How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach
Current research into co-branding and brand extensions indicates that these marketing strategies benefit firms, yet marketing literature examines the concepts only independently. This article reports the findings of two studies, conducted among 256 students, that compare the effectiveness of co-bran...
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Veröffentlicht in: | Industrial marketing management 2010-11, Vol.39 (8), p.1240-1249 |
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description | Current research into co-branding and brand extensions indicates that these marketing strategies benefit firms, yet marketing literature examines the concepts only independently. This article reports the findings of two studies, conducted among 256 students, that compare the effectiveness of co-branding versus brand extension strategies. The comparison of these strategies, both individually and concurrently, considers consumers' attitudes, quality perceptions, and purchase intentions toward a new product (i.e., Bluetooth-enabled sunglasses). The first study reveals that the presence of at least one high-equity brand in co-branding strategy suffices to leverage consumers' evaluations of a new product. However, the findings of the second study indicate no significant differences between co-branding and brand extensions in terms of consumer evaluations of an identical product. |
doi_str_mv | 10.1016/j.indmarman.2010.02.021 |
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However, the findings of the second study indicate no significant differences between co-branding and brand extensions in terms of consumer evaluations of an identical product.</description><subject>Attitudes</subject><subject>Brand equity</subject><subject>Brand extension</subject><subject>Brands</subject><subject>Business strategies</subject><subject>Co-branding</subject><subject>Consumer attitudes</subject><subject>Consumers</subject><subject>Empirical research</subject><subject>Equity</subject><subject>Marketing research</subject><subject>Motivational analysis</subject><subject>Perception</subject><subject>Perceptions</subject><subject>Product development</subject><subject>Product quality</subject><subject>Sample surveys</subject><subject>Signaling theory</subject><subject>Signalling</subject><subject>Studies</subject><subject>Synchronic analysis</subject><issn>0019-8501</issn><issn>1873-2062</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2010</creationdate><recordtype>article</recordtype><recordid>eNqFkU1PJCEQhslGkx0_fsOSvXjqsQr6g_Y2MX4lJl52z4Shq10m0zBC96j_XsZZPXiRVEKoeuql4GXsF8IcAevz1dz5bjBxMH4uIGdB5MAfbIaqkYWAWhywGQC2haoAf7KjlFaQl4Ryxobb8MxtKJbR-M75R76lmKbE38-cXkbyyQWfeBfdljLp0zRk5IzT1qwnM74XQ889PfNNDN1kx3TBFx8CT5MbX7nZ5JKx_07YYW_WiU7_78fs7_XVn8vb4v7h5u5ycV_YEqqxwKpHi0DWKDKlqGuJVb1EWdrSKjAEpRS1NaQkKdssG2iEUdhWfUdtq-xSHrOzvW6-9mmiNOrBJUvrtfEUpqSVbLEUqoFM_v5CrsIUfR5OK6wkSmxEhpo9ZGNIKVKvN9HlL3_VCHpngl7pTxP0zgQNIgfmzsW-k_Jrt46iTtaRt9S5SHbUXXDfarwBTEOVgg</recordid><startdate>20101101</startdate><enddate>20101101</enddate><creator>Besharat, Ali</creator><general>Elsevier Inc</general><general>Elsevier Sequoia S.A</general><scope>AAYXX</scope><scope>CITATION</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>20101101</creationdate><title>How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach</title><author>Besharat, Ali</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c405t-15f1c10eca8ea42663156b134c4c80ae04326cae83e8c7b7072a8195fde998cb3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2010</creationdate><topic>Attitudes</topic><topic>Brand equity</topic><topic>Brand extension</topic><topic>Brands</topic><topic>Business strategies</topic><topic>Co-branding</topic><topic>Consumer attitudes</topic><topic>Consumers</topic><topic>Empirical research</topic><topic>Equity</topic><topic>Marketing research</topic><topic>Motivational analysis</topic><topic>Perception</topic><topic>Perceptions</topic><topic>Product development</topic><topic>Product quality</topic><topic>Sample surveys</topic><topic>Signaling theory</topic><topic>Signalling</topic><topic>Studies</topic><topic>Synchronic analysis</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Besharat, Ali</creatorcontrib><collection>CrossRef</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Industrial marketing management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Besharat, Ali</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach</atitle><jtitle>Industrial marketing management</jtitle><date>2010-11-01</date><risdate>2010</risdate><volume>39</volume><issue>8</issue><spage>1240</spage><epage>1249</epage><pages>1240-1249</pages><issn>0019-8501</issn><eissn>1873-2062</eissn><coden>IMMADX</coden><abstract>Current research into co-branding and brand extensions indicates that these marketing strategies benefit firms, yet marketing literature examines the concepts only independently. 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subjects | Attitudes Brand equity Brand extension Brands Business strategies Co-branding Consumer attitudes Consumers Empirical research Equity Marketing research Motivational analysis Perception Perceptions Product development Product quality Sample surveys Signaling theory Signalling Studies Synchronic analysis |
title | How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach |
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