A Systematic Analysis of Preference Change in Co-branding

Lee C-L, Decker R (2009)
Journal of Applied Economic Sciences 4: 36-44.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Autor*in
Lee, C.-L.; Decker, ReinholdUniBi
Abstract / Bemerkung
This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the find-ings of previous research. We argue that attitude change is influenced by three important effects, namely the ex-tension effect, the mutual effect and the reciprocal effect. It is shown how the interactions of these effects can be used to systematically explain the rationale behind preference change in co-branding. Our study also takes an initial step toward the understanding of the connection between product/brand evaluation and the success of alliance formation. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.
Stichworte
consumer behavior; preference change; attitude change; co-branding
Erscheinungsjahr
2009
Zeitschriftentitel
Journal of Applied Economic Sciences
Band
4
Seite(n)
36-44
ISSN
1843-6110
Page URI
https://pub.uni-bielefeld.de/record/2495219

Zitieren

Lee C-L, Decker R. A Systematic Analysis of Preference Change in Co-branding. Journal of Applied Economic Sciences. 2009;4:36-44.
Lee, C. - L., & Decker, R. (2009). A Systematic Analysis of Preference Change in Co-branding. Journal of Applied Economic Sciences, 4, 36-44.
Lee, C. - L., and Decker, R. (2009). A Systematic Analysis of Preference Change in Co-branding. Journal of Applied Economic Sciences 4, 36-44.
Lee, C.-L., & Decker, R., 2009. A Systematic Analysis of Preference Change in Co-branding. Journal of Applied Economic Sciences, 4, p 36-44.
C.-L. Lee and R. Decker, “A Systematic Analysis of Preference Change in Co-branding”, Journal of Applied Economic Sciences, vol. 4, 2009, pp. 36-44.
Lee, C.-L., Decker, R.: A Systematic Analysis of Preference Change in Co-branding. Journal of Applied Economic Sciences. 4, 36-44 (2009).
Lee, C.-L., and Decker, Reinhold. “A Systematic Analysis of Preference Change in Co-branding”. Journal of Applied Economic Sciences 4 (2009): 36-44.

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