...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of marketing >Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping
【24h】

Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping

机译：品牌标识适合联合品牌：C-B识别和消费者应对的调节作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers' attitude toward co-branding. Design/methodology/approach - Two experiments were conducted to test the research hypotheses. Findings - Study 1 results reveal that when C-B identification is low, consumers' co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications - First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers' attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications - The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value - The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers' level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.
机译：目的-本文旨在介绍品牌标识（BI）的适合度，这是影响联合品牌成功的重要因素。基于动机推理理论，作者提出消费者品牌（C-B）识别可缓和BI契合度对联合品牌态度的影响。此外，他们还研究了消费者应对的作用，以及认为BI是否适合消费者对联合品牌的态度。设计/方法/方法-进行了两个实验以检验研究假设。研究结果-研究1的结果显示，当C-B识别率较低时，在低BI适应条件下的消费者对品牌的评价和对重点品牌的忠诚度要比在高BI适应条件下的消费者高。当C-B识别率很高时，不会观察到这种影响。研究2的结果表明，当BI拟合度较低时，在捍卫焦点品牌的正面评价时，去耦比偏置同化更有效。研究局限性/含义-首先，虽然作者特别关注BI拟合，但对于营销人员来说，将BI拟合与其他类型的拟合（例如功能维度拟合和产品类别拟合）结合起来可能会富有成果。例如，虽然结果建议营销商在针对低C-B识别消费者时应使用低BI适应对进行联合品牌推广，但应结合消费者对其他联合品牌适应战略的反应来结合此建议。其次，作者鼓励未来的研究人员在其他情况下更深入地探索消费者的应对方法。由于这些要素对于消费者的态度至关重要，因此了解去耦或有偏的同化策略在其他联合品牌契合情况下的差异将是有益的。实际意义-作者建议营销人员在寻找合作品牌合作伙伴时既要考虑BI适应程度，又要考虑C-B识别程度。当针对低C-B身份识别的消费者时，营销人员最好找到BI匹配度低而不是BI匹配度高的联合品牌合作伙伴。鉴于更高的契合度（例如产品类别契合度和品牌形象契合度）通常与正面评价相关联，因此这是违反直觉的发现。对于具有较高C-B身份的消费者，BI适合度不会对消费者的态度（和忠诚度）产生不利影响。因此，就保持态度而言，这些消费者是营销人员更安全的目标。其次，作者发现，当认为BI拟合度较低时，在捍卫焦点品牌的正面评价时，去耦策略比有偏同化策略更有效。但是，当BI适应度很高时，这两种应对策略在影响联名态度方面几乎没有区别。因此，作者建议营销人员鼓励他们的消费者使用一种脱钩策略来应付更高的态度。原创性/价值-作者在面对共同品牌决策时，将BI契合作为品牌形象契合的重要抽象维度进行介绍。总体而言，我们的结果表明，C-B识别可缓和BI契合度对联合品牌态度的影响。与直觉相反，结果表明，低BI适合度联合品牌也可以根据消费者的品牌识别水平产生更高的态度。此外，营销人员还必须警惕消费者如何应对联合品牌，因为应对方法解释了消费者如何应对高或低BI适应性的潜在机制。具体而言，我们的研究结果表明，消费者的应对措施可以缓和BI适应度和联合品牌态度之间的关系。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号