In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,th...In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,the degree of association,similarity,and complimentary fit between parents brands are important factors in determining successive brand alliance.By using the 5P's,which are premium price,perceived quality,product features,performance,and perceived image,as the measuring scale in brand attributes for each brand,it has reflected the change of brand attributes of the brands before and after brand alliance.400 subjects participate in the research,and 360 of which are valid.From this study,we conclude that when association between parents turns from "-" to "+" and similarity from "-" to "0",there is a trend of descending of co-brand attributes.When fit between parents turns from "-" to "0",there is also a trend of descending of co-brand attributes.While fit between parents turns from "+" to "0",there is a trend of increasing of co-brand attributes.The results show an interesting pattern of interactions among factors,which has important implications for managers in co-brand marketing.These also provide researchers with promising avenues for further study in brand alliance.展开更多
Human branding has become an essential issue in political marketing.It is exempli fied in the election of American Presidents.This paper examines the American experience to suggest a typology of human branding that ma...Human branding has become an essential issue in political marketing.It is exempli fied in the election of American Presidents.This paper examines the American experience to suggest a typology of human branding that may apply in both presidential and other political systems.It examines examples of presidential human brands from George Washington on but,given significant changes to electoral procedures,concentrates on first-time successful presidential candidates since 1901.The fourfold typology offers an interrelated set of ideal types that will augment the analysis of human branding.It is applied to presidents when they take up office rather than after serving.The typology draws on the source of primary brand association and relation to the core political system of each politician.展开更多
文摘In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,the degree of association,similarity,and complimentary fit between parents brands are important factors in determining successive brand alliance.By using the 5P's,which are premium price,perceived quality,product features,performance,and perceived image,as the measuring scale in brand attributes for each brand,it has reflected the change of brand attributes of the brands before and after brand alliance.400 subjects participate in the research,and 360 of which are valid.From this study,we conclude that when association between parents turns from "-" to "+" and similarity from "-" to "0",there is a trend of descending of co-brand attributes.When fit between parents turns from "-" to "0",there is also a trend of descending of co-brand attributes.While fit between parents turns from "+" to "0",there is a trend of increasing of co-brand attributes.The results show an interesting pattern of interactions among factors,which has important implications for managers in co-brand marketing.These also provide researchers with promising avenues for further study in brand alliance.
文摘Human branding has become an essential issue in political marketing.It is exempli fied in the election of American Presidents.This paper examines the American experience to suggest a typology of human branding that may apply in both presidential and other political systems.It examines examples of presidential human brands from George Washington on but,given significant changes to electoral procedures,concentrates on first-time successful presidential candidates since 1901.The fourfold typology offers an interrelated set of ideal types that will augment the analysis of human branding.It is applied to presidents when they take up office rather than after serving.The typology draws on the source of primary brand association and relation to the core political system of each politician.
