding (present vs. absent) and the level of congruence (high vs. medium vs. low) on purchase intentions (PI), attitudes toward the ad (Aad), and attitudes toward the brand (AB); building on the Theory of Congruence. The results indicate that, with co-branding, when comparing a co-branded ad to a single-branded ad, there are no significant differences between the participants' attitudes towards the ad or brand, their intent to purchase the host brand's product, or their attitudes towards any given, presented ad. Similarly, when addressing congruence, the level of congruous match has no significant difference on participants' attitudes towards the host brand or their intentions to purchase it. Limitations and areas for future research are also provided.

... Moore, 1995;Moore 1993, Moore 2006Iansiti and Levien, 2004). Co-branding has also been studied from many viewpoints, such as co-created brands in multi-stakeholder ecosystems (Gyrd-Jones and Kornum, 2013), the local and global company co-branding (Mohan, Brown, Sichtmann & Schoefer, 2018), brand equity and trial effects of co-branding (Washburn, Till & Priluck, 2000), and the customer attitudes for co-branding versus brand extension (Besharat, 2010). ...

... Auch auf dem Markt für zeitgenössische Kunst richten Künstler-Unternehmer ihre künstlerischen Aktivitäten und Handlungen auf das primäre Ziel der Generierung von Aufmerksamkeit aus: Es gilt aufzufallen und sich von der Konkurrenz abzuheben und eine Künstler-Marke aufzubauen (Steinruck 2018 (Washburn et al. 2000). ...

Dieter Dahlhoff
Laura Engel

Die Verbindung von Kunst und Unternehmertum stellt ein konzeptionell nicht so neues Phänomen innerhalb des Kunstbetriebs dar. So beschreibt Andy Warhol einen Künstlertypus, der das Zusammenspiel von künstlerischem, kreativem Schaffen und unternehmerischem Handeln verwirklicht.

Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners.

Purpose The purpose of this paper is to discuss some common pitfalls in experimental research in the field of hospitality and tourism. It aims to offer recommendations on how to avoid such problems to enhance theory development. Findings This paper highlights some common pitfalls in hospitality research regarding manipulations, samples and data analyses. The challenges imposed by the global pandemic are also discussed. Research limitations/implications Researchers in hospitality are recommended to refine their experimental designs, to recruit appropriate and sufficient samples and to avoid the abuse of "researcher degrees of freedom" in data analysis. Originality/value This is the first study to review common mistakes in experimental research in hospitality research and to recommend some remedies. The findings of this study can contribute to stronger theory development.

Ali Selcuk Can
Yuksel Ekinci
Giovanni Pino

Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

Ceyda Paydas Turan

Ingredient branding has been widely used as a marketing strategy to create added value and enhance market competitiveness in a variety of durable and non-durable product categories. Despite its prevalence in practice, current research into ingredient branding offers little guidance for the services sector and is, in any event, limited to studies that analyse intentions rather than actual behaviours. This paper contributes to the literature by using scenario-based and field experiments to examine the impact of ingredient branding on consumers' purchasing behaviours in a service context. The scenario-based experiments highlight the mediating role of quality perception on willingness to pay, which increases by up to 9 % for a food item that is ingredient branded. The results of the field experiment show that the actual sales of an item increase by 40 % when it is ingredient branded. Consequently, this paper provides both theoretical and managerial insights into the favourable impact of ingredient branding on consumers' purchasing behaviour. This paper concludes by proposing an agenda for future research.

Private-label retailers' disclosures of dual manufacturing agreements—that is, agreements with manufacturers that produce both their own national brands and private labels—can affect the images associated with the retailers. In this study, an experiment reveals moderating effects on retailer images, according to the images of both the national brand manufacturers and the retailers; and also depending on the brand equity of the private label. A low-image retailer's disclosure that a national brand manufacturer supplies its private label causes consumers to perceive that the retailer has a higher image. However, the positive effects of private label supplier disclosure on the retailer's image are weaker when the private label enjoys high equity.

