RT Generic
T1 Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products
A1 Lado, Nora
A1 Césaroni, Fabrizio
A1 Maydeu Olivares, Alberto
A1 Ho, Han Chiang
A2 Universidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM), 
AB This study addresses co-branding between firms belonging to unrelated valuechains –high-tech products and luxury brands (HLCPs) – to explore how consumers‟ attitudedrive the success of HLCPs. The study applies the tri-component attitude model (as opposedto attitude as a whole) that uses affect and cognition to predict purchase intention ofco-branded products. Cultural differences (Spanish and Taiwanese) in consumers‟ behaviorare also assessed. Data collected in a survey show that Spanish and Taiwanese consumersadopt different purchasing processes: while Spanish consumers place more importance onproduct-related thoughts and follow a Feel-Learn-Do sequence in purchasing HLCPs,Taiwanese consumers follow a Learn-Feel-Do purchasing process.
SN 1989-8843
YR 2011
FD 2011-07
LK https://hdl.handle.net/10016/11846
UL https://hdl.handle.net/10016/11846
LA eng
DS e-Archivo
RD 19 may. 2024