The role of brand coolness in the masstige co-branding of luxury and mass brands
The role of brand coolness in the masstige co-branding of luxury and mass brands
复制标题
DOI：
10.1016/j.jbusres.2022.04.061
复制
发表时间：
2022
影响因子：
11.3
通讯作者：
Satoko Suzuki;Saori Kanno
中科院分区：
文献类型：
--
作者：
Satoko Suzuki;Saori Kanno
大众营销可能会吸引奢侈品牌进入更广阔的市场，尽管成功很困难。本研究提出联合品牌作为奢侈品牌实现大众化的替代策略。奢侈品牌可以与大众品牌结盟，发挥大众营销的优势。由于奢侈品和大众在概念上是对立的，因此两者之间的联合品牌可能很困难。然而，这项研究将品牌酷感视为在奢侈品牌和大众品牌之间建立感知契合度的关键属性。结果表明，大众品牌的品牌酷度会影响感知契合度，从而影响对联名产品的态度及其购买意愿。此外，自我品牌与奢侈品牌的联系会缓和这种影响，而产品类别的参与会对感知适合度产生负面影响。研究结果对于希望选择合作伙伴进行大众品牌联合的品牌经理具有重要意义。本文最后提出了在对立的品牌概念之间创造一致性的方法。
Masstige marketing could be attractive to luxury brands to reach a wider market, though success is difficult. This study proposes co-branding as an alternative strategy for luxury brands to achieve masstige. Luxury brands can ally with mass brands to leverage their strength in mass marketing. Because luxury and mass are conceptually opposing ideas, co-branding between the two can be difficult. However, this study identifies brand coolness as a key attribute to create perceived fit between luxury and mass brands. The results show that brand coolness of mass brand affects perceived fit, which impacts attitude toward the co-branded product and its purchase intention. Additionally, self-brand connection with the luxury brand moderates this effect, and product category involvement negatively impacts perceived fit. The results have implications for brand managers who wish to select partners for masstige co-branding. The article concludes by proposing methods to create congruence among opposing brand concepts.