Radermecker Anne-Sophie

Purpose To analyze the market reception of multi-authored works of art through the lens of collaborative old master paintings ("formal/prestige collaboration"). This paper tests whether multi-authored attribution strategies (i.e. naming two artists as brand names) affect buyers' willingness to pay differently from single-authored works in the auction market. Design/methodology/approach This case study focuses on collaborative paintings by Flemish masters, based on a data set comprising 11,630 single-authored and collaborative paintings auctioned between 1946 and 2015. Hedonic regressions have been employed to test whether or not co-branded artworks are differently valued by buyers and how the reputation of each artist might influence valuation. Findings Despite the opportunity for buyers to purchase one artwork with two brand names, this study reveals that the average value of collaborative paintings is statistically lower than that of single-authored paintings. This is especially true when a reputed master was involved in the collaboration. The present findings suggest that the valuable characteristics of formal collaborations (i.e. double brand name, dual authorship and reputation, high-quality standards) are no longer perceived and valued as such by buyers, and that co-branding can affect the artist brand equity because of a contagion effect. We argue that integral authorship is more valued than partial authorship, suggesting that the myth of the artist as a lone genius is still well-anchored in purchasing habits. Research limitations/implications Prestige collaborations are a very particular form of early co-branding in the art world, with limited data available. Further research should consider larger samples to reiterate the analysis on other collaboration forms in order to challenge the current findings. Practical implications Researchers and living artists should be aware that brand building and co-branding are marketing strategies that may generate negative effects on prices in the art market. The perceived and market value of co-branded works are time-varying, and depends on both the context of reception of these works and the reputation of the artists at time t . Originality/value This market segment has never been considered in art market studies, although formal collaboration is one of the earliest documented forms of co-branding in the art world. This paper provides new empirical evidence from the auction market, based on buyers' willingness to pay, and it further highlights the reception of multi-authored art objects in Western art markets that particularly value individual creators.

Purpose This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand fit mediate the relationship between brand alliance type and emotional value perceptions? Third, do individual differences in world-mindedness moderate the influence of brand alliance type on emotional value perceptions? Design/methodology/approach In total, two experiments are performed. Experiment one examines the effect of brand alliance type, at varying combinations of partner brand quality and partner location (domestic or foreign), on consumers' emotional value perceptions. Experiment two examines the moderating role of world-mindedness in the relationship between brand alliance type and consumers' emotional value perceptions. Findings Results provide evidence that consumers' perception of brand fit mediates the relationship between brand alliance type and consumers' emotional value perceptions of the alliance. Results also indicate that world-mindedness moderates the relationship between brand alliance type and emotional value perceptions. Originality/value This research extends the previous literature on higher education dual-degree brand alliances and introduces world-mindedness as an important consumer-based characteristic to consider in this line of research. It answers calls for more research on higher education branding and calls for research into the potential mediating role and importance of brand fit. It provides several theoretical and managerial implications relevant to the higher education brand alliances, particularly in dual-degree programs.

This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency. Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.

Satyendra Singh
Michael B. Pasco
Tapas Ranjan Dash

The purpose of the chapter is to explore how people react to religion marketing in the context of the Philippines, which is largely a Christion country except for the South. This study is also important for both profit and nonprofit organizations that indeed use religion as a vehicle to emphasize moral standards to appeal to the religious segments and stakeholders in order to capitalize on people. For example, people should feel a sense of duty to be good to people or travel for pilgrim or standout by using religious symbols, among others. This chapter contributes to literature in that it examines how religion affects development of religion- and symbol-based marketing strategies that lead to desirable consumer behavior and purchases. Therefore, the purpose of the chapter is to explore how consumers react to religion marketing in the context of the Philippines whose majority of the population is Christian. Marketing managers can use the findings of the chapter to position their products and services to target the religion-based segment to increase the sales.

Xiangxiang Wu
Yong Zha
Linzi Li
Yugang Yu

Firms form various alliances or use brand extensions to enter new markets in order to improve their operational efficiency and create a positive spillover. However, they do not always know the implications of these strategies for market entry and multimarket competition because the sale of products in one market can have negative spillover effects on product sales in other markets. We present an analytical framework to examine whether and how (i.e., by choosing alliance entry or independent entry) competing firms should enter a market in a situation where market spillovers occur when a firm enters a spillover‐producing market to sell products that may increase or decrease the consumers' willingness to pay for products in the primary market. Our analysis shows that the operational efficiency (or quality differentiation ability) of firms in a spillover‐producing market varies, and hence, the impact of market spillovers differs for firms. We identify the key factors, such as bargaining power, brand value difference in the primary market, and the extent of efficiencies and spillovers, that determine the firms benefitting from the different entry strategies. Specifically, we show that firms would be more willing to choose an alliance strategy to enter a spillover‐producing market if the negative spillover is small and alliance efficiency is high. In contrast, if an alliance entry is not favored, the firms' relative operational efficiency is crucial for them to decide whether to enter the market independently under moderate spillover conditions. Finally, we show the implications of market entry strategies for managers.

Pankaj Singh
Anees Ahmad
Gyan Prakash
Prabhat Kumar Singh Kushwah

Purpose The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance. Design/methodology/approach Based on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students. Findings The results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation. Originality/value Two consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.

Ingredient branding, as one of the potent branding strategies, relies upon the added equity based on a strategic alliance of two brands. This article aims to discuss the fundamentals of ingredient branding and consolidate the extant knowledge with the help of an extensive literature review. A set of implementation guidelines for ingredient branding strategy, as well as the risks associated with the strategy, have been discussed. Finally, it has been argued that ingredient branding, due to its nuances and advantages can be useful for a firm to differentiate against its competitors in a highly commoditized market. This article will help managers and marketers decide about adopting an ingredient branding strategy, and choosing the right ingredient for the host brand to achieve a sustainable differentiation against competition.

Ji Yoon Kim
Xina Yuan
Sang Yong Kim
Young Joo Lee

This study attempts to explore the role of consumer's perception of quality within the new technology adoption process which is given little attention in the field of Information systems. In this regard, the authors developed an exploratory conceptual model in the level of consumer perception by exploring the antecedent of perceived quality. Three factors are introduced as determinants of perceived quality: perceived usefulness, perceived risk and trialability. Moreover, the authors investigate cross national differences among three countries including China, Korea and Japan by estimating our proposed model. An empirical study is conducted with analysis of the adoption mechanism for a new innovative product. Data analysis results support the authors proposed hypotheses, and significant differences are found among the three countries in regards to the new technology adoption process.

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest the popular belief that trusted brands improve respondents' assessments of unknown brands through a co-branding strategy may not be supported when there is a restriction on choice of payment and delivery options. That is, when including only a limited number of co-brands, brand associations may give the perception of restricted choice, leading to a lessened level of trust in the co-brand. We then repeat the study using a known branded product and known branded delivery and payment methods. Results show no difference in consumer perceptions between no cobrand and a full complement of cobrands. However, a restricted set of payment and delivery options leads to a more negative attitude toward the product and product quality.

Eun Joo Kim
Seyhmus Baloglu
Tony L. Henthorne

Hotels often use branded amenities to upgrade products. However, given the importance, branded amenities are scarcely studied as a tool to manage hotel brands. Signaling theory explains how branded amenities fit into an ingredient branding strategy for hotels. A series of ANOVA were conducted to analyze the effects of branded amenities on hotels' customer-based brand equity (quality, image, and loyalty) using an experimental design. The results confirm that an ingredient branding strategy is beneficial for enhancing hotel brands. The effects of the ingredient branding on the CBBE vary by economy, midscale, or luxury hotel segments. Midscale hotel brands yield the most potent advantages, while luxury hotel brands offer partial benefits from the strategy. The study provides essential implications for ingredient branding practices in the hotel industry. To achieve maximum benefits of ingredient branding, hotels need enough capacity to grow and minimum levels of CBBE.

Fanny Fong Yee Chan

The use of partnerships as a creative strategy is particularly popular when targeting millennials, though little is known about millennials' perceptions and preferences on joint promotions. Using a prosumer perspective, the current study explored this issue with a short survey of 221 participants and a qualitative study of 20 focus group discussions. Insights from the quantitative and qualitative studies indicated that participants were generally positive towards joint promotions and they used a 3S model in selecting joint promotion partners. The results provide information on an emerging trend in marketing communications that may motivate future research on the utility and efficacy of joint promotions that target millennials.

Yu-Yuan Chen
Po-Lin Lai
Shih-Yu Chen
Chih-Ping Wei

In this research, we propose a deep learning method for predicting the success of social media influencer collaboration. The main idea is to predict using audience perception whether the collaboration between a pair of social media influencers will be successful. Each social media influencer is referred to as a brand, while the audience comments is considered as consumer perception. This novel framework will aggregate audience comments using the Bidirectional Encoder Representations from Transformers (BERT) model to represent a social media influencer, and then leverage the neural network model to classify a collaboration into success and failure. In this study, we evaluate our proposed technique with a dataset collected from YouTube. Our empirical results demonstrate the effectiveness of our proposed technique, which outperforms all of the benchmark models.

Co-branding is an interesting approach to building differentiation and reputation. In the fashion industry, one well-known example of co-branding is the creative collaboration between fashion designers and mass-market retailers. This paper aims to explore this specific example of co-branding. It first introduces the concept of co-branding and presents its application by the Swedish retailer H&M. An exploratory study with a convenience sample confirms the interest of the approach. Further analysis of the contrasting results of H&M's collaborations with Lanvin and Sonia Rykiel shows that if a co-branding strategy is well managed by integrating compatible elements between two brands – visions, values and wills, to create real synergies – it presents an interesting path towards creating sustainable brand differentiation.

