The Influence of Parent Brands Commitment On Consumers Atitude toward co branding between those brands

Authors

  • Azizah Nur Aisyah
  • Reza Ashari Nasution

Abstract

This paper examines the influence of parent brands' commitment on consumers' attitude toward cobranding. Co-branding refers to the combination of two brand names to launch a single and unique product for a short to long term cooperation. Two experiments were conducted to test the hypotheses. The 82 subjects were exposed to two sessions of experiment; evaluations on each brand with no cobranding, evaluations on co-branding. Consumers' attitude was derived through obtaining consumers' perception on brand personality and favorability. The findings showed that parent brands with high commitment received more positive attitude compared to parent brands with low commitment.

Keywords: co-branding, level of commitment, brand personality

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Submitted

2011-12-24

Published

2002-06-01

How to Cite

Aisyah, A. N., & Nasution, R. A. (2002). The Influence of Parent Brands Commitment On Consumers Atitude toward co branding between those brands. Jurnal Manajemen Teknologi, 9(3). Retrieved from https://journal.sbm.itb.ac.id/index.php/mantek/article/view/124

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