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A Systematic Analysis Of Preference Change In Co-Branding

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  • Chia-Lin LEE
  • Reinhold DECKER

Abstract

This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three important effects, namely the extension 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.

Suggested Citation

  • Chia-Lin LEE & Reinhold DECKER, 2009. "A Systematic Analysis Of Preference Change In Co-Branding," Journal of Applied Economic Sciences, Spiru Haret University, Faculty of Financial Management and Accounting Craiova, vol. 4(1(7)_ Spr).
  • Handle: RePEc:ush:jaessh:v:4:y:2009:i:1(7)_spring2009:54
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    References listed on IDEAS

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    1. Fazio, Russell H & Powell, Martha C & Williams, Carol J, 1989. " The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 280-289, December.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-454, March.
    3. repec:mes:jpneco:v:29:y:2001:i:5-6:p:3-4 is not listed on IDEAS
    4. Lafferty, Barbara A. & Goldsmith, Ronald E., 2005. "Cause-brand alliances: does the cause help the brand or does the brand help the cause?," Journal of Business Research, Elsevier, vol. 58(4), pages 423-429, April.
    5. Lynch, John G, Jr & Chakravarti, Dipankar & Mitra, Anusree, 1991. " Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales?," Journal of Consumer Research, Oxford University Press, vol. 18(3), pages 284-297, December.
    6. Swaminathan, Vanitha, 2003. "Sequential brand extensions and brand choice behavior," Journal of Business Research, Elsevier, vol. 56(6), pages 431-442, June.
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