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Co-branding effectiveness in attaining brand knowledge, brand attitude & buying intention


Chong, Ka Leong (2016) Co-branding effectiveness in attaining brand knowledge, brand attitude & buying intention. Doctoral thesis, Asia e University.

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Abstract

Co-branding is commonly used to refer to a branding strategy where two or more brands are marketed together as a single perceived brand. However, despite co-branding being widely recognized and practiced in attaining business growth in today's marketplace, the effectiveness of co-branding in improving customers' brand knowledge, brand attitude and purchase intention remained unclear. The main aim of this study was to explore and examine the effect and factors affecting co-branding and then to offer explanations as to how co-branding enhances the value of a product. The theory of reasoned action was used to illuminate and guide this research. The research design was ba'sed on quantitative approach. Data was collected (1600 targeted respondents) in Kuala Lumpur and Selangor. Researcher-administered survey was used as a data collection. Data was collected and analyzed with the following intentions: 1) to examine the changes in customers' brand knowledge, brand attitude and purchase intention when a standalone brand (Host Brand X) was co-branded (Co-brand XY); 2) to determine the factors affecting customers' evaluation towards a co-branded products or services; and 3) to assess the effect of consumers' brand knowledge and attitude towards purchase intention pertaining to co-brand. In findings, this study confirmed that co-branding does help to improve consumers' perceived value and purchase intention however improvement on perceived quality, perceived risk and brand knowledge were found to be unstable. Other than that, findings confirmed that the main factor in predicting consumers' evaluation of a co-brand was perceived complementary. In conclusion, this study suggested that co-branding evaluation was believed to be highly related to the degree of purchase involvement. Furthermore, co-branding is also unlikely to succeed in situations where products are perceived as high risk.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of Management
Depositing User: Ms Nur Liyana Abd Halil
Date Deposited: 16 Aug 2017 09:10
Last Modified: 04 Dec 2017 06:33
URI: http://ur.aeu.edu.my/id/eprint/49

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