Mergers are a common phenomenon in the business world despite statistics showing the high failure rates of mergers. A lack of focus on the consumer is often noted as a contributing factor to these merger failure rates. As such, this research focuses on consumer reactions to mergers by exploring the role of consumer attitude and service perceptions of the pre-merger brands. A carefully controlled experiment examines both pre-merger and post-merger brand attitudes and service perceptions. In addition, the role of perceived fit in shaping perceptions of the merger is explored. Overall, this study enhances the existing literature by providing a foundation for understanding how consumers initially react to the announcement of a merger involving their own brand. Several managerial implications emerge from the study findings.

Mahabubur Rahman

Given the existence of brand parity/brand similarity in certain product categories, it has become difficult for brand owners to provide unique brand experience to the customers. Companies therefore are increasingly depending on brands from other companies in an effort to enhance their customers' brand experience with a view to bolstering up their own brand's equity. This practice of branded branding strategy (BBS) is different from other related brand strategies such as co-branding and ingredient branding. This paper sets out to provide a theoretical explanation as to why brand parity/brand similarity occurs. This paper then introduces and defines 'BBS' concept and explains how it differs from other related brand strategies. Finally, the paper explains how BBS may be used by the companies to build and strengthen brand equity through provision of better brand experience.

This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common. When two brands from the fashion industry collaborate, both brands exist independently and do not rely on 'ingredients' for developing a new product and, therefore, presenting an opportunity for exploring the drivers and types of relationships that could exist. This study adopts an interpretive method of investigation using in-depth interviews with brand managers. Findings provide empirical support for value creation through different relationship levels (such as brand/awareness co-branding, values endorsement and complementary competence co-branding) while highlighting some challenges and risks for co-branding in practice. This article discusses implications for theory development and practice and highlights avenues for future research.

br/>Purpose Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands' positioning on consumers' perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands. Findings The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands. Research limitations/implications The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit. Originality/value The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.<br/

Co-branding has emerged as an attractive management option in the past three decades due to the growing realisation that it can exploit companies' existing brand equities. Despite extensive research into branding, existing knowledge about co-branding remains relatively limited. This paper summarises the findings in the literature with regard to how co-branding strategies may benefit (or harm) both managers and end users, the mechanisms by which brands share their associations, and the conditions in which consumers might evaluate a co-branded product favourably (or unfavourably). To further our understanding of the factors that lead to successful co-branding arrangements, this paper explores examples of successful and unsuccessful co-branding initiatives and introduces a Value Exchange Framework to demonstrate how value is created within these co-branding arrangements. This research also defines the scope of co-branding by identifying the areas of agreement, disagreement and boundary conditions within this domain. Finally, an agenda for further research is set forth based on priorities found in the existing literature.

William Bearden
Jesse E. Teel

Data obtained from 375 members of a consumer panel in a two-phase study of consumer experiences with automobile repairs and services were used to examine the antecedents and consequences of consumer satisfaction. The results support previous findings that expectations and disconfirmation are plausible determinants of satisfaction, and suggest that complaint activity may be included in satisfaction/dissatisfaction research as suggested by earlier descriptions of consumer complaining behavior.

Purpose – This paper seeks to present a cultural approach to co-branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand. Design/methodology/approach – This paper conducts a case analysis of a co-branded product. Provides both a managerial and a cultural reading of the co-brand in question, before proceeding to make a "neo-Freudian" analysis of the potentially transgressive meanings involved in the co-branding in question. This is done not so much to produce an authoritative reading of the cultural and commercial sign of the co-brand as to make a bold leap and provide a daring reading of a seemingly innocent co-branded product. Findings – Through the case study of the co-branded product, the vast amount of cultural meanings that goes beyond the sets of brand identities proposed by the brand managers is explored. Discusses the limitations of traditional strategic branding models and suggests a certain degree of humility towards the mysterious and spiritual forces when trying to exploit mythological levels of social meanings and narratives in the branding process. Practical implications – For brand managers who seek to co-operate with other brands in the marketplace, this paper offers an argument for the almost limitless potential of symbolic dimensions that are inextricably linked to combining brand universes. By doing so, a more comprehensive understanding of the meaning management for co-branded products and potentially a more successful outcome of the branding process may be achieved. Originality/value – In addition to existing research, this paper illustrates that the practice of co-branding involves a play with symbolic forces that can be unpredictable and difficult to control for a brand manager. This finding has implications for the degree to which one can expect to be able to manage the social communication processes generated from a co-branded product.

