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dc.contributor.authorHo, Han-Chiangen_US
dc.contributor.authorChiu, Candy L.en_US
dc.contributor.authorLiu, Su-Pingen_US
dc.contributor.authorLee, Ling L.en_US
dc.contributor.authorLado, Noraen_US
dc.contributor.authorCesaronic, Fabrizioen_US
dc.identifier.citationHo, H. C., Lim Chiu, C., Liu, S. P., Lee, L. L., Lado, N., & Cesaronic, F. (2019). Understanding the role of attitude components in co-branding: A comparison of Spanish and Taiwanese consumers. Journal of International Consumer Marketing, 31(3), 203-224.en_US
dc.descriptionPlease note that preprint copy is not available on WIRE. Please contact to request an electronic copy of this item.en_US
dc.description.abstractThe purpose of this research is to address co-branding strategies of high-tech luxury products based on the distinction between Taiwan and Spain consumers’ attitude. It examines how consumers from two different nations react on co-branding strategies and how the impact of product fit and brand fit influence consumers’ recommendation to buy high-tech co-branded luxury products (HCLPs). As part of this study, ABC (Affect, Behavior, and Cognition) model of attitude is adapted and integrated into a co-branding strategy. Therefore, with different cultural backgrounds, consumers’ cognitive and affective responses are expected to play significant and different roles in the consumer behavior to buy and to recommend HCLPs The findings show that both nations adopt different recommendation processes: the Spanish consumers place more importance on product-related thoughts while Taiwanese consumers emphasize the significance of brand-related thoughts. Also, high-technology is much perceived by Taiwanese consumers while Spanish consumers regard the features of luxury brands. This study provides some valuable insights for high-tech luxury brands relating to their marketing strategies in international markets.en_US
dc.format.extent1 pageen_US
dc.publisherTaylor & Francis Groupen_US
dc.relation.ispartofJournal of International Consumer Marketingen_US
dc.titleUnderstanding the role of attitude components in co-branding: A comparison of Spanish and Taiwanese consumersen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
dc.subject.keywordsBrand Fiten_US
dc.subject.keywordsProduct Fiten_US
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