The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers' Evaluation of Luxury Brand Image: the Case of U.S. Versus Taiwan

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers' Evaluation of Luxury Brand Image: the Case of U.S. Versus Taiwan

This study investigates if co-branding of luxury brands and retailers negatively affects attitudes toward the luxury brands, and to provide solutions on how to mitigate the negative effect. We empirically test our hypotheses using samples of consumers from Taiwan and the U.S.

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Bibliographische Detailangaben
Hauptverfasser: Wang, Shih-Ching, Soesilo, Primidya K, Zhang, Dan, DiBenedetto, C Anthony
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Affluence
Co-branding
Consumer attitudes
Retailing
Studies
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Beschreibung
Zusammenfassung:This study investigates if co-branding of luxury brands and retailers negatively affects attitudes toward the luxury brands, and to provide solutions on how to mitigate the negative effect. We empirically test our hypotheses using samples of consumers from Taiwan and the U.S.
ISSN:0098-9258