William Bearden
Jesse E. Teel

C. Whan Park
Sung Youl Jun
Allan D. Shocker

The authors report two studies investigating the effectiveness of a composite brand in a brand extension context. In composite brand extension, a combination of two existing brand names in different positions as header and modifier is used as the brand name for a new product (e.g., Slim-Fast chocolate cakemix by Godiva). The results of both studies reveal that by combining two brands with complementary attribute levels, a composite brand extension appears to have a better attribute profile than a direct extension of the header brand (Study 1) and has a better attribute profile when it consists of two complementary brands than when it consists of two highly favorable but not complementary brands (Study 2). The improved attribute profile seems to enhance a composite's effectiveness in influencing consumer choice and preference (Study 2). In addition, the positions of the constituent brand names in the composite brand name are found to be important in the formation of the composite's attribute profile and its feedback effects on the constituent brands. A composite brand extension has different attribute profiles and feedback effects, depending on the positions of the constituent brand names.

Richard L. Oliver

A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.

Kevin Lane Keller

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

Stephen J. Hoch
John Deighton

The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a four-stage process (hypothesizing—exposure—encoding—integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.

Priscilla A. LaBarbera
David Mazursky

A simplified cognitive model is proposed to assess the dynamic aspect of consumer satisfaction/dissatisfaction in consecutive purchase behavior. Satisfaction is found to have a significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context of a three-stage longitudinal field study. The asymmetric effect found demonstrates that repurchase of a given brand is affected by lagged intention whereas switching behavior is more sensitive to dissatisfaction with brand consumption. An attempt to predict repurchase behavior on the basis of the investigated cognitive variables yielded weak results. However, repurchase predictions were improved when the model was extended to a multipurchase setting in which prior experience with the brand was taken into account.

Siew Meng Leong
S. H. Ang
J. Liau

Examines the effects of extending master brands - brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally manipulated - category dominance, the success of an extension, and the similarity between the extended and original products. The results indicated that a brand's association with its original product category was diluted when an extension failed. This effect was moderated by category dominance prior to the extension. Specifically, the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions.

The article explores themeaning of congruency in relation to global brand alliances and finds that congruence between partner brands decomposes into two major subdimensions (relevance congruence and expectancy congruence). In addition, the article examines the effect of congruence on consumers' responses toward the brand alliance in terms of two conceptually distinct constructs: attitude and product evaluation. The results indicate that both relevance and expectancy congruence affect global brand alliance assessments. The results also reveal a significant spillover effect and that country-of-origin image is a significant covariate in determining global brand alliance assessments. As such, in selecting potential brand partners, managers should ensure that the host and partner brands are relevant in the purchase context according to past consumer experiences.

Paul Feldwick

This paper examines what is meant by the term 'brand equity'. It identifies three distinct uses of the expression: brand value, the total value of a brand as a separable asset; brand strength, a measure of the strength of consumers' attachment to a brand; and brand description, a description of the associations and beliefs the consumer has about the brand. Each of these concepts is discussed with reference to the literature on the subject.

This paper considers destinations and hotels operating within a gaming destination as co-branded experiential choice products. Specifically, it examines the overall and individual effects of visitors' perceived brand equity of a gaming destination and their perceived brand equity of various hotels, including 'flagship' or branded hotels, in terms of influencing their reaction to a hypothetical brand loyalty scenario in which their intended and preferred hotel was unable to provide accommodation thus forcing them to either: (1) choose an alternate hotel in the destination and continue with the visit, (2) cancel the trip and choose another destination to visit, or (3) insist on staying at the preferred hotel but postpone the trip at another period. The study's expectation is that visitors' response to such a hypothetical scenario is moderated by the relative influence of their perceived brand equity for the destination and for hotels. The emergent gaming destination of Macao is used as a case study for this purpose. The study's findings indicate that visitors' overall destination brand equity perceptions-rather than hotel brand equity perceptions-is robustly significant when it comes to influencing visitors' response to the brand loyalty scenario. Results of the study indicate several relevant implications for destination management organizations (DMOs) seeking to enhance their destination-branding efforts and for hotel operators, especially internationally branded hotel chains.

Kevin Lane Keller

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

Robert E. Smith

Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three independent variables are manipulated: the information source (ad only, trial only, and ad plus trial), information sequence (ad/trial and trial/ad), and favorability of trial (positive and negative). Results show that (1) advertising can lessen the negative effects of an unfavorable trial experience on brand evaluations, especially when the ad is processed first, (2) when negative trial precedes exposure to advertising, cognitive evaluations of the ad are more negative, (3) the ability of ad attitudes to influence brand cognitions and brand attitudes is significantly reduced after trial, and (4) the ability of brand cognitions to influence brand attitudes is significantly increased after trial. Implications for advertising research and practice are discussed.

A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes. Accordingly, the authors develop a general model of how consumers process and respond to trial experiences. This trial model then is integrated with a well-known advertising model to trace how (1) consumers react when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate these models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing research and practice.

