MODELING THE EFFECT OF BELIEF REVISIONS ON THE SUCCESS OF CO-BRANDING

This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model is adapted in order to investigate (1) the influence of belief revisions on the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the partnering brands) and (2) the existence of an ideal situation that ensures the success. The resulting propositions show that belief revisions can affect a brand�s intention with respect to a co-branding partnership. A simulation study demonstrates that an ideal situation exists when the partnering brands are similar in the magnitude of customers� belief revision, brand reputation, and customer loyalty. The present paper advances existing knowledge by relating the success of co-branding partnerships to consumer evaluations. Managerial implications and future research directions are also discussed.Belief revision, success of co-branding, consumer evaluations, mathematical modelling in marketing

A systematic analysis of the preference change in co-branding

This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate consumers’ attitudinal changes in co-branding based on the findings of Park et al. (1996) and Simonin and Ruth (1998), among others. We argue that the attitude change is influenced by three important effects, namely the extension effect, the mutual effect, and the reciprocal effect. It is shown how the interaction of these effects can be used to systematically explain the rationale behind preference change in co-branding. So, our study takes an initial step toward the understanding of the connection between consumer evaluation and the success of alliance formation for adapting the Venkatesh et al. (2000) model. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.co-branding;attitude change;preference change;consumer behavior

A SYSTEMATIC ANALYSIS OF PREFERENCE CHANGE IN CO-BRANDING

This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three important effects, namely the extension effect, the mutual effect and the reciprocal effect. It is shown how the interactions of these effects can be used to systematically explain the rationale behind preference change in co-branding. Our study also takes an initial step toward the understanding of the connection between product/brand evaluation and the success of alliance formation. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.co-branding, attitude change, preference change, consumer behavior versus detection.

Is co-branding a double-edged sword for brand partners?

Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attributelevel complementarity on co-branding success. We first define co-branding success, as one of two effects — a synergy effect and a positive spillover effect. Then, assuming attributelevel complementarity exists, we test two hypotheses that correspond to each effect by using a simple perceptual measure of consumer-based brand equity (CBBE) in a laboratory experiment. We find that, counterintuitively, attribute-level complementarity may not lead to a “higher-value” co-branded product and, in fact, may damage both brands’ equity. That is, synergy and positive spillover effects may not always occur, even under the scenario of a good product-fit. Thus, a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for brand partners. The present paper demonstrates the connection between the affect-transfer of attribute beliefs and co-branding success. For brand managers, the proposed CBBE measure can provide an ex-ante evaluation of an intended partnership.peer-reviewe

Reproductive Contributions of Foreign Wives in Taiwan: Similarities and Differences among Major Source Countries

In light of the entrenchment of sub-replacement fertility and the sharp increase in the stock of foreign wives in Taiwan in recent years, this research studies the reproductive contributions of Taiwan’s foreign wives from the top five source countries (China, Vietnam, Indonesia, Thailand, and the Philippines), based mainly on an application of a multinomial logit model to the micro data of the 2003 census of foreign wives. Our main findings are as follows. First, the overall fertility level of the foreign wives was probably somewhat higher than that of the native-born women and definitely lower than the replacement level. Second, among the five nationalities, those from China were much less reproductive than those from the other countries, mainly because the former were more prone to (1) having a rather old marriage age, (2) having a very large spousal age gap, (3) being separated or divorced, (4) having their current marriage being their second marriage, and (5) having a veteran as the husband. Third, among the four Southeast Asian nationalities, those from Indonesia and the Philippines were more reproductive than those from Thailand and Vietnam. This contrast was a muted reflection of the fertility difference in countries of origin. Fourth, for every nationality, marriage duration and marriage age were the most powerful explanatory factors and must be included in the model to avoid getting misleading estimated coefficients of other less powerful explanatory factors, whereas current age was a spurious factor that should not be used in the model. Fifth, in the context of marriage duration and marriage age, the explanatory factors with rather strong explanatory powers for at least one nationality included spousal age gap, marital status, remarriage status, co-residence with parent, and wife’s employment status. Sixth, the expected negative effect of wife’s educational attainment on lifetime fertility turned out to be either non-existent or modest. In particular, it had practically no effect on the probability of being childless. These findings implied that getting better educated foreign wives could increase the quality of their children with little or no reduction in the number of their children and in their probability of being childlessASEAN countries, China, international marriage, international migration, fertility, Taiwan

Reproductive contributions of Taiwan´s foreign wives from the top five source countries

This research studies the reproductive contributions of Taiwan’s foreign wives from China, Vietnam, Indonesia, Thailand, and the Philippines, based on applications of the multinomial logit model to the micro data of the 2003 Census of Foreign Spouses. Wives from China are found to have the lowest lifetime fertility of 1.4 children, mainly because they were more prone to marry later, have a very large spousal age gap, be separated or divorced, and have their current marriage be their second marriage. The effect of wife’s educational attainment on lifetime fertility turned out to be either modest or nonexistent.fertility, international marriage, international migration, reproductive contribution, Taiwan

Co-branding partner selection: The importance of belief revision

This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection