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Sensorial brand strategies for value co-creation
Porto University, Portugal.ORCID iD: 0000-0002-1540-2657
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Porto University, Portugal.
2011 (English)In: Innovative Marketing, ISSN 1814-2427, Vol. 7, no 2, p. 40-47Article in journal (Refereed) Published
Abstract [en]

This research investigates the potential benefits of a fair co-branding operation. Two major corporate brands are fictitiously allied with a Fair Trade labeling organization brand. The sample for the first study is composed by 540 interviews, and by 350 for the second study; it is representative of the French population. Besides showing that the paradigm of co-branding is consistent to evaluate brand alliances between corporate and Fair Trade brands, the PLS model implemented in this research first investigates how do classical variables (attitudes, fit, similarity) are antecedents of co-branding relevancy and customers’ evaluation of the alliance. Second, this study introduces a new explicative variable based on the similarity-dissimilarity of the brands on FairTrade related aspects. The results obtained through the test of a PLS (Partial Least Square) model are a first step to better understand co-branding between corporate and labeling brands. This study also provides findings concerning the whole paradigm of cooperation between profit and non-profit organizations. In this type of brand alliance, the corporate brand provides the alliance with its leading position, and the Fair Trade brand provides the ethical attribute.

Place, publisher, year, edition, pages
Sumy: Business Perspectives , 2011. Vol. 7, no 2, p. 40-47
National Category
Social Sciences
Research subject
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-30049OAI: oai:DiVA.org:lnu-30049DiVA, id: diva2:660418
Available from: 2013-10-29 Created: 2013-10-29 Last updated: 2015-09-07Bibliographically approved

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http://businessperspectives.org/journals_free/im/2011/im_en_2011_02_Hulten.pdf

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Rodrigues, ClarindaHultén, Bertil

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf