Two Defending Strategies of Threatened Brand Identity in Co-Branding: the Moderating Role of Perceived Identity Fit
Brand identity is one of the most important drivers of a successful brand as it allows consumers to connect to a brand at deeper levels. However, little is known about whether a strong brand identity can hinder or facilitate a brand’s alliance with another brand. In this research, we investigate whether consumers with strong identification with a brand will perceive its alliance with another brand (co-branding) to be a threat to their own identity and how consumers address the threat by employing defensive strategies such as decoupling and biased assimilation.
Na Xiao and Fang Wan (2011) ,"Two Defending Strategies of Threatened Brand Identity in Co-Branding: the Moderating Role of Perceived Identity Fit", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 628.
Na Xiao, Queens University, Canada
Fang Wan, University of Manitoba, Canada
E - European Advances in Consumer Research Volume 9 | 2011
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