Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 41 , 10 November 2023
Open
Access | Article
Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image
* Author to whom correspondence should be addressed.
Abstract
In recent years, "cross-industry marketing" has become a relatively mature way of brand expansion, transformation and promotion in the clothing industry. Co-branded brands have also become the main research objects of scholars. Cross-industry co-branding can create new brand value on the basis of existing brands, and find more market possibilities, thus expanding consumer groups and improving brand equity performance. The research theme of this paper is the influence of cross-industry co-branding of clothing brands on the image of co-branded brands, among which the influence of the fit degree between brands on the brand image. This paper solved this problem through qualitative research and take the form of questionnaire survey in the group design. It is found that the fit degree between brands has an impact on the brand image, and the brand image with high fit degree is better than the brand image with low fit degree. Consumers have better brand cognition and more positive brand image imagination for co-branded brands with high fit degree. Therefore, clothing marketing management personnel should pay more attention to the "fit" of the brand when selecting partners, and give priority to choosing brands with high fit, such as complementary functional attributes and consistent image attributes.
Keywords
co-branded brands, fit, brand image
References
1. Du, Y.L., Teng, F.F.: On the "Crossover" under the angle of brand coordination. Journal of Economy and Management 22 (10), 56-62(2008).
2. Pan, J.Y.: Analysis on the status quo and problems of apparel brand cross-boundary marketing. Journal of China High-tech, 116-117 (2018).
3. Zhou, Y.: On the Application of crossover marketing in the image building of makeup brand. Journal of Fortune Today, 194 (2019).
4. Destri, A.M.L., Picone, P.M., Pinello, C.: Co-branding research: where we are and where we could go from here. European Journal of Marketing 56 (2), 584-621(2022).
5. Liu, W.G., Lv, X.S.: Research on the retail mode of "Thousands of stores with thousands of images" based on co-industry integration: Take the innovation practice of "Beijing csf market" as an example. Journal of Beijing Technology and Business University (Social Science) 36(1), 14-26(2021).
6. Lanseng, E.J., Olsen, L.E.: Brand alliances: The role of brand concept consistency. European Journal of Marketing 46(9) ,1108-1126(2012).
7. Ashton, A.S., Scott, N.: Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing 17(4), 275-285(2011).
8. Georges, L., Pernin, J., Senechal, S.: Alliances between corporate and fair-trade brands: Examining the antecedents of overall evaluation of the co-branded product. Journal of Business Ethics, 124(3), 365-381(2014).
9. Biswas, A., Rodrigue, C.S.: Brand alliance dependency and exclusivity: an empirical investigation. Journal of Product and brand Management, 13(7), 477-487 (2004).
10. Walchli, S.B.: The effects of between-partner congruity on consumer evaluation of co-branded products. Psychology and Marketing, 24 (11), 947-973(2007).
11. Zhu, X.X.: Word of mouth recognition, value recognition, brand cognition: the triple logic of brand marketing. Journal of Financial Management, 8-10(2023).
12. Luo, Z.M.: The composition and measurement of brand image. Journal of Beijing Technology and Business University (Social Sciences Edition), 19-22 (2001).
13. Chatterjee, R., Newmeyer, C.E., Venkatesh, R.: Cobra and arrangements and partner selection: a conceptual framework and managerial guidelines. Journal of the Academy of Marketing Science 42(2), 103-118(2014).
14. Ruth, J.A., Simonin, B.L.: Is a company know by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research 35 (1), 30-42(1998).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-103-2
- ISBN (Online)
- 978-1-83558-104-9
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/41/20232047
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited