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首页> 外文期刊>Journal of Business Research >Authenticity in horizontal marketing partnerships: A better measure of brand compatibility
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Authenticity in horizontal marketing partnerships: A better measure of brand compatibility

机译：水平营销伙伴关系的真实性：更好地衡量品牌兼容性

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Given the marketplace prominence of sponsorship, celebrity endorsement, co-branding and similar arrangements involving the pairing of brands in communications, valid methods to evaluate their effectiveness are of importance to both managers and researchers. While these relationships have traditionally been judged based on comparisons of the attributes of each brand (e.g. fit, congruity, similarity), we argue for the importance of evaluating the perceived authenticity of the relationship itself. To this end, this research adapts a perceived brand authenticity scale developed by Morhart et al. (2015) to a measure of horizontal marketing partnership authenticity (HMP-Authenticity). In three studies, the reliability, validity and nomological network of the adapted scale is shown. In a fourth study, diagnosticity of individual dimensions is explored. In a fifth study, a brief, 4-item scale is introduced and shown to give predictions consistent with those of the full scale.
机译：鉴于赞助的市场突出，名人认可，共同品牌和类似安排，涉及交通处的品牌配对，评估其有效性的有效方法对管理者和研究人员都很重要。虽然这些关系传统上是根据每个品牌属性的比较判断（例如，适合，发光度，相似性），我们争论评估关系本身的感知真实性的重要性。为此，本研究适应了Morhart等人开发的感知品牌真实性规模。 （2015）衡量水平营销伙伴关系真实性（HMP-Daremicity）。在三个研究中，示出了适应尺度的可靠性，有效性和批判性网络。在第四次研究中，探讨了个体维度的诊断性。在第五研究中，介绍了简短的4项规模并显示出与全规模的预测一致。

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