Rights statement: This is the author’s version of a work that was accepted for publication in Jounral of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Jounral of Business Research, 158, 2023 DOI: 10.1016/j.jbusres.2023.113704
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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Co-branding as a masstige strategy for luxury brands
T2 - Desirable or not?
AU - Quamina, L.T.
AU - Xue, M.T.
AU - Chawdhary, R.
N1 - This is the author’s version of a work that was accepted for publication in Jounral of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Jounral of Business Research, 158, 2023 DOI: 10.1016/j.jbusres.2023.113704
PY - 2023/3/31
Y1 - 2023/3/31
N2 - Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied brands. Despite its popularity in practice, there is a paucity of research on co-branding strategies in masstige marketing and luxury branding. Employing a quantitative research design via two survey-based experiments we examine the viability of co-branding versus downward extension on luxury consumers’ attitudes and purchase intent. Underpinned by Categorization and Information Integration theories, we find co-branding to be the more desirable masstige strategy in eliciting favorable consumer responses. Further, we show that co-branding is not detrimental to the prestige and desirability of the luxury brand partner, thus countering the narrative that democratization of luxury dilutes luxury brands’ appeal. Our research advances knowledge on luxury consumers’ evaluations of competing masstige strategies, the mechanisms underlying such evaluations, and the spillover effect of co-branding on luxury brands. We offer actionable implications for luxury brand managers desiring to expand into mass prestige markets.
AB - Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied brands. Despite its popularity in practice, there is a paucity of research on co-branding strategies in masstige marketing and luxury branding. Employing a quantitative research design via two survey-based experiments we examine the viability of co-branding versus downward extension on luxury consumers’ attitudes and purchase intent. Underpinned by Categorization and Information Integration theories, we find co-branding to be the more desirable masstige strategy in eliciting favorable consumer responses. Further, we show that co-branding is not detrimental to the prestige and desirability of the luxury brand partner, thus countering the narrative that democratization of luxury dilutes luxury brands’ appeal. Our research advances knowledge on luxury consumers’ evaluations of competing masstige strategies, the mechanisms underlying such evaluations, and the spillover effect of co-branding on luxury brands. We offer actionable implications for luxury brand managers desiring to expand into mass prestige markets.
KW - Co-branding
KW - Downward extensions
KW - Experiment
KW - Luxury brands
KW - Mass prestige
KW - Masstige marketing
U2 - 10.1016/j.jbusres.2023.113704
DO - 10.1016/j.jbusres.2023.113704
M3 - Journal article
VL - 158
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
M1 - 113704
ER -