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


Author Info

  • Nora Lado


  • Fabrizio Cesaroni


  • Alberto Maydeu Olivares


  • Han Chiang Ho



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.

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Bibliographic Info

Paper provided by Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester" in its series Business Economics Working Papers with number id-11-01.

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Date of creation: Jul 2011
Date of revision:
Handle: RePEc:cte:idrepe:id-11-01

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Keywords: Co-branding; Attitude; Affect/cognition; High-tech; Luxury; Cross-cultural;

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