...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of product innovation management >The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products*
【24h】

The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products*

机译：调整措施对新联名产品的消费者评估的影响*

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

A popular strategy currently employed for new product introductions is co-branding. Such a strategy allows a brand to innovate with the support of a partner brand. The present study investigates how consumers perceive a new product with two brands. Previous research focused on the logic of a brand combination by investigating the impact of the fit between both existing product categories (i.e., product-product fit) and the fit between both brand images (i.e., brand-brand fit) on the evaluation of a new co-branded product. However, no study has yet focused on the relationships between both brands and their existing product categories, and the specific new product that has been developed. The present paper aims to improve the understanding of the potential benefits of co-branding by taking the role of the new product into account. The empirical study discussed in this paper replicates and extends the model of Simonin and Ruth (1998) by adding two new measures to their model. These measures are related to the fit of both existing product categories with the new product (i.e., new-product-product fit) and the fit of both brand images with the new product (i.e., new-product-brand fit). The results from this empirical study with 210 consumers in The Netherlands show that product-product fit, brand-brand fit, and new-product-brand fit have a significant positive impact on the evaluation of a new co-branded product. New-product-product fit was not significantly related to consumer evaluations. In addition, the results show that consumers prefer a new co-branded product that can be clearly associated with one of the brands in the partnership so that it can be categorized unambiguously. This paper discusses these findings and provides implications for research and managerial practice in the important and growing field of brand-driven innovation.
机译：当前用于新产品推介的流行策略是联合品牌。通过这种策略，品牌可以在合作伙伴品牌的支持下进行创新。本研究调查了消费者如何看待具有两个品牌的新产品。先前的研究通过调查两个现有产品类别之间的契合度（即产品-产品契合度）和两个品牌图像之间的契合度（即品牌-品牌契合度）对品牌价值评估的影响，专注于品牌组合的逻辑新的联合品牌产品。但是，还没有研究集中在两个品牌与其现有产品类别以及已开发的特定新产品之间的关系上。本文旨在通过考虑新产品的作用来增进对联合品牌潜在好处的了解。本文讨论的实证研究通过向Simonin和Ruth（1998）的模型添加两个新的度量来复制和扩展该模型。这些度量与现有产品类别与新产品的契合度（即新产品与产品的契合度）以及两个品牌形象与新产品的契合度（即新产品与品牌契合度）有关。来自荷兰210个消费者的经验研究结果表明，产品与产品的契合度，品牌与品牌的契合度以及新产品与品牌的契合度对新的联合品牌产品的评估具有显着的积极影响。新产品与产品的契合度与消费者评估没有显着相关。此外，结果表明，消费者更喜欢可以与合作伙伴关系中的一个品牌明确关联的新的联合品牌产品，以便可以对其进行明确分类。本文讨论了这些发现，并为品牌驱动型创新这一重要且不断发展的领域中的研究和管理实践提供了启示。

著录项

  • 来源
    《Journal of product innovation management》 |2011年第4期|p.455-469|共15页
  • 作者

    Lisanne M. Bouten; Dirk Snelders; Erik Jan Hultink;

  • 作者单位

    Lisanne Bouten, Saxion University of Applied Sciences, Academy of Marketing & International Management, M.H. Tromplaan 28, 7531 AB Enschede, The Netherlands;

    Lisanne Bouten, Saxion University of Applied Sciences, Academy of Marketing & International Management, M.H. Tromplaan 28, 7531 AB Enschede, The Netherlands;

    Lisanne Bouten, Saxion University of Applied Sciences, Academy of Marketing & International Management, M.H. Tromplaan 28, 7531 AB Enschede, The Netherlands;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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