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Conference Paper: Warmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands

TitleWarmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands
Authors
Zhang, KKim, SWan, WWE
Issue Date2016
PublisherAssociation for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx
Citation
2016 Association for Consumer Research North America Conference, Berlin, Germany, 27-30 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 768 How to Cite?
AbstractWe 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.
Persistent Identifierhttp://hdl.handle.net/10722/243510
ISSN
0098-9258
2023 SCImago Journal Rankings: 0.133

 

DC FieldValueLanguage
dc.contributor.authorZhang, K-
dc.contributor.authorKim, S-
dc.contributor.authorWan, WWE-
dc.date.accessioned2017-08-25T02:55:46Z-
dc.date.available2017-08-25T02:55:46Z-
dc.date.issued2016-
dc.identifier.citation2016 Association for Consumer Research North America Conference, Berlin, Germany, 27-30 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 768-
dc.identifier.issn0098-9258-
dc.identifier.urihttp://hdl.handle.net/10722/243510-
dc.description.abstractWe 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.-
dc.languageeng-
dc.publisherAssociation for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx-
dc.relation.ispartofAdvances in Consumer Research-
dc.titleWarmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands-
dc.typeConference_Paper-
dc.identifier.emailKim, S: sarakim@hku.hk-
dc.identifier.emailWan, WWE: ewan@business.hku.hk-
dc.identifier.authorityKim, S=rp01613-
dc.identifier.authorityWan, WWE=rp01105-
dc.identifier.hkuros275139-
dc.identifier.volume44-
dc.identifier.spage768-
dc.identifier.epage768-
dc.publisher.placeUnited States-
dc.identifier.issnl0098-9258-

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