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We consider a fast-fashion brand that cooperates with a luxury brand, jointly launching a co-branded product. The impacts of the co-branding on the two brands’ original product lines are uncertain, and each brand can be either risk averse or risk neutral. Consumers, driven by exclusivity or conformity, are classified as either snobs or conformists. The equilibrium retail price, quality investment, and investment support are derived. The optimal market-targeting strategy for the fast-fashion brand as marketer of the co-branded product, is identified. We show that the fast-fashion brand is willing to give up either the conformist or the snob market under certain conditions, even when it has sales in both markets. In addition, given a particular market-targeting strategy, the fast-fashion brand benefits from its own risk aversion if the cost of risk is low, but the luxury brand is always worse off; the luxury brand may benefit from the fast-fashion brand’s risk aversion, however, if the market-targeting strategy is changed. Both brands are worse off when the luxury brand is risk averse.

Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to inf...

Hotels often use branded amenities to upgrade products. However, given the importance, branded amenities are scarcely studied as a tool to manage hotel brands. Signaling theory explains how branded...

PurposeThis study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.Design/methodology/approachA scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.FindingsResults from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.Originality/valueThis study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

Food producers have a new challenge in this era, where producers are challenged to be able to offer a variety of products if they still want to exist in the midst of fierce competition. The phenomenon also seems clear that many brands collaborate and then launch new products. One of them is that some time ago Indofood released its Indomie Hype Abis Goreng Rasa Chitato Sapi Panggang.Qualitative research with case study design gets answers to existing research problems after successfully conducting data processing from 27 informants who meet the criteria. The answer to research issue 1 is that Indomie's purchase intention and brand equity Indomie rasa Chitato Sapi Panggang resulting from co-branding is very good from the viewpoint of the community. Also answered research problem 2 is that the co-branding of the two well-known brands can be a guarantee of new products that are sure to succeed in the market. The difference lies in the reason, namely: succeed in the market for a long period of time or just a trend, because a new thing will always attract attention either through purchase intention or brand equity. But the survival time in the market must not be spared.

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

Scholars forecast that globalization will require sport managers to have competencies in international business. Sport, due to its global nature, has become an international business, leading to sport management programs at postsecondary institutions growing in number and the marketing of such programs becoming a key success factor. In an increasingly competitive educational environment, both effective curriculum offerings and innovative marketing, including branding, are important for a successful sport management program. This article shares a case study of innovative marketing—the co-branding through a double degree program between two long-standing sport management programs, one in North America (Ohio University, United States) and one in Europe (University of Bayreuth, Germany). This program is designed to enhance international education, as well as global internship and job-placement opportunities. The details of the double degree program within the background of co-branding are presented as a pedagogical framework for international education. Data from a survey of industry professionals are analyzed to demonstrate the need for such an international double degree program. Results provide a template for replication by other institutions and identify potential future research.

In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-branding. The second aims of this paper are to promote the model of co-branding. The paper is also dealing with analyzing the theories of brand association and brand extension. The paper discussed, along with various case studies of co-branding of products and services.

Purpose The purpose of this study is to add insights into the business-to-business (B2B) branding literature by investigating the mechanism by which brand orientation affects relational performance in the B2B context. Design/methodology/approach A theory-based model is developed and tested using data collected from 201 Chinese B2B companies. Partial least squares analysis is used to test the hypotheses. Findings The results suggest that relationship commitment serves as an important means that translates a firm’s brand orientation into superior relational performance. Moreover, this positive effect is more prominent when the supplier is co-branding with its buyer. In addition, state-owned buyers are more inclined to develop affective commitment than calculative commitment when their suppliers are brand-oriented. Research limitations/implications This study examines the research questions from only the buyer side. In addition, the causal interface of the results might be limited due to the cross-sectional nature of the data. Practical implications While brand orientation generally leads to enhanced relational performance, it depends on the buyer’s involvement in co-branding and its ownership structure. Originality/value This study is among the first to uncover the underlying mechanism by which brand orientation adds value to B2B relationships. The findings provide compelling insights for managers who are interested in promoting a brand orientation to improve relational performance within their organizations.

PurposeTo analyze the market reception of multi-authored works of art through the lens of collaborative old master paintings (“formal/prestige collaboration”). This paper tests whether multi-authored attribution strategies (i.e. naming two artists as brand names) affect buyers' willingness to pay differently from single-authored works in the auction market.Design/methodology/approachThis case study focuses on collaborative paintings by Flemish masters, based on a data set comprising 11,630 single-authored and collaborative paintings auctioned between 1946 and 2015. Hedonic regressions have been employed to test whether or not co-branded artworks are differently valued by buyers and how the reputation of each artist might influence valuation.FindingsDespite the opportunity for buyers to purchase one artwork with two brand names, this study reveals that the average value of collaborative paintings is statistically lower than that of single-authored paintings. This is especially true when a reputed master was involved in the collaboration. The present findings suggest that the valuable characteristics of formal collaborations (i.e. double brand name, dual authorship and reputation, high-quality standards) are no longer perceived and valued as such by buyers, and that co-branding can affect the artist brand equity because of a contagion effect. We argue that integral authorship is more valued than partial authorship, suggesting that the myth of the artist as a lone genius is still well-anchored in purchasing habits.Research limitations/implicationsPrestige collaborations are a very particular form of early co-branding in the art world, with limited data available. Further research should consider larger samples to reiterate the analysis on other collaboration forms in order to challenge the current findings.Practical implicationsResearchers and living artists should be aware that brand building and co-branding are marketing strategies that may generate negative effects on prices in the art market. The perceived and market value of co-branded works are time-varying, and depends on both the context of reception of these works and the reputation of the artists at time t.Originality/valueThis market segment has never been considered in art market studies, although formal collaboration is one of the earliest documented forms of co-branding in the art world. This paper provides new empirical evidence from the auction market, based on buyers' willingness to pay, and it further highlights the reception of multi-authored art objects in Western art markets that particularly value individual creators.

This study aims to determine and analyze the influence of co-branding strategies, brand equity on brand preference purchase intention on Bhumi Tea. This research is a causative study with quantitative methods. This study uses a non-probability sampling technique with a purposive sampling method, the criteria used are consumers who have not consumed Bhumi tea, but have heard about the Bhumi tea in the amount of 200 people by withdrawal using Hair et.al. The results showed that co-branding strategy had a positive and significant effect on brand equity, brand equity had a positive and significant effect on the brand preference, brand preference had a positive and significant effect on purchase intention, and co-branding strategies had a positive and significant effect on purchase intention while the brand equity has a positive and insignificant effect on purchase intention on Bhumi tea.

Themed routes are powerful regional development and marketing tools that attract tourists around the world. India has committed to developing multiple themed routes through the Swadesh Darshan Sche...

International audience; This research focuses on the effect of the indication of origin “Made in France” on the buying intention and willingness to pay for a FMCG according to two types of characteristics: those related to the brand (brand equity and brand origin) and those related to the individual (ethnocentrism and national identity). It relies for that on the theoretical framework of co-branding, considering that the indication “Made in France” is similar to a co-brand that interacts with the product brand. An experiment conducted with 293 French consumers shows that the buying intention of the product increases significantly with the presence of the indication “Made in France”, which is not the case of the willingness to pay. This positive effect on buying intention is greater when: (1) the product is signed by a brand whose brand equity is weak rather than strong, (2) the consumer’s ethnocentrism is high, and / or (3) the consumer is strongly attached to his/her French national identity. These results help to identify the conditions under which the strategy of indicating the national origin of the product can succeed.; Cette recherche s’intéresse à l’effet de la mention d’origine « Fabrication française » sur l’intention d’achat et le consentement à payer d’un produit de grande consommation en fonction de deux types de caractéristiques : celles liées à la marque (capital-marque et origine de la marque) et celles liées à l’individu (ethnocentrisme et identité nationale). Elle s’appuie pour cela sur le cadre théorique du co-marquage, en considérant que la mention « Fabrication française » s’apparente à une co-marque qui interagit avec la marque du produit. Une expérimentation menée auprès de 293 consommateurs français montre que l’intention d’achat du produit augmente de manière significative avec la présence de la mention « Fabrication française », ce qui n’est pas le cas du consentement à payer. L’effet positif sur l’intention d’achat est plus important lorsque : (1) le produit est signé par une marque dont le capital est faible plutôt que fort, (2) l’ethnocentrisme du consommateur est élevé, et / ou (3) le consommateur est fortement attaché à son identité nationale française. Ces résultats aident à identifier les conditions dans lesquelles la stratégie consistant à mentionner l’origine nationale du produit peut réussir.

PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

Purpose This paper aims to dissect conceptual and semantic issues surrounding the word “brand.” Theoretical, operational and practical concerns resulting from the term’s use and misuse are exposed, some derived managerial problems are highlighted, and alternatives for resolving the confusing and dysfunctional brand nomenclature are offered. Design/methodology/approach Comprehensive literature review, i.e. review of an entire population of literature, incorporating content analysis. Findings A large fraction of empirical brand literature is ambiguous because the definition, meaning and therefore measurement of the focal construct, brand, is unclear. In other words, empirical results throughout the brand literature may apply to “brand” – by one definition or another – but there is no way of knowing which brand interpretation is in use. Originality/value A large part of the marketing field does not know what the word “brand” means anymore, a lapse that is widely unrecognized. This paper illuminates the lost knowledge condition and proposes resolution. The present state of theoretical and empirical ambiguity is untenable because so many empirical findings throughout the literature are vitiated.

The aim of this study was to investigate whether the 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia brand image (cognitive and affective attributes) and FWC brand attributes, before and after the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not differ from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of affective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (affective attributes) may affect the consumption of their products. Results also inform hosts about ineffectiveness of associating themselves with brands like FWC, without showing concerns about human rights.

Tourists' need for experience activities on farms has increased over the past decade; thus, this study adopted a co-branding perspective to examine the best match between farm image and experience activities, and examined whether farm marketers can design farm experience activities based on different source. A total of 706 samples were collected. The results indicate: (1) When a farm's promotional image and the perceptions of tourists visiting that farm are the same, a higher optimal match rate between farm imagery and farm experience activities is achieved, which results in more positive tourist responses. (2) When tourists and farm operators both identify a farm's image as the same, it results in the farm's image being identified as a particular kind of farm, whether by farm operators or tourists, resulting in an optimal match rate between farm imagery and experience activities, with both resulting in a positive tourist response. This study contributes further insights into the farm marketing strategy based on these research findings.

According to brand alliance literature, the compatibility of both brand characteristics in co-branded products will raise consumer positive attitude and purchase intention. Previous researches have explored co-branding strategy between the same sector or complement product character from different sector. However, few researchs have conducted exploration of the co-branding strategy in a different sector with less complement character. This study seeks to construct the value of co-branding strategy influencing female consumer attitude as well as purchase intention where the less-known Indonesian cosmetics brand who invite well-known food brands to create blended characteristics of cosmetic products. Three co-branded products namely Mizzu Cosmetics x Khong Guan Biscuits, Dear Me Beauty x Yupi, Dear Me Beauty x Sasa, Dear Me Beauty x Nissin as the object of research. A total of 358 questionnaires were distributed to female cosmetic consumers aged between 19-41. The proposed research model has been tested using PLS-SEM. The finding highlight prior attitude toward host brand appear weak to influence attitude toward co-branded. However, brand fit could mediate prior attitude toward host brand in influencing atittude toward co-branded. Mediating roles of brand fit, attitude toward co-brand, and post-attitude toward host brand appear important in the element of consumer attitude and purchase intention. A well-known and suitable co-branding partner is needed to give exposure to the co-branded product and provide a spill-over effect for the host brands. This study contribute to add spill-over effect phenomenon in brand alliance literatures.

This paper aims to study the effect of customer involvement on the perceived credibility of association reinforcement through co-branding. Two propositions were developed which were tested in a cas...

