The Research of “Crossover” Marketing Strategy

Xiao-feng Ji and Hai-na Shen ()
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Xiao-feng Ji: Zhejiang Sci-Tech University
Hai-na Shen: Zhejiang Sci-Tech University

Chapter Chapter 143 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1363-1370 from Springer

Abstract: Abstract The brand’s crossover strategy has become a tendency of branding strategy when industries try to have a better development at this moment. It is great importance for us that how to indeed understand the crossover strategy, and how to apply the crossover strategy as a marketing approach as well as the significance of implementing crossover strategy in enterprise. First, in this article we elaborate the definition and forms of crossover strategy, and the most importance point is that distinguish similarities and differences between co-branding and crossover. Second, we narrate four factors that affect the evaluation of crossover products briefly, that is, customer-based brand equity, joint matching, consumer’s involvement and consumer innovativeness. Finally, this paper discusses the significance of crossover to enterprises.

Keywords: Crossover; Consumer innovativeness; Consumer involvement; Marketing strategy (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38442-4_143

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DOI: 10.1007/978-3-642-38442-4_143

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