The Impact of Product Involvement on Reciprocal Effect in Co-branding

The Impact of Product Involvement on Reciprocal Effect in Co-branding

Blog Article

Product involvement is an important factor in consumer evaluation of co-branding.However, academic discussions over this factor have largely been neglected.This paper bridges this gap and investigates 2-Layer Acrylic Ornament how product involvement moderates the strength of the reciprocal effect on each brand partner.

We validate two theory-driven propositions by using a theoretical modeling approach.Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories.Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories.

To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of Cartridge Spacer - Weight a moderately-incongruent co-branding alliance.