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首页> 外文期刊>Journal of Business Research >Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products
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Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

机译：超越品牌态度：象征性联合品牌产品的个人购买驱动力

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摘要

Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand. In contrast, attitude toward the secondary brand does not relate to purchase of symbolic cobranded products. Therefore, managers should rely on self-congruity, instead of attitude toward the secondary brand, when choosing a partner for symbolic cobranded products. Moreover, product category involvement enhances the impact of self-congruity on purchase intent.
机译：联合品牌宣传或在单个产品上使用两个品牌名称通常与较高的购买意愿相吻合。先前的研究着重于成分联合品牌，并建议人们对主要和次要品牌的态度以及品牌之间的一致性是联合品牌产品成功的重要驱动力。这项研究表明，与二级品牌的自我一致性和对独特性的需求，除了对一级品牌的一致性和态度外，还对象征性联合品牌购买产生了显着的积极影响。相反，对次要品牌的态度与购买象征性联合品牌产品无关。因此，在选择象征性联合品牌产品的合作伙伴时，管理者应依靠自我一致性，而不是对次级品牌的态度。此外，产品类别的参与会增强自我一致性对购买意愿的影响。

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