The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan

Shih-Ching Wang, P.K. Soesilo, D. Zhang, Anthony Benedetto, Di

Research output: Chapter in Book/Report/Conference proceedingChapterAcademic

4 Citations (Scopus)
4 Downloads (Pure)

Abstract

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study examines the effects of a co-branding strategy between luxury brands and retailers on consumers’ evaluation of the luxury brand's image. We use information integration theory (IIT) as the basis for our study, as it can be used to explore how attitudes are formed and changed as new information is combined with existing cognitions and thoughts. A theoretical model based on IIT is built and empirically tested using a sample of 240 Taiwanese adult consumers. We conduct an experimental survey study in which we manipulate luxury brand familiarity and product and brand fit between luxury brand and the co-brand, and assess prior-attitudes and post-attitudes toward the luxury brand and attitudes toward the co-brand. We find support for many of our hypotheses: prior-attitudes toward the luxury brand is positively related to the attitude toward the co-brand, brand fit is related to attitudes toward the co-brand, and brand fit is marginally related to the post-attitude toward the luxury brand. Other hypotheses, however (such as those regarding product fit) were not supported. We conclude by discussing our theoretical and managerial contributions.
Original languageEnglish
Title of host publicationInernational approaches to product design, innovation, and branding in international marketing
EditorsK.S. Swan, S. Zao
Place of PublicationBingley West York-Shire England
PublisherEmerald Group Publishing Ltd.
Pages67-89
Number of pages22
ISBN (Print)9781781900161
DOIs
Publication statusPublished - 2012

Publication series

NameAdvances in international marketing
Volume23
ISSN (Print)1474-7979

Fingerprint

Luxury brands
Consumer evaluation
Co-branding
Taiwan
Retailers
Branding strategy
Brand image
Information integration
Luxury goods
Equity
Market expansion
Cognition
Brand familiarity
Demographics

Cite this

Wang, S-C., Soesilo, P. K., Zhang, D., & Benedetto, Di, A. (2012). The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan. In K. S. Swan, & S. Zao (Eds.), Inernational approaches to product design, innovation, and branding in international marketing (pp. 67-89). (Advances in international marketing; Vol. 23). Bingley West York-Shire England: Emerald Group Publishing Ltd.. https://doi.org/10.1108/S1474-7979(2012)0000023007
Wang, Shih-Ching ; Soesilo, P.K. ; Zhang, D. ; Benedetto, Di, Anthony. / The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan. Inernational approaches to product design, innovation, and branding in international marketing. editor / K.S. Swan ; S. Zao. Bingley West York-Shire England : Emerald Group Publishing Ltd., 2012. pp. 67-89 (Advances in international marketing).
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Wang, S-C, Soesilo, PK, Zhang, D & Benedetto, Di, A 2012, The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan. in KS Swan & S Zao (eds), Inernational approaches to product design, innovation, and branding in international marketing. Advances in international marketing, vol. 23, Emerald Group Publishing Ltd., Bingley West York-Shire England, pp. 67-89. https://doi.org/10.1108/S1474-7979(2012)0000023007

The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan. / Wang, Shih-Ching; Soesilo, P.K.; Zhang, D.; Benedetto, Di, Anthony.

Inernational approaches to product design, innovation, and branding in international marketing. ed. / K.S. Swan; S. Zao. Bingley West York-Shire England : Emerald Group Publishing Ltd., 2012. p. 67-89 (Advances in international marketing; Vol. 23).

Research output: Chapter in Book/Report/Conference proceedingChapterAcademic

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T1 - The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan

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AU - Benedetto, Di, Anthony

PY - 2012

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AB - Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study examines the effects of a co-branding strategy between luxury brands and retailers on consumers’ evaluation of the luxury brand's image. We use information integration theory (IIT) as the basis for our study, as it can be used to explore how attitudes are formed and changed as new information is combined with existing cognitions and thoughts. A theoretical model based on IIT is built and empirically tested using a sample of 240 Taiwanese adult consumers. We conduct an experimental survey study in which we manipulate luxury brand familiarity and product and brand fit between luxury brand and the co-brand, and assess prior-attitudes and post-attitudes toward the luxury brand and attitudes toward the co-brand. We find support for many of our hypotheses: prior-attitudes toward the luxury brand is positively related to the attitude toward the co-brand, brand fit is related to attitudes toward the co-brand, and brand fit is marginally related to the post-attitude toward the luxury brand. Other hypotheses, however (such as those regarding product fit) were not supported. We conclude by discussing our theoretical and managerial contributions.

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M3 - Chapter

SN - 9781781900161

T3 - Advances in international marketing

SP - 67

EP - 89

BT - Inernational approaches to product design, innovation, and branding in international marketing

A2 - Swan, K.S.

A2 - Zao, S.

PB - Emerald Group Publishing Ltd.

CY - Bingley West York-Shire England

ER -

Wang S-C, Soesilo PK, Zhang D, Benedetto, Di A. The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan. In Swan KS, Zao S, editors, Inernational approaches to product design, innovation, and branding in international marketing. Bingley West York-Shire England: Emerald Group Publishing Ltd. 2012. p. 67-89. (Advances in international marketing). https://doi.org/10.1108/S1474-7979(2012)0000023007