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

6 Citations (Scopus)
4 Downloads (Pure)


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.
Number of pages22
ISBN (Print)9781781900161
Publication statusPublished - 2012

Publication series

NameAdvances in international marketing
ISSN (Print)1474-7979


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