“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands |
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| Institution: | 1. Marketing Department of Business School, University of International Business and Economics, Address: Room1002, Hongyuan Building, Beijing, 100029, China;2. Marketing Department of Business School, University of International Business and Economics, Address: Room 810, Keyan Building, Beijing, 100029, China;1. Vilnius University, Faculty of Economics and Business Administration, Saulėtekio al. 9, Vilnius, Lithuania;2. Tallinn University of Technology, Dept of Business Administration, Estonia;3. Umea University, USBE, Dept of Business Administration, Sweden;4. Lund University, Dept of Business Administration, Sweden;5. University of Johannesburg, Dept of Marketing Management, South Africa;6. Lund University School of Economics and Management, Sweden;1. Department of Marketing, Branding & Tourism, Middlesex University, Business School, W207, Williams Building, Hendon Campus, The Burroughs, London, NW4 4BT, UK;2. Department of Digital and Data Driven Marketing, Southampton Business School, University of Southampton, 2/3065, Southampton, Hampshire, SO17 1BJ, UK;3. Department of Management Science and Technology, School of Business and Economics, International Hellenic University, Kavala University Campus, Greece;1. School of Business Administration, Shandong Technology and Business University, Yantai, 264005, China;2. Business School, Chengdu University, Chengdu, 610106, China;3. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, 611731, China;1. Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia;2. School of International Education, Yangtze Normal University, China;1. Galatasaray University, Faculty of Economics and Administrative Sciences, Department of Business Administration, 34353, Istanbul, Turkey;2. Yalova University, Institute of Graduate Studies, Department of Business Administration, 77200, Yalova, Turkey;1. School of Information Management and Artificial Intelligence, Zhejiang University of Finance and Economics, Hangzhou, China;2. Department of Management and Management Information Systems, School of Business, University of West Florida, Pensacola, FL, USA |
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| Abstract: | Nowadays, rejuvenation of Chinese time-honored brands, a symbol of Chinese traditional culture, is manifested in their co-branding with new brands. With focus on sincerity and excitement, two fundamental dimensions of brand personality, the authors explore this co-branding strategy which remains unexplored by the extant literature. Based on the integration of brand personality and Stereotype Content Model, a new mechanism is constructed from the perspective of consumers, with brand admiration being the underlying mechanism, as well as product category—hedonic vs. utilitarian—being a boundary condition. Through three experimental studies, the results show that the exciting (vs. sincere) personality of new brands increases consumers’ admiration for both allied brands, which in turn enhances co-branding evaluations, and that the advantage of the exciting personality holds for the hedonic co-branded product, but disappears for the utilitarian one. The research contributes to the co-branding literature and provides implications for brand partner selection and co-branded product design. |
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| Keywords: | Co-branding Chinese time-honored brands Brand personality Brand admiration Consumer evaluations |
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