D. Gloria Wu
Laurence Chalip

Brand alliances have been advocated as a strategy to appeal to consumers by capturing favorable associations of two separate brands. Sportswear and fashion designer brands have consequently formed partnerships, although co-branding effects are not always as anticipated, and the effects of co-branding on consumer evaluations of apparel are unknown. This study employed a 3 (sportswear brand) × 3 (fashion designer brand) experimental design to test the effects of co-branding on consumers' evaluations of apparel attributes (practical good looks, comfortable fit, and value for quality) and their purchase intentions. Males and females evaluated the products differently. Males preferred branded over unbranded polo shirts, but did not differentiate a co-branded polo shirt from a single-branded one. Females preferred fashion brands and disliked co-branded polo shirts. All three apparel attributes significantly affected the decision to purchase a shirt for oneself, but only practical good looks and value for quality affected the decision to purchase a shirt as a gift. Findings demonstrate that co-branding apparel may not improve its attractiveness to consumers, regardless of reason for purchase.

David A. Aaker

This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.

C. Whan Park
Sung Youl Jun
Allan D. Shocker

Deryck Van Rensburg

This paper highlights the infrequently discussed role of the entrepreneur as founder of disruptive brands creating new categories often in stealth-like manner. A corporate entrepreneurial response being pursued by Fortune 100 corporations' renown for their branding prowess is posited in the paper called strategic brand venturing. Strategic brand venturing is a boundary-spanning activity whereby large firms access disruptive brands and entrepreneurial marketing know-how through equity investments in entrepreneurial brands. Comparisons are made between technology venturing and brand venturing and a conceptual model is proposed to assist in further research and practice of this inter-organizational strategy. The model borrows from prior venture capital and corporate venture capital models but caters for the exigencies of brands and entrepreneur founders. The version proposed also acknowledges the role of antecedents and the role of influential exogenous communities such as consumers and retailers. The paper concludes with suggestions for future research.

Composite branding extensions, wherein two existing brands ally themselves to create a composite brand name and enter a different product category, have become a common way to introduce a new product. An important managerial issue is deciding how to position the two brand names within the expression to communicate this alliance to consumers. Drawing on linguistic theories, this research explores how consumers may interpret different composite brand expressions relative to the positions of the two brand names in the expressions. We find that the brand in the initial position of most expressions is perceived as more closely associated with, and more responsible for the extension product than the other brand in the alliance. This perceived responsibility is also influenced by the perceived relative brand strengths, or the marketing abilities of both brands.

Stephen J. Hoch
John Deighton

The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a fourstage process (hypothesizing-exposure-encoding-integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.

This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country – China and when they travel to the foreign country as their host country – the United States. Three U.S.-based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model.

Yi-Chin Lin

Purpose ‐ The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co-branded hotels. Design/methodology/approach ‐ Data were gathered from 198 respondents and two co-branded hotels in Taiwan were assessed. Findings ‐ The findings showed that the fit between co-brands mediate the relationship between brand familiarity and purchase intention. In particular, a well-known co-branded hotel with a high level of brand fit could directly or indirectly affect consumer decision-making processes regarding purchase intention towards the co-brand. Conversely, a less familiar co-branded hotel had a positive effect on purchase intention only if respondents perceived a good fit between allied brands. Research limitations/implications ‐ Brand fit could be a more important factor than brand familiarity in influencing the success of hotel co-branding strategies. Future research to examine the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or managers, is recommended. Originality/value ‐ Most hospitality studies focus on co-branding between hotels and restaurants. This study empirically investigated the effects of co-branding on consumer behavior in the hotel sector.

Although previous literature in co-branding sheds light on the effects of perceived between-partner fit on consumer evaluation of co-branded products, the scope of findings has been limited to the functional fit only, and the importance of symbolic fit has been largely ignored. By conceptualizing perceived fit in two different ways – functional versus symbolic – this study attempts to provide a better understanding of the role of fit in co-branding evaluations. Findings demonstrate that both functional and symbolic fit significantly influence consumer response to co-branding. More importantly, results reveal that the relationships between fit and attitudes show different patterns across the dimensions of fit. Functional fit shows the inverted U-curve relationship with co-branding assessment, such that co-brands with high functional fit do not improve upon co-brands with moderate functional fit, whereas symbolic fit shows a positive monotonic linear pattern.