This study investigated the emergence of a (luxury) branding strategy of wearable devices within the sport industry. More specifically, this study examined how consumers perceive co-branded sports products by examining relationships among self-image congruence, perceived product quality, and perceived brand fit. Using a sample of 194 participants, results of a structural equation modeling indicated that consumers’ perceptions of self-image congruence and perceived brand fit were significant predictors of willingness to purchase of co-branded sport wearable devices. Additionally, no moderation effect of gender was identified in the analyses. Briefly, this study adds marketing insights to an emerging sport wearable device market that can be benefited from co-branding tactics.

Purpose The purpose of this paper is to address the contemporary interest in participatory destination branding. Because of a lack of empirical and evaluative studies on this form of branding, the current case study examines a volunteer resident ambassador program, which began as part of Aarhus, Denmark’s year as a European City of Culture in 2017, and has become permanent because of its success. Design/methodology/approach The case study is based on official document analyses, participant observations of program activities, and interviews with volunteer program managers and volunteers who greet cruise ship tourists. Findings Findings indicate that while the two managers and the volunteers all report on three volunteer roles – personal hosts, place promoters and providers of information – they prioritize and understand the roles differently. Similarly, the volunteers’ encounters with visitors are all unique, and this inevitably results in the conveyance of unruly and incidental destination images. Practical implications This unruliness is not necessarily problematic: despite the wide-spread interest in the management of participative branding initiatives, it is seen to be the lack of explicit brand-centered management that fosters the program’s positive outcomes, including authentic and pleasant interactions between volunteers and tourists, which, in turn, result in positive attitudes amongst tourists toward their visit. Originality/value This study discovers that positive participatory destination branding outcomes depend on managers respecting the ambassadors’ coveted autonomy, and letting go of control of a destination brand. Because of the growing hostility toward mass tourism in cities internationally, it is also noted that a resident ambassador program’s success is expected to depend on residents’ positive attitudes toward tourists.

The authors study how marketers can best leverage brand alliances in branded entertainment. The study shows that alliance exclusivity and presentation style influence how consumers make brand-to-br...

PurposeDrawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships between international causes and for-profit companies with the stated purpose of raising funds for the cause. Beyond signaling that companies are socially responsible, international cause alliances may also help companies increase brand awareness or expand into new markets. Because international cause alliances take many forms and differ in the extent to which the brands are integrated, they have very different strategic implications. The purpose of this paper is to discuss these implications in a framework as well as providing managerial direction for both for-profit companies and causes when forming such alliances.Design/methodology/approachUsing literature on brand alliances, cause marketing, and corporate social responsibility as a foundation, the authors introduce the notion of international cause alliances. The authors review literature to understand the many forms of alliances and investigate the extent to which brands are integrated. The authors then use these implications to develop a framework that can guide managerial decision-making for both for-profit companies and causes when forming such alliances.FindingsThe research suggests that to effectively develop international cause alliances, the organization involved must be aware of the challenges and potential benefits that these partnerships produce. For instance, while highly integrated alliances involve large resource commitments they also facilitate brand image spillover. As such, these alliances are a great way for companies to alter customers’ perceptions of their brands. Alternatively, low integration alliances require fewer resources and facilitate market expansion.Research limitations/implicationsThis research identifies strategies that companies and causes can use to either expand their markets or alter customers’ perceptions of their brands.Originality/valueThis paper presents a framework that companies and causes can use when forming international cause alliances.

While previous co-branding research sheds light on the effects of perceived fit between partner brands, the findings have been limited to only two types of perceived fit: product category and brand...

Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In this paper, we develop a comprehensive conceptualization of the spillover phenomenon and describe its underlying process. In addition, we review and consolidate relevant literature from different research domains, identify context-specific and overall factors that determine the occurrence of such effects, and discuss several methodological aspects that may become central considerations for future research in this field.

Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners.

This study examines a luxury winery located in Sonoma County, Three Sticks Wines, as it navigated a novel crisis-laden market created by the Covid-19 pandemic. The drastic effects on the industry as a whole and those specific to the premium segment are explored. Strategy to mitigate business displacement is analyzed and developed by the author to present a multi-faceted augmentation of marketing tactics. Areas of focus include digital marketing, co-branding, co-promoting, vineyards as marketing entities and wholesale allocation strategy. The case draws from leading academic research in strategy, consumer behavior, and digital marketing. A conclusion is reached that the winery should consider the range of tactics individually or jointly to maximize its marketing effort commensurate to business needs and shifting market conditions.

