Evaluation of co-branding : The role of Product fit and Brand fit : A Comparison of Chinese and Korean Consumers / Product Fit 와 Brand Fit이 Co-Branding후 제품에 대한 평가에 미치는 영향에 관한 연구:한국과 중국에 소비자에 대한 차이비교 중심
- Resource Type
- Dissertation/ Thesis
- Authors
- 루원지에 / LU, WENJIE
- Source
- Subject
- co-branding
product fit
brand fit
brand extension
Asia market
- Language
- English
Purpose- the purpose of this paper is to broaden the external validity of the 'co-branding' theory, as it is set up by Simonin and Ruth, by analyzing transnational brand alliance (co-branding). It aims to discuss the significance of the two factors (product fit and brand fit) to the different Asia countries (Korea and China) in this context.Design/ methodology/ approach - based on a broad literature view of co-branding and brand alliance the authors conducted an empirical study that examined the factors that affect consumer evaluations towards post co-branding products and the difference of significance of product fit and brand fit for Korean and Chinese.Findings- the findings demonstrate two factors (product fit and brand fit) are significant related positively to consumers' evaluations of the post co-branding products; and that to Chinese consumers product fit is an more significant related positively to the evaluation to post co-branding products than to Korean consumers.Research limitations/ implications - brand fit cannot be demonstrate that be different significant related positively to evaluation between Chinese and Korean. Some other studies demonstrate the importance of brand familiarity, country of origin fit, company equity and the high/ low involvement condition.Practical - this paper may be useful for the managers when they set up a brand extension strategy in different country especially in Korea and china.