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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/108878
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/108878


    Title: Co-branding partner selection: The importance of belief revision
    Authors: 李嘉林
    Lee, Chia-Lin;Decker, Reinhold
    Contributors: 企管系
    Keywords: belief-revision;book-keeping;co-branding;M31;partner selection;stereotype change;sub-typing
    Date: 2016-08
    Issue Date: 2017-04-17 11:34:16 (UTC+8)
    Abstract: This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.
    Relation: Journal of Business Economics and Management, 17(4), 546-563
    Data Type: article
    DOI 連結: http://dx.doi.org/10.3846/16111699.2016.1197848
    DOI: 10.3846/16111699.2016.1197848
    Appears in Collections:[企業管理學系] 期刊論文

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