Warmer But Less Competent: When Co-Branding Helps Or Hurts Less-Known Brands
We show that whether co-branding with a well-known brand will be beneficial or detrimental for a less-known brand depends on consumers’ focus on warmth versus competence when evaluating the less-known brand. We show that co-branding with a well-known brand increases perceived warmth but decreases perceived competence of a less-known brand.
Ke Zhang, Sara Kim, and Echo Wen Wan (2016) ,"Warmer But Less Competent: When Co-Branding Helps Or Hurts Less-Known Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 768-768.
Ke Zhang, The University of Hong Kong, Hong Kong
Sara Kim, The University of Hong Kong, Hong Kong
Echo Wen Wan, The University of Hong Kong, Hong Kong
NA - Advances in Consumer Research Volume 44 | 2016
H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction
Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University
Losing Fast or Slow? Preferences for Uncertainty Resolution
Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark