溢出效应
归属
普通合伙企业
情感(语言学)
品牌资产
广告
心理学
事件(粒子物理)
业务
社会心理学
营销
经济
微观经济学
物理
量子力学
沟通
财务
作者
Nicole Koschate‐Fischer,Wayne D. Hoyer,Christiane Wolframm
摘要
Abstract Brands sometimes enter into co‐branding agreements and major events can occur to one of the brands which can have either negative or positive consequences for the brands involved in the partnership. The current study investigates as yet unanswered research questions regarding whether and how positive and negative events happening to one brand in a co‐branding partnership affect the brand equities of the other brands in the partnership. The authors provide and test a new integrated attribution‐diagnosticity framework to explain the process that underlies the magnitude of these spillover effects. Findings show that while positive and negative event‐related spillover effects occur between the co‐brand and both parent brands, they were surprisingly absent between the parent brands. Further, the (a)symmetry of parent brand equity before the event influences the magnitude of event‐related spillover the parent brands receive from the co‐brand. Theoretical and practical implications of these findings are discussed.
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