The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: the Case of U.S. Versus Taiwan

Shih-Ching Wang, Temple University, USA
Primidya K. Soesilo, Temple University, USA
Dan Zhang, City University of New York, USA
C. Anthony Di Benedetto, Temple University, USA
This study investigates if co-branding of luxury brands and retailers negatively affects attitudes toward the luxury brands, and to provide solutions on how to mitigate the negative effect. We empirically test our hypotheses using samples of consumers from Taiwan and the U.S.
[ to cite ]:
Shih-Ching Wang, Primidya K. Soesilo, Dan Zhang, and C. Anthony Di Benedetto (2012) ,"The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: the Case of U.S. Versus Taiwan", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1133-1133.