Investigating the consumer evaluation of the co-branding of luxury brands
International Journal of Research in Business and Social Science
; 11(4):1-15, 2022.
Artigo
em Inglês
| ProQuest Central | ID: covidwho-1912479
ABSTRACT
China as a hot luxury market has witnessed high growth in luxury sales despite the COVID-19. In recent years, many luxury companies have further improved their brand value and influence via co-branding strategies, however, their brand cooperation received mixed evaluations. Drawing on the conceptual blending theory and self-concept consistency theory, this paper constructs and verifies the structural equation model of consumer evaluation of luxury co-branding from the perspectives of the brands and the consumers. The study reveals that luxury co-branding fit, advertising types and the consumers' life-role transition have a positive impact on consumer evaluation. Both the type of advertising and consumers' life-role transition have a moderating effect on consumer evaluation. Specifically, (i) In luxury co-branding, the co-branded products paired with a high fit between the values of the cooperative brands are more likely to receive high consumer evaluation;(ii) The publicity of the brand image of the co-branded products has a stronger moderating effect on the perceived quality, appeal and purchase intention of luxury users than the publicity of the features of the co-branded products;(iii) For luxury brands with a high degree of joint fit, consumers who have not experienced life-role transformation have a stronger regulatory effect on consumers' perceived quality, attractiveness and purchase intention than consumers who have experienced life-role transformation.
Texto completo:
Disponível
Coleções:
Bases de dados de organismos internacionais
Base de dados:
ProQuest Central
Tipo de estudo:
Estudo experimental
Idioma:
Inglês
Revista:
International Journal of Research in Business and Social Science
Ano de publicação:
2022
Tipo de documento:
Artigo
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