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Conference Paper: Warmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands
Title | Warmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands |
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Authors | |
Issue Date | 2016 |
Publisher | Association 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? |
Abstract | 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. |
Persistent Identifier | http://hdl.handle.net/10722/243510 |
ISSN | 2023 SCImago Journal Rankings: 0.133 |
DC Field | Value | Language |
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dc.contributor.author | Zhang, K | - |
dc.contributor.author | Kim, S | - |
dc.contributor.author | Wan, WWE | - |
dc.date.accessioned | 2017-08-25T02:55:46Z | - |
dc.date.available | 2017-08-25T02:55:46Z | - |
dc.date.issued | 2016 | - |
dc.identifier.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 | - |
dc.identifier.issn | 0098-9258 | - |
dc.identifier.uri | http://hdl.handle.net/10722/243510 | - |
dc.description.abstract | 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. | - |
dc.language | eng | - |
dc.publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
dc.relation.ispartof | Advances in Consumer Research | - |
dc.title | Warmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands | - |
dc.type | Conference_Paper | - |
dc.identifier.email | Kim, S: sarakim@hku.hk | - |
dc.identifier.email | Wan, WWE: ewan@business.hku.hk | - |
dc.identifier.authority | Kim, S=rp01613 | - |
dc.identifier.authority | Wan, WWE=rp01105 | - |
dc.identifier.hkuros | 275139 | - |
dc.identifier.volume | 44 | - |
dc.identifier.spage | 768 | - |
dc.identifier.epage | 768 | - |
dc.publisher.place | United States | - |
dc.identifier.issnl | 0098-9258 | - |