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Detangling consumer attitudes to better explain co-branding success

Detangling consumer attitudes to better explain co-branding success PurposeThe purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs.Design/methodology/approachQuestionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling.FindingsThe authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results.Originality/valueThis study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Detangling consumer attitudes to better explain co-branding success

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
DOI
10.1108/JPBM-11-2015-1039
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs.Design/methodology/approachQuestionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling.FindingsThe authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results.Originality/valueThis study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Nov 20, 2017

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