Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

作者：Mazodier, Marc^*; Merunka, Dwight

来源：Journal of Business Research, 2014, 67(7): 1552-1558.

DOI：10.1016/j.jbusres.2014.01.015

• Cobranding
• Self-congruity
• Brand attitude
• Need for uniqueness

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.

• 出版日期2014-7
• 单位宁波诺丁汉大学