Publication: Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products
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2011-07
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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.
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Keywords
Co-branding, Attitude, Affect/cognition, High-tech, Luxury, Cross-cultural