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.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
Download
Es wurden keine Dateien hochgeladen. Nur Publikationsnachweis!
Autor*in
Lee, Chia-Lin; Decker, ReinholdUniBi
Abstract / Bemerkung
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.
Stichworte
co-branding; partner selection; stereotype change; book-keeping; subtyping; belief-revision
Erscheinungsjahr
2016
Zeitschriftentitel
Journal of Business Economics and Management
Band
17
Ausgabe
4
Seite(n)
546-563
ISSN
1611-1699
Page URI
https://pub.uni-bielefeld.de/record/2903594

Zitieren

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. https://doi.org/10.3846/16111699.2016.1197848
Lee, Chia-Lin, and Decker, Reinhold. 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.
Export

Markieren/ Markierung löschen
Markierte Publikationen

Open Data PUB

Web of Science

Dieser Datensatz im Web of Science®
Suchen in

Google Scholar