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

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dc.contributor.author Lado, Nora
dc.contributor.author Césaroni, Fabrizio
dc.contributor.author Maydeu Olivares, Alberto
dc.contributor.author Ho, Han Chiang
dc.contributor.editor Universidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM)
dc.date.accessioned 2011-07-18T10:12:25Z
dc.date.available 2011-07-18T10:12:25Z
dc.date.issued 2011-07
dc.identifier.issn 1989-8843
dc.identifier.uri http://hdl.handle.net/10016/11846
dc.description.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.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.relation.ispartofseries INDEM Working Paper Business Economic
dc.relation.ispartofseries 11-01
dc.rights Atribución-NoComercial-SinDerivadas 3.0 España
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.other Co-branding
dc.subject.other Attitude
dc.subject.other Affect/cognition
dc.subject.other High-tech
dc.subject.other Luxury
dc.subject.other Cross-cultural
dc.title Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products
dc.type workingPaper
dc.subject.eciencia Empresa
dc.rights.accessRights openAccess
dc.identifier.uxxi DT/0000000800
dc.identifier.repec id-11-01
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