Detangling consumer attitudes to better explain co-branding success

Ho, Han-Chiang; Lado, Nora; Torres, Pilar Rivera

doi:10.1108/jpbm-11-2015-1039

Cited by 26 publications

(14 citation statements)

References 96 publications

(97 reference statements)

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“…The various stakeholders may see the brand differently from one another (Pino et al, 2015). Other brands and events associated with the brands are also influencing the brand meaning, with various activities ranging from co-branding (Ho et al, 2017) to placing brands in games (Vashisht and Pillai, 2017). Brand images are not produced primarily from the selected components of the brand identity that the company decides to project to the market and produce images to shape brand reputation.…”

Section: Other Things Have Changedmentioning

confidence: 99%

New challenges in brand management

Veloutsou

Delgado‐Ballester

2018

SJME

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Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

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Section: Other Things Have Changedmentioning

confidence: 99%

New challenges in brand management

Veloutsou

Delgado‐Ballester

2018

SJME

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“…This result means that reputation is indeed important and is an invisible but valuable asset because it is indeed difficult to create a good product reputation (Wulandari, 2016). According to consumer attitudes, it is also influential in terms of co-branding like this, namely cognitive, affective and conative (H.-C. Ho et al, 2017;Leonita, 2012). This is what makes Compass Shoes have an excellent reputation with the competition for local brands in Indonesia.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

Co-branding of compass shoes on social networks

Basit

Munfarida

Rully

et al. 2021

Indonesian Journal of Communications Studies

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Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.

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“…Social media advertisements provide young people with detailed and rich information about plant-based meat, making them have an intuitive feeling about plant-based meat ( Liang et al, 2016 ; Ho et al, 2017 ). This paper predicts that the greater the fluency of young people’s perception, the easier it is to promote their immediate imagination on plant-based meat’s taste and environmental protection function ( Chen and Zheng, 2015 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Inspiration or risk? How social media marketing of plant-based meat affects young people’s purchase intention

Wang

Yang

2022

Front. Psychol.

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As an alternative protein product to animal meat, plant-based meat is considered to play an essential role in improving animal welfare and protecting the environment. However, why do a few consumers choose plant-based meat but others do not? Despite the increasing research on plant-based meat marketing, little is known about the psychological mechanism by which plant-based meat marketing affects consumers’ purchasing decisions. We utilize dual-system theory to understand how social media marketing of plant-based meat influences cognitive fluency, customer inspiration, perceived risk, and purchase intention. Four studies (i.e., Studies 1, 2, 3, and 4) show that social media marketing can increase young people’s purchase intention of plant-based meat more than traditional marketing. In Studies 1 and 2, increased intensity of social media marketing can enhance young people’s cognitive fluency and further promote purchase intention. Study 3 explores how cognitive fluency relates to purchase intention through two psychological mechanisms. We suggest that a higher level of cognitive fluency increases customer inspiration and improves purchase intention. However, a lower level of cognitive fluency reduces purchase intention by increasing perceived risk. Study 4 manipulated members’ in-group or out-group status to show a boundary condition for the effect of brand community identity on purchase intention. These studies provide insight into how brand marketers can use social media to promote consumer inspiration and advertising engagement, how managers can offer fluency-increasing mechanisms to ensure a low level of perceived risk, and how enterprise practitioners may want to consider brand community publicity to attract out-group members.

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Detangling consumer attitudes to better explain co-branding success

Cited by 26 publications

References 96 publications

New challenges in brand management

New challenges in brand management

Co-branding of compass shoes on social networks

Inspiration or risk? How social media marketing of plant-based meat affects young people’s purchase intention

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