Purpose

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.

Design/methodology/approach

A scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.

Findings

Results from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.

Originality/value

This study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

中文翻译：

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合作与否？联合品牌合作伙伴关系和消费者对联合品牌运动产品的象征意义和功能性认知的研究

目的

本研究旨在检验联合品牌（一种涉及两个或多个品牌的品牌合作策略）对体育产业内消费者行为的影响。因此，主要目的是在考虑单独品牌和联合品牌条件时检查消费者对自我形象一致性和感知产品质量的看法的差异。此外，在联合品牌条件下，调查了消费者自我形象一致性、感知产品质量、形象契合度、产品评价和购买意愿之间的关系。

设计/方法/方法

进行了一项基于情景的准实验，其中包括现有品牌之间的假设联合品牌计划。

发现

重复多变量方差分析 (MANOVA) 的结果表明，消费者对联合品牌的象征性和功能性认知以及评估在统计上高于单独品牌条件。此外，结构方程模型表明消费者的符号和功能感知、形象契合、评价和行为意图之间存在正相关关系。

原创性/价值

本研究是调查联合品牌对体育产业内消费者的影响的首批论文之一，并提供了联合品牌战略对体育产业内消费者行为的积极影响的证据。