India’s media and entertainment industry is of $23.9 billion in 2018 and is projected to reach $33 billion by 2021 [7]. Of this, $2.47 billion is the share of Indian film industry [7]. Film industry produces as many as 1600 films per year. 74% of revenue comes from home box office and 7% from overseas. Other sources of income account for as high as 19% (“Technology, Media and Telecommunications”, 2016). In film industry, primary source of revenue till date is home box office collections. However, state of affairs is changing of late; where the film producers started searching for innovative avenues of revenue generation as the film making cost is rising hugely and the risk involved in movie making is going up. To list a few innovative sources of revenue goes like this; film-based merchandising, co-branding, brand associations, in-film advertising, home video, global marketing opportunities, digital platforms, broadband movie release, etc. Here comes the question, do Indian cinema really need some new sources of revenue when the industry is already making strong business? Of course, yes. Dependence on box office revenue alone means that successful outcome of the movie alone can save the producer. 2017 is one such year for “Bollywood” (name used for Hindi language movie industry), where as good as 90% of the movies are failures at box office (“Only Two Blockbusters”, 2018). In 2018, a movie titled “2.0” costed film makers $82 million, and it went on to collect $115 million from the box office. Since 2017, there are the minimum seven to eight films that costed producers $30–50 million. Given rising production budgets, people involved in film production to distribution are safe only when the film fares well at the box office. However, on the downside if the film flops, entire money is lost. Having discussed the need of new sources of revenue for Indian cinema, this paper would give a detailed account on various other sources available in Indian cinema.

While extensive knowledge on branding and communication has focused on business-to-consumer context, despite the nourishment of the importance of strategic alliances between businesses in terms of co-branding has become discernible, a little attention has been given to business-to-business (B2B) context. This chapter tries to take attention to dual marketing communication, where they are trying to market their products and services to both individuals and businesses. More specifically, this chapter aims to emphasise ingredient branding as a form of co-branding considered as one of the revolutionary dual marketing communication strategies. Notably, the importance of ingredient branding is highlighted for industries and companies who have to design a strategic multi-channel communication plan not just for their customers but also for retaining the competitive advantage, increasing the brand strength for both sides and stimulating the sales. Further, this chapter elaborates the subject with prominent examples of ingredient branding, as well as explains how a communication strategy became an asset for manufacturers and suppliers who are in downturn and lead them to have a growth opportunity with maximising their brand values.

The article is devoted to the problems of finding new forms of interaction between various media market players and new tools for converting TV and Internet content into profit. Changing the paradigm of consumption of TV and online content creates new conditions for the functioning of media business in Ukraine. Media can effectively monetize content through cross-platform processes such as co-branding, sampling, media baying, PayWall, b2b, b2c partnership, Transmedia Storytteling and others. First of all, it concerns the co-operation of traditional and Internet TV, PAY-TV, IPTV / OTT, digital, cable and satellite penetration, TV and Internet content producers, operators, providers. Through the cross-media consolidation of resources, the combination and distribution of content, players of the media market have the opportunity to successfully finance their budgets and receive greater dividends from the integration of efforts.

The purpose of this research is to address co-branding strategies of high-tech luxury products based on the distinction between Taiwan and Spain consumers’ attitude. It examines how consumers from ...

International audience; Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between divers partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement successfully the process of brand collaborations.

Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance.

The appearance of songs including featured artists on Billboard’s Hot 100 music charts has increased exponentially in the past two decades. This particular type of creative collaboration involves one artist integrating another artist’s contribution, either instrumentally or vocally, into their work and publicizing it with a “featuring” credit. According to broad literature in sociology on categorical boundaries, artists who deviate from existing genres are expected to be penalized for violating collective expectations and norms. We find songs featuring other artists actually have a greater likelihood of making it into the top 10 than songs not featuring other artists. Additionally, consistent with theorizing about congruency in the co-branding literature, we observe that the greater the difference (cultural distance) between the genres of the artists involved, the more likely the song is to reach the top of the charts. We argue that by combining the expertise of specialists in each genre, as well as comingling audiences while still maintaining each collaborator’s original positioning, artists who feature artists from other genres are able to produce more successful songs.

