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

  • Cesaroni, Fabrizio
  • Ho, Han Chiang
  • Maydeu Olivares, Alberto
  • Lado, Nora

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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File URL: http://e-archivo.uc3m.es/bitstream/handle/10016/11846/indemwp11_01.pdf?sequence=1
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Paper provided by Instituto para el Desarrollo Empresarial (INDEM) in its series INDEM - Working Paper Business Economic Series 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
Contact details of provider: Web page: http://portal.uc3m.es/portal/page/portal/indem

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