Purpose ‐ Built upon brand attitude literature, particularly the cognitive dissonance theory and contrast theory, the authors' conceptual framework aims to explain how prior consumer satisfaction with each alliance partner affects consumer attributions (i.e. credit or blame) directed toward each partner for both highly satisfying and less-than-highly satisfying alliance experiences. Design/methodology/approach ‐ This paper extends the cognitive dissonance theory and contrast theory to the brand alliance context. Survey responses from 1,510 consumers, each having had purchase experiences with one of 18 brand alliances, were used to test hypotheses. Findings ‐ The authors identify which of the two theories provides greater explanatory power under varying conditions. Further, they find an intriguing host effect. That is, consumers tend to hold host partners more responsible for both highly satisfying and less-than-highly satisfying alliance encounters. Practical implications ‐ The authors' findings help firms better understand how consumers respond to alliance encounters. Practical insights include distinct advice for host versus guest partners in partner selection and resource commitments to alliance platforms. Originality/value ‐ This paper is among the first to investigate consumer reactions to actual alliance encounters, especially in market rather than experimental conditions. Further, whereas the literature has focused on positive consumer experiences with brand alliances, the authors' research includes both highly satisfying and less-than-highly satisfying alliance experiences and thus they uniquely report on the full range of alliance encounter outcomes.

Purpose ‐ The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms of host and guest partners, and the moderating effects of consumer AES attributions on AES-to-behavioral intention relationships. Design/methodology/approach ‐ This paper extends attribution theory and satisfaction literature to the brand alliance context. The study used 1,470 survey responses from consumers, each having had purchase experiences with one of 16 brand alliances, to test hypotheses. Findings ‐ AES spills over to favorable behavioral intentions toward each alliance partner as a standalone brand. This spillover effect is strengthened by a carryover effect. Intriguingly, if a partner outshines the other and solely receives AES attributions, there is a significant contrast effect adversely affecting the spillover effect for the non-attributed partner. Practical implications ‐ The findings provide advice on partner selection and alliance resource commitments. Choosing partners well and working synergistically to attain AES is essential for gaining behavioral intention uplift for alliance partners. Brand managers are advised to select partners with comparable rather than superior capabilities. Also, since outcomes of alliance encounters lead to greater gains (or losses) for host brands, hosts are called to be particularly thorough when making alliance resource commitments. Originality/value ‐ There are few studies of actual consumer experiences with alliances, since most consumer-focused alliance research uses experimental designs. This paper is among the first to examine the effects of actual consumer alliance encounters on behavioral intentions toward each alliance partner as a standalone firm.

Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies' potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial implications for both brands. Design/methodology/approach – A leisure centre-based survey was used to collect information on children's attitudes, evaluations of fit and consumption intentions of co-branded products. Findings – The findings confirm that co-branding strategies may have a very positive impact on attitudes towards partner brands, intentions to consume co-branded products and the host brand. They also indicate that consumption intentions for other products from the host product category are enhanced. From a theoretical perspective, the study stresses the essential mediating role of brand fit. Indeed, this construct appears to enable preadolescents to integrate simultaneous evaluations of two brands while constructing their attitudes towards one product. The asymmetric spill-over effect is also confirmed, with the non-familiar (weaker) brand benefiting more from the co-branding than the familiar (strong) brand. Research limitations/implications – The main limitations pertain to the small sample size and the absence of direct behavioural measures that could be added through later research. It would also be interesting to study further the concept of fit and the nature of the underlying mediating process (cognitive vs affective) among the target audience, as well as to analyse the impact of the various types of co-branding (functional vs symbolic). Practical implications – The derived guidelines suggest how non-familiar brands to the pre-adolescent target (including retailers' brand) may expand their businesses through successful alliances with a more familiar brand that is viewed favourably. Social implications – In this study, concerns were high to select a co-branded product that does not harm children's health, to the contrary (vegetable soup with cheese). The results demonstrate that the tactic may increase the target's intentions to eat products that it would not necessarily fancy (as often the case for healthy products) while contributing to the positive development of economic actors. In this, the paper shows that economic interests should not always be opposed to social welfare. Originality/value – This study investigates the very popular strategy of brand alliance among an original target (eight-to 12-year-olds) and identifies the original process through which preadolescents appraise two brands that endorse one product, a unique marketing context. This represents an important starting point to further studies on brand alliances.

Astrid Keel
Rajan Nataraajan

The authors assess the extant research in the area of celebrity endorsement and point out the need for continuing research in celebrity marketing. Suggestions for future research are made in a wide breadth of areas, spanning from celebrity endorsements to novel areas of celebrity branding. The authors propose three celebrity-branding strategies and discuss the factors that may influence their effectiveness. Other areas for future research in celebrity marketing that are discussed include ethical marketing to vulnerable consumers and social marketing. The authors conclude with suggestions regarding theories and methods that can be used for future research in celebrity marketing.

