Matches in SemOpenAlex for { <https://semopenalex.org/work/W4320341509> ?p ?o ?g. }
- W4320341509 endingPage "113704" @default.
- W4320341509 startingPage "113704" @default.
- W4320341509 abstract "Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied brands. Despite its popularity in practice, there is a paucity of research on co-branding strategies in masstige marketing and luxury branding. Employing a quantitative research design via two survey-based experiments we examine the viability of co-branding versus downward extension on luxury consumers’ attitudes and purchase intent. Underpinned by Categorization and Information Integration theories, we find co-branding to be the more desirable masstige strategy in eliciting favorable consumer responses. Further, we show that co-branding is not detrimental to the prestige and desirability of the luxury brand partner, thus countering the narrative that democratization of luxury dilutes luxury brands’ appeal. Our research advances knowledge on luxury consumers’ evaluations of competing masstige strategies, the mechanisms underlying such evaluations, and the spillover effect of co-branding on luxury brands. We offer actionable implications for luxury brand managers desiring to expand into mass prestige markets." @default.
- W4320341509 created "2023-02-13" @default.
- W4320341509 creator A5030668856 @default.
- W4320341509 creator A5048159377 @default.
- W4320341509 creator A5061096829 @default.
- W4320341509 date "2023-03-01" @default.
- W4320341509 modified "2023-10-09" @default.
- W4320341509 title "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?" @default.
- W4320341509 cites W1485263661 @default.
- W4320341509 cites W1499272017 @default.
- W4320341509 cites W1671117963 @default.
- W4320341509 cites W1704311685 @default.
- W4320341509 cites W1965715990 @default.
- W4320341509 cites W1966238221 @default.
- W4320341509 cites W1967737604 @default.
- W4320341509 cites W1969350612 @default.
- W4320341509 cites W1971788529 @default.
- W4320341509 cites W1974204076 @default.
- W4320341509 cites W1978327842 @default.
- W4320341509 cites W1981018178 @default.
- W4320341509 cites W1988447536 @default.
- W4320341509 cites W1988784371 @default.
- W4320341509 cites W1988989417 @default.
- W4320341509 cites W1989785988 @default.
- W4320341509 cites W1992644900 @default.
- W4320341509 cites W1998193735 @default.
- W4320341509 cites W2000444459 @default.
- W4320341509 cites W2000548937 @default.
- W4320341509 cites W2002963886 @default.
- W4320341509 cites W2009825852 @default.
- W4320341509 cites W2013163034 @default.
- W4320341509 cites W2017851955 @default.
- W4320341509 cites W2020605036 @default.
- W4320341509 cites W2024110803 @default.
- W4320341509 cites W2036119369 @default.
- W4320341509 cites W2039872937 @default.
- W4320341509 cites W2045907786 @default.
- W4320341509 cites W2052194544 @default.
- W4320341509 cites W2053204041 @default.
- W4320341509 cites W2055026634 @default.
- W4320341509 cites W2057012787 @default.
- W4320341509 cites W2070257789 @default.
- W4320341509 cites W2073694928 @default.
- W4320341509 cites W2078448333 @default.
- W4320341509 cites W2081259900 @default.
- W4320341509 cites W2083358188 @default.
- W4320341509 cites W2089132857 @default.
- W4320341509 cites W2089953433 @default.
- W4320341509 cites W2090555226 @default.
- W4320341509 cites W2093390568 @default.
- W4320341509 cites W2094376507 @default.
- W4320341509 cites W2097492559 @default.
- W4320341509 cites W2102389735 @default.
- W4320341509 cites W2109865158 @default.
- W4320341509 cites W2111684664 @default.
- W4320341509 cites W2125634133 @default.
- W4320341509 cites W2133823470 @default.
- W4320341509 cites W2147615532 @default.
- W4320341509 cites W2161518290 @default.
- W4320341509 cites W2167500492 @default.
- W4320341509 cites W2185841249 @default.
- W4320341509 cites W2213205257 @default.
- W4320341509 cites W2259602359 @default.
- W4320341509 cites W2318012210 @default.
- W4320341509 cites W2334317552 @default.
- W4320341509 cites W2415913580 @default.
- W4320341509 cites W2428329440 @default.
- W4320341509 cites W2725028773 @default.
- W4320341509 cites W2767061800 @default.
- W4320341509 cites W2769063755 @default.
- W4320341509 cites W2782717469 @default.
- W4320341509 cites W2805024645 @default.
- W4320341509 cites W2809745163 @default.
- W4320341509 cites W2849984934 @default.
- W4320341509 cites W2884757992 @default.
- W4320341509 cites W2891743477 @default.
- W4320341509 cites W2900167359 @default.
- W4320341509 cites W2905752560 @default.
- W4320341509 cites W2950725773 @default.
- W4320341509 cites W2981378110 @default.
- W4320341509 cites W2997153123 @default.
- W4320341509 cites W3003633671 @default.
- W4320341509 cites W3034426167 @default.
- W4320341509 cites W3036300550 @default.
- W4320341509 cites W3071319043 @default.
- W4320341509 cites W3097678122 @default.
- W4320341509 cites W3122213760 @default.
- W4320341509 cites W3123870941 @default.
- W4320341509 cites W3128425146 @default.
- W4320341509 cites W3140072650 @default.
- W4320341509 cites W3141669067 @default.
- W4320341509 cites W3158440386 @default.
- W4320341509 cites W3172277512 @default.
- W4320341509 cites W4205717794 @default.
- W4320341509 cites W4205837636 @default.
- W4320341509 cites W4213340925 @default.
- W4320341509 cites W4231639281 @default.
- W4320341509 cites W4235678817 @default.