Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
复制标题
DOI：
10.1086/679119
复制
发表时间：
2015-02-01
影响因子：
7.2
通讯作者：
Angle, Justin W.
中科院分区：
文献类型：
--
作者：
Cunha, Marcus, Jr.;Forehand, Mark R.;Angle, Justin W.
新品牌往往与知名品牌合作，因为它们假设自己将从知名品牌产生的认知和积极联想中受益。然而，当联合品牌产品的预期利益与联合品牌信息同时呈现时，这种关联转移解释可能无法预测联合品牌结果。在这种情况下，联合品牌的结果，而不是遵循适应性学习理论的预测，假设消费者可能会有差异地将每个品牌与结果作为线索互动效应的结果。三个实验表明，一个知名品牌的存在，可以削弱或加强之间的关联不太知名的品牌和联合品牌的结果取决于产品利益信息的呈现时间。当此信息与品牌联合信息同时呈现时（在品牌联合信息之后的延迟），知名品牌的存在削弱（加强）了不太知名品牌与结果的关联，从而降低（改善）了对不太知名品牌的评价。
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive-learning theory which posits that consumers may differentially associate each brand with the outcome as a result of cue interaction effects. Three experiments show that the presence of a well-known brand can weaken or strengthen the association between the less-known brand and the co-branding outcome depending on the timing of the presentation of product benefit information. When this information was presented simultaneously with co-branding information (at a delay after co-branding information), the presence of a well-known brand weakened (strengthened) the association of the less-known brand with the outcome and thereby lowered (improved) evaluation of the less-known brand.