Beth Myers
Wi-Suk Kwon

A cause–brand alliance is a type of cause-related marketing campaign in which the brand supports a cause in response to a consumer purchasing a product associated with the brand. Using the meaning transfer, attribution, and schema theories, the researchers developed a model and hypotheses addressing structural relationships among key antecedents of brand attitude change upon encountering a cause–brand alliance. The model and the hypotheses were tested in the context of hypothetical cause–brand alliance scenarios. Findings indicate cause–brand alliance attitude as a strong direct predictor of post brand attitude, whereas cause involvement, perceived brand motivations, and prior brand attitude indirectly predict post brand attitude through their effects on cause–brand alliance attitude. Cause–brand fit also indirectly predicts cause–brand alliance attitude via perceived brand motivations. Managerial and theoretical implications are discussed.Copyright © 2012 John Wiley & Sons, Ltd.

This study investigates how native consumers evaluate international brand alliances (IBA) between a foreign brand and a native brand. The empirical results support the moderating effects of both brand order and consumer ethnocentrism (CET) on the effects of foreign and the native partner brand attitudes on the attitude towards an international brand alliance (IBA). The partner brand (regardless of its being a native or foreign brand) attitude has a stronger effect on the attitude towards an IBA when the partner brand appears first in the IBA than when appearing second. CET enhances the effect of the native brand attitude on IBA attitude unconditionally; but attenuates, only when foreign brand fit is low, the effect of the foreign brand attitude on IBA attitude.

Pieter Cornelis

Purpose – Co-branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for co-branding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on co-branding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of co-branding. This article aims to present results of an experiment on the effects of co-branding from a real-life theme park perspective. Design/methodology/approach – The article is based on a classical field experiment in which the IBRA-method of measuring brand associations was used. The IBRA-method does not influence the brand associations like many other research techniques do (by giving certain cues). It is an unaided, unbiasing research technique. The objective of the study is to investigate whether the relationship between theme park Efteling and WWF, resulting in the co-branded attraction PandaVision, could have a negative effect on the strong brand associations of theme park Efteling. Findings – Through the field experiment an insight has been given into the possible effects a respondent's perceived brand fit within a co-branding situation can have on the average evaluation of core associations of one of the constituent brands. Even strong brands (Efteling is the strongest brand in The Netherlands) can be harmed by a wrong co-brand strategy. Results also showed that the brand fit manipulation has resulted in a more negative image of Efteling without affecting the evaluation of the co-branded attraction PandaVision. Only measuring whether guests like or dislike your attractions is thus not sufficient. Research limitations/implications – This research is presented as a preliminarily study and the results should be interpreted with caution. The sample size was limited to 70 respondents and the experimental design with only students may not necessarily represent the typical visitor to the Efteling. Because of the crude manipulation of the treatment it is unclear what precisely caused the established effect. Is the effect caused by the degree of elaboration (meaning, because the respondent is triggered to think deeply about the matter at hand) or by the substantive guidance? Supplementary research with several experimental groups is needed to answer this question. Practical implications – Theme parks should be aware of the dangers of co-branding. Pairing with a wrong partner can damage the brand; negative spillover effects, erosion, brand dilution and even negative bottom line effects for the participating brands are possible. If the results occur for strong brands, weaker brands should be even more aware of the dangers. Originality/value – This article presents the first application of the effects of co-branding in a specific theme park setting. It is also the first article to use the unbiased IBRA-method for measuring brand associations of a co-brand strategy. Negative effects of co-branding for strong brands in a real-life situation were never reported before.

Tara Heath

This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of 'parent brand fit' on how consumers evaluate co brands received mixed results.

Nicole L. Votola
H. Rao Unnava

This research examines the conditions in which the effect of 1 partner's negative behavior in a marketing alliance is likely to spill over to the other. Alliances with both a supplier and a spokesperson were considered. Furthermore, we determined the impact of 2 types of negative attributes: incompetence and immorality. Negative spillover from the partner brand to the host brand occurred only when the host brand was viewed as equally culpable for the offense (i.e., the host was linked directly to the negative act). In addition, moral failures were more detrimental than competence failures in a spokesperson alliance, whereas the reverse was true in a supplier alliance.

Randi Priluck

Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products. Recommends strategies for co-branding based on classical conditioning, a method for developing associations, and provides examples of firms that have found success when using these techniques.

Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has previously focused on product-specific co-branding, is extended. Traditional co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this new phenomenon. The research reveals that the motivations for introducing co-brands into existing franchises include alignment of a suitable brand with existing retail formats, risk aversion by the franchisor to the use of externally owned brands, reinvigorating the brands, and stimulating sales growth for specific outlets. In addition the research shows that co-brands can be successfully created internally franchisors are willing to sacrifice the culture and concept of the original franchise brand in order to achieve system growth.