An empirical study of consumers emotional reaction on brand collaboration

Abstract

The study aims to examine customers' emotional reaction to brand collaboration, taking into consideration the possible combination of different brand equities using three experiments. Mobile phone is selected as the hypothetical product. Samsung is selected as the brand with the highest awareness in the mobile manufacture category whereas Burberry is selected as the brand with the highest awareness in the fashion category. Meanwhile, HTC and Bottega Veneta have the lowest brand awareness in the mobile and fashion category respectively. Four companies were selected to launch a hypothetical collaboration product. Analyzing the experiment samples' data from china mobile phone market, the study findings revealed that consumer's image congruence level (brand attitude/ brand relationship) of a product having two high brand awareness (High-High) is significantly greater than consumer's image congruence for the same product having two different brand awareness (High-Low or Low-High). Consumer's image congruence level (brand attitude/ brand relationship) for a product with two high brand awareness (High-High) is significantly greater than consumer's image congruence for the same product with two low brand awareness (Low-Low) brands. A psychological framework is proposed in order to give marketers a new analytical tool in understanding and implementing effective brand collaboration.

A Comparison of McDonalds Marketing Methods in the Eurasian Marketasian Market

“…In contrast to the concept of conceptual brand partnership, customers now tend to place more emotional value on the things they buy rather than functional value [5,18]. Indonesia has Southeast Asia's largest foodservice market, with a collaboration between McDonald's in Jakarta and BTS, a prominent Korean K-Pop idol group, has increased orders from its stores to the point where some have had to close [5].…”

THE COLLABORATIVE BRAND MARKETING: THE CASE OF BTS-McDONALD’S IN JAKARTA, INDONESIA

“…This type of collaboration is co-operative marketing activities that consist of short or long-term associations of two or more individual brands (Hou et al, 2017). The usage of brand collaboration as marketing strategy can be represented by using the association of brand names, logos, or other proprietary assets of the brand in promotions.…”

“…These days consumers are mostly smarter. They tend to choose a product based on its emotional values instead of its functional values as there are way too many functionally similar products which are competing within same category and consumers have become more selective on goods that are functionally similar (Hou et al, 2017). Thus, to successfully compete, companies came up with different approaches in marketing and partnership.…”

Revisiting the Issues of Co-Branding

“…Furthermore, co-branding uses multiple brand names on a single product or service to provide consumers with better service and value. (Carpenter, 1994).…”