Parent brands’ influence on co-brand’s perception: a model-based approach
| Autor: | Reinhold Decker, Pascal Kottemann, Daniel Böger |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Integrated information theory business.industry Brand perception media_common.quotation_subject Brand alliance 05 social sciences Cognitive consistency Market research Empirical research Brand association Partner selection Management of Technology and Innovation Perception 0502 economics and business 050211 marketing business Psychology Merge (version control) Social psychology Co-branding 050203 business & management media_common |
| Zdroj: | Journal of Product & Brand Management. 27:514-522 |
| ISSN: | 1061-0421 |
| DOI: | 10.1108/jpbm-08-2017-1555 |
| Popis: | Purpose This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards the parent brands and their usage of the parent brands affect this influence. Design/methodology/approach Building on both cognitive consistency and information integration theory, this paper proposes a model-based approach to quantify the parent brands’ influence on the co-brand’s perception. Using an empirical study with 317 respondents collected by a professional online market research firm, this paper highlights the benefits of this model-based approach. Findings The results indicate that the perception of a co-brand arises from a weighted merge of the parent brands’ perceptions. The findings further reveal that the better (worse) a parent brand’s evaluation is in contrast to the other parent brand’s evaluation, the more (less) familiar a parent brand is in contrast to the other parent brand, and the more (less) frequent a parent brand is used in contrast to the other parent brand, the larger (smaller) is its influence on the co-brand’s perception. Originality/value The findings shed light on the formation of a co-brand’s perception which can be crucial when selecting the right co-branding partner. Additionally, by quantifying the parent brands’ influence on the perception of the co-brand, this model-based approach helps brand managers to analyze co-brand pairings beforehand and select the best pairing in accordance with their goals. |
| Databáze: | OpenAIRE |
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