Explaining Behavioural Intentions Toward Co-Branded Products
Helmig, Berndt and Huber, Jan-Alexander and Leeflang, Peter S.H. (2006) Explaining Behavioural Intentions Toward Co-Branded Products. [Working Paper]. p. 39. Working Paper Series Marketing (No. 1/2006).
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The authors develop a conceptual model, of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonon/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors) on behavioural intention. Marketers should gain a detailed understanding of consumers' perceptions of product and brand fit with partner brands and establish positive associations before leveraging a brand as a co-branded product. Buying intentions for co-branded products can be increased by marketing to brand-conscious consumers, consumers with variety-seeking tendencies, and highly involved consumers.
|Item Type:||Report / Paper (Working Paper)|
|Research documents and activity classification:||Working Papers > Refereed Working Papers / of international relevance|
|Divisions:||Department of Business and Management|
|Additional Information:||The latest version of this paper has been published in "Journal of Marketing Management", Vol. 23 (3/4), Pages 285-304, April 2007.|
|Uncontrolled Keywords:||Co-branded products; Behavioural intentions; Brand attitudes; Consumer motives; Brand/Product fit.|
|MIUR Scientific Area:||Area 13 - Economics and Statistics > SECS-P/08 Corporate Finance|
|Deposited By:||Maria Teresa Nistico|
|Deposited On:||06 Dec 2010 12:19|
|Last Modified:||06 Dec 2010 13:09|
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