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

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Author Info

  • Nora Lado

    ()

  • Fabrizio Cesaroni

    ()

  • Alberto Maydeu Olivares

    ()

  • Han Chiang Ho

    ()

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.

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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
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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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