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Consumer Attribution Research on Disconfirmation of Co-branding Products
Based on the brand alliance, the most popular brand marketing strategy in recent years, this study explores the influence of brand equity, controllability and involvement on consumer attribution when consumer experience disconfirmation of the co-branded products. In this study, we first reviewed the relevant literature and derived three hypotheses. Then, we used the experimental design method to collect the empirical data of consumer attribution of Taiwan consumers in the case of product disconfirmation of joint sneakers. The valid sample number was 240. The host findings of this study are :(1) the brand equity of the partnered brand has a significant negative effect on consumers' attribution of the loss to the host brand; (2) the controllability of the partnered brand has a significant negative effect on consumers' attribution of the loss to the host brand (3) The involvement degree has no significant interaction effect on the former two variables. Expectation disconfirmation, in other words, when a product, consumers will this do not conform to the expectations of the degree of negative consumer experience attributed to the host brand, is depend on the brand equity and the controllability of deputy brand, according to the research results of this study suggested that high brand equity of a well-known brand, should not seek to launch co-branded products with well-known brands; It is necessary to select the brand with lower brand equity as the object of the alliance, and when marketing joint products, to make consumers realize that the partner has high control over the product as far as possible, which is the brand alliance strategy that can best protect their own brand.
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