The Impact of Product Involvement on Reciprocal Effect in Co-branding

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We...

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Bibliographic Details
Published inASIA MARKETING JOURNAL Vol. 18; no. 3; pp. 19 - 34
Main Author Lee, Chia-Lin
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 31.10.2016
Korean Marketing Association
Subjects
co-branding
product involvement
reciprocal effect
Reciprocal Effect
Product Involvement
Co-branding
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Summary:Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance.
ISSN:1598-7868
2765-6500
DOI:10.15830/amj.2016.18.3.19