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Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products

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  • Cesaroni, Fabrizio
  • Maydeu Olivares, Alberto
  • Ho, Han Chiang

Abstract

This study addresses co-branding between firms belonging to unrelated value chains –high-tech products and luxury brands (HLCPs) – to explore how consumers‟ attitude drive the success of HLCPs. The study applies the tri-component attitude model (as opposed to attitude as a whole) that uses affect and cognition to predict purchase intention of co-branded products. Cultural differences (Spanish and Taiwanese) in consumers‟ behavior are also assessed. Data collected in a survey show that Spanish and Taiwanese consumers adopt different purchasing processes: while Spanish consumers place more importance on product-related thoughts and follow a Feel-Learn-Do sequence in purchasing HLCPs, Taiwanese consumers follow a Learn-Feel-Do purchasing process.

Suggested Citation

  • Cesaroni, Fabrizio & Maydeu Olivares, Alberto & Ho, Han Chiang, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," IC3JM - Estudios = Working Papers id-11-01, Instituto Mixto Carlos III - Juan March de Ciencias Sociales (IC3JM).
    • Handle: RePEc:cte:imrepe:id-11-01
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