Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products

Fabrizio Cesaroni, Alberto Maydeu Olivares and Han Chiang Ho

IC3JM - Estudios = Working Papers from Instituto Mixto Carlos III - Juan March de Ciencias Sociales (IC3JM)

Abstract: This study addresses co-branding between firms belonging to unrelated value chains –high-tech products and luxury brands (HLCPs) – to explore how consumers‟ attitude drive the success of HLCPs. The study applies the tri-component attitude model (as opposed to attitude as a whole) that uses affect and cognition to predict purchase intention of co-branded products. Cultural differences (Spanish and Taiwanese) in consumers‟ behavior are also assessed. Data collected in a survey show that Spanish and Taiwanese consumers adopt different purchasing processes: while Spanish consumers place more importance on product-related thoughts and follow a Feel-Learn-Do sequence in purchasing HLCPs, Taiwanese consumers follow a Learn-Feel-Do purchasing process.

Keywords: High-tech; Luxury; Cross-cultural; Co-branding; Attitude; Affect/cognition (search for similar items in EconPapers)
Date: 2011-07
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://e-archivo.uc3m.es/rest/api/core/bitstreams ... 8aa126ca6690/content (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cte:imrepe:id-11-01

Access Statistics for this paper

More papers in IC3JM - Estudios = Working Papers from Instituto Mixto Carlos III - Juan March de Ciencias Sociales (IC3JM)
Bibliographic data for series maintained by Ana Poveda ().