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The impacts of dialectical thinking and perceived fit between brand personalities on cobrand evaluations

Lookup NU author(s): Dr Weisha Wang

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Abstract

Cobranding is a popular marketing strategy employed by many of today’s leading brands. It often involves two parent brands joining forces to launch a new product line. For example, Bulgari and Ritz-Carlton jointly market the Bulgari hotels and resorts. Nike and Apple brought music and exercise together when develop the Sports Kit. The choice of which company to team up with is always a concern to marketing academics and practitioners. The image consistency theory suggests that brands should collaborate with those who share similar brand personality. Little research addresses how consumers respond to cobrands with two distinct and conflicting brand personalities. Given that much of branding strategies involves creating a desired personality, which has been linked directly to consumer preference (Aaker 1999), this gap is significant.


Publication metadata

Author(s): Wang W

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Academy of Marketing Science World Congress

Year of Conference: 2016

Pages: 1023–1028

Print publication date: 24/05/2017

Online publication date: 30/04/2017

Acceptance date: 16/02/2016

Publisher: Springer

URL: https://doi.org/10.1007/978-3-319-47331-4_205

DOI: 10.1007/978-3-319-47331-4_205

Notes: Proceedings titled Marketing at the Confluence between Entertainment and Analytics

Library holdings: Search Newcastle University Library for this item

Series Title: Developments in Marketing Science

ISBN: 9783319473307


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