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

  • 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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File URL: http://e-archivo.uc3m.es/bitstream/10016/11846/1/indemwp11_01.pdf
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Paper provided by Universidad Carlos III, Instituto sobre Desarrollo Empresarial (INDEM) 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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  15. Martinez Caro, Laura & Martinez Garcia, Jose Antonio, 2007. "Cognitive-affective model of consumer satisfaction. An exploratory study within the framework of a sporting event," Journal of Business Research, Elsevier, vol. 60(2), pages 108-114, February.
  16. Mano, Haim & Oliver, Richard L, 1993. " Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 451-66, December.
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