Lado, NoraCésaroni, FabrizioMaydeu Olivares, AlbertoHo, Han ChiangUniversidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM)2011-07-182011-07-182011-071989-8843https://hdl.handle.net/10016/11846This 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.application/pdfengAtribución-NoComercial-SinDerivadas 3.0 EspañaCo-brandingAttitudeAffect/cognitionHigh-techLuxuryCross-culturalworking paperEmpresaopen accessDT/0000000800id-11-01