فراتر از نگرش برند: محرک های فردی خرید برای محصولات با برند مشترک نمادین
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44980||2014||7 صفحه PDF||سفارش دهید||5891 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 67, Issue 7, July 2014, Pages 1552–1558
Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand. In contrast, attitude toward the secondary brand does not relate to purchase of symbolic cobranded products. Therefore, managers should rely on self-congruity, instead of attitude toward the secondary brand, when choosing a partner for symbolic cobranded products. Moreover, product category involvement enhances the impact of self-congruity on purchase intent.