کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5109648 1377717 2016 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Ingredient branding for a luxury brand: The role of brand and product fit
ترجمه فارسی عنوان
نام تجاری نام تجاری برای یک مارک لوکس: نقش نام تجاری و محصول مناسب است
کلمات کلیدی
نام تجاری لوکس، نام تجاری مواد اولیه، نام تجاری مناسب، محصول مناسب
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Many firms adopt an ingredient branding strategy when introducing new products, whereby a host brand integrates a branded ingredient. Research suggests that perceived fit between the host and ingredient brands should influence the success of such brand partnerships. Not all firms, however, may be able to find appropriately fitting branded ingredients, such as luxury brands which may find it nearly impossible to partner with other luxury brands and therefore need to consider non-luxury partners. The current research examines consumer responses to a real-world ingredient partnership between a luxury host brand (TAG Heuer) and non-luxury ingredients (Intel and Google), who have come together to produce a new product (a luxury smartwatch). Results of a study find that fit between the brand partners (based on both brand image and product category) positively influences purchase intentions with consumer's perceptions of a brand's luxury nature moderating observed effects. The research provides implications for product strategy and marketing of luxury brands.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 12, December 2016, Pages 5768-5774
نویسندگان
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