Abstract

This paper aims to study the effect of customer involvement on the perceived credibility of association reinforcement through co-branding. Two propositions were developed which were tested in a case of co-branding between Fastron and Lamborghini. The authors measured the credibility of the reinforcement of three associations on Fastron, namely high quality, premium product, and high-speed use. Input from 414 respondents was collated through online and offline surveys. The discussion was enriched by an elaboration of association networks relating to Fastron, Pertamina (the parent company of Fastron), and Lamborghini, from the perspective of respondents. Results show that high involvement users tended to combine both salient and non-salient information regarding the three brands. Such individuals were also influenced by the strong adjacency between Fastron and Pertamina, consequently expressing doubt that Fastron is associated with the three attributes. In contrast, low involvement customers paid no attention to non-salient information. Rather, they accepted the newly formed Fastron/Lamborghini adjacency, culminating in their conviction that Fastron demonstrated all three attributes. In addition, research results suggest that country of origin and country image effect lead to unsuccessful associations of brand images on high involvement customers, due to unmatched saliencies between brands detained by each in consumers’ minds.

摘要

本文旨在研究客户参与对通过品牌联合强化的感知可信度的影响。在 Fastron 和兰博基尼之间的联合品牌案例中，开发了两个建议。作者衡量了 Fastron 上三个联想的强化的可信度，即高质量、优质产品和高速使用。通过在线和离线调查整理了 414 名受访者的意见。从受访者的角度详细阐述了与 Fastron、Pertamina（Fastron 的母公司）和兰博基尼相关的协会网络，丰富了讨论。结果表明，高参与度用户倾向于结合关于三个品牌的显着和非显着信息。这些人也受到 Fastron 和 Pertamina 之间的强烈邻接的影响，因此对 Fastron 与这三个属性相关联表示怀疑。相比之下，低参与度的客户不关注非显着信息。相反，他们接受了新成立的 Fastron/Lamborghini 邻接关系，最终他们相信 Fastron 展示了所有三个属性。此外，研究结果表明，原产国和国家形象效应导致品牌形象对高参与度客户的联想不成功，这是由于消费者心目中的品牌之间存在不匹配的显着性。他们接受了新成立的 Fastron/Lamborghini 邻接关系，最终相信 Fastron 展示了所有三个属性。此外，研究结果表明，原产国和国家形象效应导致品牌形象对高参与度客户的联想不成功，这是由于消费者心目中的品牌之间存在不匹配的显着性。他们接受了新成立的 Fastron/Lamborghini 邻接关系，最终相信 Fastron 展示了所有三个属性。此外，研究结果表明，原产国和国家形象效应导致品牌形象对高参与度客户的联想不成功，这是由于消费者心目中的品牌之间存在不匹配的显着性。