Purpose This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards the parent brands and their usage of the parent brands affect this influence. Design/methodology/approach Building on both cognitive consistency and information integration theory, this paper proposes a model-based approach to quantify the parent brands’ influence on the co-brand’s perception. Using an empirical study with 317 respondents collected by a professional online market research firm, this paper highlights the benefits of this model-based approach. Findings The results indicate that the perception of a co-brand arises from a weighted merge of the parent brands’ perceptions. The findings further reveal that the better (worse) a parent brand’s evaluation is in contrast to the other parent brand’s evaluation, the more (less) familiar a parent brand is in contrast to the other parent brand, and the more (less) frequent a parent brand is used in contrast to the other parent brand, the larger (smaller) is its influence on the co-brand’s perception. Originality/value The findings shed light on the formation of a co-brand’s perception which can be crucial when selecting the right co-branding partner. Additionally, by quantifying the parent brands’ influence on the perception of the co-brand, this model-based approach helps brand managers to analyze co-brand pairings beforehand and select the best pairing in accordance with their goals.

Introduction A private label (PL) is defined as a brand owned, sold and distinguished by retailers (Lincoln & Thomassen, 2009). Therefore, most PLs display only their brand name on their product labels or packages. However, in the Japanese consumer goods market, an increasing number of manufacturers’ names are now being displayed on PL product packages. For example, the “Seven Premium” PL, by Seven & I Holdings, displays the manufacturer’s name on its product labels using the phrase “This product is a joint development product with manufacturer X.” This indicates that retailers are utilizing the brand of the national brand (NB). This type of branding strategy can be classified as co-branding or a brand alliance. In Japan, expansion of PL co-branding may have improved consumers’ attitudes toward PLs and contributed to their development. Theoretical Background Most prior research on co-branding has focused on brand alliances between two NBs. Therefore, studies on alliances between PLs and NBs are very limited. Vaidyanathan and Aggarwal (2000) focused on ingredient branding, which merged elements of PLs with NB ingredients. Based on the combination theory (Park, Jun, & Shocker 1996), attitude accessibility theory (Fazio, 1986), and attribution theory (Heider, 1958; Kelly, 1973), they found that the association of brand name ingredients with private brand products could positively impact consumers’ evaluations of unfamiliar products. Also, the use of a brand name ingredient in a PL did not negatively affect consumers’ evaluations of this product. Arnett, Laverie, and Wilcox (2010) focused on brand alliances of retailers and manufacturers in the clothing category. Based on the attitude accessibility theory and the information integration theory (Anderson, 1971; Smith, 1993), they found that consumers’ attitudes toward alliances can influence retailer equity, manufacturer brand equity, and shopping intentions. They also found that pre-alliance retailer equity significantly affects attitudes toward alliances. Except for post-alliance retailer equity, perceived fit moderates all relationships between consumers’ attitudes toward the outcome of an alliance. Prior research on co-branding indicates that the attitudes and attributes of co-brands are influenced by the attitudes and attributes of constituent brands. In addition, a constituent brand’s familiarity moderates the effect (Park et al., 1996; Simonin & Ruth, 1998). As another notable finding, attitudes about co-brands influence constituent brand attitudes, with the effect being moderated by brand familiarity (Simonin & Ruth, 1998). Based on prior findings, this study examines whether co-branded PLs are influenced by their constituent NBs and by the familiarity of constituent brands in the case of Japanese co-branded PLs. This study also examines whether a spillover effect exists for constituent brands. Methodology An Internet survey of 798 women living in the Greater Tokyo area was conducted in August 2017. Subjects were assigned to one of four groups, grouped by PL and NB brand familiarity (Figure 1). The familiar “salad dressing” category was selected. While this category includes several large and popular manufacturers, many small, unknown manufacturers also exist within it, a fact that is relevant to the purpose of this study. High-familiarity PLs and NBs were selected based on their market shares in the category. However, Seven Premium, the most popular PL in Japan, was not selected as it had already adopted a co-branding strategy. Aeon’s Topvalu was chosen as a high-familiarity PL. While Topvalu is one of the most popular PLs in Japan, it has not yet taken a co-branding strategy. All measures were assessed through a seven-point, semantic, differential scale. Attitudes toward constituent brands (PLs and NBs), co-brands, perceived quality of constituent brands, and brand familiarity of constituent brands were measured. Using covariance structure analysis, we examined factors influencing attitudes about co-branding and the spillover to constituent brands after considering co-branded formations. Regarding familiarity, a multi-group analysis was conducted. Results Attitudes toward constituent brands (PLs and NBs) positively influenced attitude toward co-branded PLs. In addition, the influence on the co-branded PLs was greater for PLs (Table 1). From the multi-group analysis, the influence of familiarity on the attitude toward co-branded PLs can be found in some cases (Table 2). In the case of high-familiarity PLs with high-familiarity NBs (Group 1), the attitudes about co-branding by NBs were not significant. On the other hand, a positive co-branding attitude by NB was found in other cases. In cases of low-familiarity PLs with low-familiarity NBs (Group 4), the co-brand’s influence was greater for NBs. Moreover, since the attitude toward co-branding positively influenced differences of attitude between post-alliance and pre-alliance toward PLs and NBs, the spillover effect is confirmed (Table 3). Discussion Our results, which suggest that co-branding with NBs can be an effective strategy if PLs have low familiarity, are consistent with prior research. PLs in Japan, which have a lower penetration ratio than those in Europe and the United States, are still in a developmental stage (Kumar & Steenkamp, 2007). Since PLs in Japan are less familiar than leading NBs, co-branding with an NB can be an effective strategy for a PL. On the other hand, when a PL is already established as a brand and has high familiarity, co-branding with a NB might have little effect. In this case, it might be necessary to devise a different strategy, such as changing a PL’s brand name. Seven Premium, the most popular PL in Japan, was introduced in 2007. From the beginning, when its brand had low familiarity, it opted for a co-branding strategy, and our findings suggest that this decision significantly improved overall attitudes toward PLs.

