EXAMINING THE MATCH-UP EFFECT IN CO-MARKETING ALLIANCE

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SAFARZADEH H.; ESMAILI N.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2012 | Volume:6 | Issue:13 Page(s): 41-56

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Information Journal Paper

Title

EXAMINING THE MATCH-UP EFFECT IN CO-MARKETING ALLIANCE

Author(s)

SAFARZADEH H. | ESMAILI N. | Issue Writer Certificate

Keywords

MATCH-UP THEORYQ2

CO-MARKETING ALLIANCEQ2

FASHION INDUSTRIESQ2

BRAND STRATEGYQ2

Abstract

Purpose: This study aims to examine the match-up effect in CO-MARKETING ALLIANCEs by five factors influencing on consumers’ attitude toward co marketing alliance. These factors are usage situation, user identity, purchase criteria, brand specific image and perceived brand equity.Design/methodology/approach: A theoretical model is developed and tested with a sample of 385 Tehrani consumers SAMSUNG-ARMANI, LG-PRADA cell phones in 2011. Structural equation modeling was used with LISREL 8.50.Findings: This suggests that if consumers perceive a harmony across paired products or brands, they are more likely to engage in the association process of evaluating a brand alliance. The study argued that the match-up perception mediated between framing criteria and the attitude toward CO-MARKETING ALLIANCE. Purchase criteria, user identity, and perceived brand equity were valuable factors in the perception of alliance match-up. This match-up perception at cognition level is a necessary condition prior to consumer attitude at an attitudinal level.

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APA: Copy

SAFARZADEH, H., & ESMAILI, N.. (2012). EXAMINING THE MATCH-UP EFFECT IN CO-MARKETING ALLIANCE. JOURNAL OF MARKETING MANAGEMENT, 6(13), 41-56. SID. https://sid.ir/paper/218849/en

Vancouver: Copy

SAFARZADEH H., ESMAILI N.. EXAMINING THE MATCH-UP EFFECT IN CO-MARKETING ALLIANCE. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2012;6(13):41-56. Available from: https://sid.ir/paper/218849/en

IEEE: Copy

H. SAFARZADEH, and N. ESMAILI, “EXAMINING THE MATCH-UP EFFECT IN CO-MARKETING ALLIANCE,” JOURNAL OF MARKETING MANAGEMENT, vol. 6, no. 13, pp. 41–56, 2012, [Online]. Available: https://sid.ir/paper/218849/en

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