An Experimental Study of Retailer-Brand Collaboration: Duration and Perceived Fit Towards Consumer Behavior

Abstract

Indonesian retailers such as department stores tend to use sales promotions by discounting items, which has caused the consumer to be less likely to pay at fu ll price and learn to postpone their purchase. Therefore, this study investigates the effects of limited-edition strategy in a retailer-brand collaboration on consumer behaviors, i.e., the urgency to buy. Analysis of variance was conducted to test a 2 x 2 between-subjects design (n=277). The result shows that the urgency to buy is favorable among participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the effectiveness of brand alliances and limited -edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by exciting consumers to purchase right away without marking the product on sale.