Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker, Carolin; Baade, Annika

doi:10.1057/s41262-016-0013-5

Cited by 35 publications

(30 citation statements)

References 115 publications

(172 reference statements)

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“…Brand extension extends the current brand image to new or modified products in a new category (Aaker and Keller, 1990). Cobranding, also known as "brand alliance," refers to two or more brands used on the same product or service (Decker and Baade, 2016). When two brands are combined in some way, the co-branding is created and the image of one brand can be transferred to another (Decker and Baade, 2016).…”

Section: Brand Image Transfermentioning

confidence: 99%

Event and city image: the effect on revisit intention

Lien

Wang

et al. 2020

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Purpose The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction) on tourists’ formation of event image; to examine the effect of event image, satisfaction and city image on tourists’ revisit intentions to the host city; and to explore the mediating role of city image. Design/methodology/approach This study used the 28th Qingdao International Beer Festival (QIBF) as the case for verifying the relationships in the proposed model. The survey was conducted in Qingdao and 366 valid observations were collected. Structural equation modeling was used to validate the research model. Findings Event image is found to be significantly and positively influenced by direct experience of an event and social interaction. City image and satisfaction are important predictors of revisit intention. The meaning of event image is transferred to city image. City image plays a pivotal role in mediating the effect of event image and satisfaction on revisit intention to the host city. Research limitations/implications This study surveyed Chinese tourists attending QIBF in Qingdao and consequently the outcomes may lack generalizability. This research did not survey foreign tourists. Thus, the differences of attitudes and behaviors between Chinese and foreign tourists are not compared. Practical implications The outcomes provide insights into how a city manager can organize an event to enhance tourists’ intentions to revisit the city. Originality/value This study represents one of the few studies that use both social representation theory and the theory of brand image transfer in examining the influence of external social contexts on tourists’ formation of event image and investigates how the unique meaning of event activities is transferred to city image. In addition, the mediating role of city image is fully explored in this research.

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Section: Brand Image Transfermentioning

confidence: 99%

Event and city image: the effect on revisit intention

Lien

Wang

et al. 2020

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“…In Group 3, the respondents were exposed to a hypothetical co-brand by Braun and Chanel and asked to indicate their perceptions towards this co-brand. By using a hypothetical co-brand, this paper followed an often-applied practice in the co-branding literature (Ahn and Sung, 2012; Decker and Baade, 2016; Kalafatis et al , 2012). The co-branded product was a facial sonic cleansing brush[1] and the respondents were allowed to look at the corresponding authentic photomontage for as long as they wanted.…”

Section: Empirical Studymentioning

confidence: 99%

Parent brands’ influence on co-brand’s perception: a model-based approach

Böger

Kottemann

Decker

2018

JPBM

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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.

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“…OSP characteristics may include overall reputation, location, the technologies employed, facility used, firm size and age, and experience in the industry. Previous research supports that consumers rely on these characteristics to draw inferences about the quality of products or services (Roggeveen, Bharadwaj, and Hoyer 2007) and assess the level of “fit” (Decker and Baade 2016, Lu, Gregory, and Ngo 2020). Our preliminary research results (see Scenario Development section for details) confirm the importance of three key extrinsic cues of OSPs in forming SOF for offshore services: cultural similarity, OSP reputation, and technical capabilities of the OSP as compared with those of focal firms.…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Managing Customer Uncertainty in Making Service Offshoring Decisions

Gregory

Ngo

et al. 2021

Journal of Service Research

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Despite a long-standing interest in service offshoring from both academics and practitioners, the questions how and under what conditions customers react when a well-known national brand decides to outsource its services to an offshore service provider (OSP) is an understudied area. Drawing on cognitive consistency theory, we test a new construct called, “service offshoring fit” (SOF) that captures customer overall perceptual consistency in their memory networks between the focal firm and the OSP as indicated by the suitability, appropriability, and logicality of the alliance. Using 393 responses from a panel of customers of focal brands, we show that customer certainty mediates the relationship between SOF and intention not to switch by current customers. Our findings also reveal an inverted U-shaped relationship between marketing communications and customer certainty at different levels of SOF. Specifically, if firms communicate consumers’ benefits associated with offshoring, they can mitigate or avoid negative customer reactions (and subsequently increase customer certainty); however, after a certain point, such effects are reduced.

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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Cited by 35 publications

References 115 publications

Event and city image: the effect on revisit intention

Event and city image: the effect on revisit intention

Parent brands’ influence on co-brand’s perception: a model-based approach

Managing Customer Uncertainty in Making Service Offshoring Decisions

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