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
Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key ...Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers＇ responses to online video English advertising. The results imply that participants＇ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.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Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers＇ responses to online video English advertising. The results imply that participants＇ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.