Purpose The purpose of this paper is to analyze the theory and implementation of dual branding. The authors explore whether dual branding is a positive choice for two hotel brands belonging to the same firm and operating under the same roof, in this case, a Wyndham and a Wyndham Garden branded property. Design/methodology/approach A case study methodology was employed. In-depth interviews were conducted with managers regarding their decisions and implementation of a dual branding strategy. Findings The authors reveal the organizational, operational, technical, marketing, financial, economic and technological challenges experienced before, during and after the dual branding transition. Moreover, they reveal the results of the implementation and its consequences to the hotel and its customers. A conceptual model is presented with the goal of assisting and facilitating the investigation, analysis, choice and implementation of dual branding by hoteliers. Originality/value The present research expands the existing body of knowledge, bridges the theory and practice of branding in the lodging sector, advances dual branding theory and provides insightful implications for scholars and managers alike.

Purpose The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement. Design/methodology/approach A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling. Findings Results show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts. Research limitations/implications Further research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings. Practical implications Managers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards. Social implications This study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns. Originality/value This research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.

We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influences the perceived authenticity of triadic co-branding partnerships (celebrity, brand, and cause). Across three experiments, we demonstrate that celebrity social responsibility increases perceptions of co-branding authenticity, which, in turn, enhances purchase intentions of cause-related products. We demonstrate that co-branding authenticity is a stronger predictor of purchase intentions of cause-related products than co-branding fit. We also determine that the effect of co-branding authenticity on the purchase intention of cause-related products is influenced by consumer self-transcendence values. Consumers high in self-transcendence (i.e., concerned with the welfare of other people) possess greater intentions to purchase the cause-related product when the celebrity is perceived as socially responsible and the co-branding partnership is perceived as authentic. This research has important ramifications for brand managers in the selection of partners with which to form a triadic co-branding partnership for the purpose of enhancing corporate social responsibility.