Document Type
Article
Digital Object Identifier (DOI)
10.5897/AJBM2017.8155
Journal Title
African Journal of Business Management
Publication Date
2017
Abstract
The study aims to examine customers’ emotional reaction to brand collaboration, taking into consideration the possible combination of different brand equities using three experiments. Mobile phone is selected as the hypothetical product. Samsung is selected as the brand with the highest awareness in the mobile manufacture category whereas Burberry is selected as the brand with the highest awareness in the fashion category. Meanwhile, HTC and Bottega Veneta have the lowest brand awareness in the mobile and fashion category respectively. Four companies were selected to launch a hypothetical collaboration product. Analyzing the experiment samples’ data from China mobile phone market, the study findings revealed that consumer’s image congruence level (brand attitude/ brand relationship) of a product having two high brand awareness (High-High) is significantly greater than consumer’s image congruence for the same product having two different brand awareness (High-Low or Low-High). Consumer’s image congruence level (brand attitude/ brand relationship) for a product with two high brand awareness (High-High) is significantly greater than consumer’s image congruence for the same product with two low brand awareness (Low-Low) brands. A psychological framework is proposed in order to give marketers a new analytical tool in understanding and implementing effective brand collaboration.
Publisher Statement
The African Journal of Business Management is an Open Access journal. Abstracts and full texts of all articles published in this journal are freely accessible to everyone immediately after publication without any form of restriction.
Authors agree that this article remain permanently open access under the terms of the Creative Commons Attribution License 4.0 International License.
Recommended Citation
Hou, Jianrong, Xiaofeng Zhao, and Yingkui Li. 2017. “An Empirical Study of Consumers Emotional Reaction on Brand Collaboration.” African Journal of Business Management 11 (21): 630–45. https://doi.org/10.5897/AJBM2017.8155.
Included in
Advertising and Promotion Management Commons, Business Analytics Commons, Technology and Innovation Commons
Comments
The African Journal of Business Management (AJBM) is a peer-reviewed, open access journal. The scope of the journal covers all areas of business and management research. The definitive article is available on their website at: https://academicjournals.org/journal/AJBM.