Co-branding Partner Selection: The Importance of Belief Revision

Lee C-L, Decker R (2016)
Journal of Business Economics and Management 17(4): 546-563.

Journal Article | Published | English

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This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.
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Lee C-L, Decker R. Co-branding Partner Selection: The Importance of Belief Revision. Journal of Business Economics and Management. 2016;17(4):546-563.
Lee, C. - L., & Decker, R. (2016). Co-branding Partner Selection: The Importance of Belief Revision. Journal of Business Economics and Management, 17(4), 546-563.
Lee, C. - L., and Decker, R. (2016). Co-branding Partner Selection: The Importance of Belief Revision. Journal of Business Economics and Management 17, 546-563.
Lee, C.-L., & Decker, R., 2016. Co-branding Partner Selection: The Importance of Belief Revision. Journal of Business Economics and Management, 17(4), p 546-563.
C.-L. Lee and R. Decker, “Co-branding Partner Selection: The Importance of Belief Revision”, Journal of Business Economics and Management, vol. 17, 2016, pp. 546-563.
Lee, C.-L., Decker, R.: Co-branding Partner Selection: The Importance of Belief Revision. Journal of Business Economics and Management. 17, 546-563 (2016).
Lee, Chia-Lin, and Decker, Reinhold. “Co-branding Partner Selection: The Importance of Belief Revision”. Journal of Business Economics and Management 17.4 (2016): 546-563.
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