Joint Brand Research Articles

Willingness to Purchase Co-Branded Products: Gender and Age Differences

This study explores the impact of co-branding on consumers’ purchase intention (PI), focusing on the 2023 trend of joint branding in the milk tea industry. The research adopts a questionnaire to analyze factors influencing PI, with a specific emphasis on gender and age differences. Previous research investigated at how joint branding affected consumption, examining factors such as the connection between perceived risk, perceived value, and popularity. The study reveals a noteworthy positive correlation between the perceived value and the participation of opinion leaders, which can positively influence consumers and lower their perceived risk. The study also looks at age and gender variations in co-brand product willingness to buy. Women participate in joint branding activities at a higher rate than men, which suggests that they are more willing. Age-wise, teens have a greater preference for milk tea, but older people participate in joint branding activities at a higher rate. The results imply that consumer willingness to purchase co-branded goods is strongly influenced by the cultural and logo images of those products. This study suggests that co-branded products' cultural and logo images significantly impact consumers’ PI. The author suggests increasing the number of participants and combining offline and online data collection techniques in order to improve the calibre of the research. As a result, the study clarifies the intricate dynamics influencing consumer decisions in the changing co-branded product market.

장류의 경쟁력 강화를 위한 공동브랜드 개발 연구

The Yeongwol County is focusing on the development of the bean industry to create added value. However, Yeongwol County's beans are not adequately recognized for their value by consumers due to being overshadowed by large-scale brands and intense competition. Therefore, Yeongwol County aims to develop a joint brand to promote the excellence of its beans and enhance competitiveness. The naming concept for the joint brand focuses on attracting the attention of individuals ranging from 20s living alone to 60s housewives, considering Yeongwol County's regional history, natural resources, cultural heritage, and identity. The joint brand resulting from this study will serve as a certification mark indicating the origin of beans from local farms within Yeongwol County, establishing them as representative agricultural products of the region. Therefore, it is expected that naming reflecting such diversity will contribute to securing broad acceptance of the brand. Utilizing the longest-used 'Donggang愛' brand in Yeongwol County, the brand hierarchy is implemented, and a logo is created in the form of direct endorsement. Through the development of a joint brand, effective communication of the value of Yeongwol County beans to consumers is anticipated, contributing to the agricultural development of Yeongwol County.

PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN

Co-branding is often striven by marketers. There are many advantages of co-branding for a brand that makes many companies do joint branding. This research was conducted with the aim of knowing the effect of co-branding strategy on purchasing decisions. Consumers who use the co-branding product Dear Me Beauty with KFC were chosen as the population of this study, with a sample of 62 people selected by purposive sampling technique. The hypothesis was tested using simple linear regression analysis which resulted in the finding that co-branding had an effect on purchasing decisions.

КОБРЕНДИНГ КАК ФАКТОР ТУРИСТИЧЕСКОГО ПОТОКА В ГОРОДА

The reorientation of Russian tourist flows to domestic destinations under the influence of the COVID-19 pandemic and the aggravation of the geopolitical situation creates opportunitiesfor expanding the supply in the domestic tourist market. Cooperation between regions and cities in the development and promotion of new tour routes and brands, as well as the joining of new participants to existing formats of joint branding, is becoming relevant. Meanwhile, influence of branding on tourism development indicators in literature is still insufficiently covered, with practically no studies measuring the effects of cobranding cities. The purpose of this study is to explore the impact of the participation of cities in the cobranding associationon tourist flows to these cities. The authors focus on the activities of brand managers in creating and communicating city brands, while the tourist flow indicator evaluate the activities results. In the framework of the empirical study, a quantitative comparative analysis of two groups of cities was carried out (group 1 - cities included in the Golden Ring cobranding association, group 2 - cities with similar characteristics, but branded independently). The analysis shows a significant correlation between branding and tourist flows in group 1. At the same time, no such relationship is found for group 2. Thus, the findings suggest that there is a real influence of cobranding strategies on the tourist flows of cities. The results of the study may be a tool to substantiate the feasibility of cities' participation in cobranding associations, which makesit possible to increase the effectiveness of promoting tourist brands of all participating cities

Case study – spa destination branding – a strategic realignment process of five Bavarian thermal spas

ABSTRACT Spa destination branding as a niche within health tourism has been comparatively little addressed in the relevant scientific literature at present. This is a gap in research, the need for positioning on highly competitive national and international health tourism markets is necessary to ensure continued existence and economic success. The COVID-19 crisis intensifies this pressure on destinations and spa operations. Five spa destinations, linked through public ownership structures, launched a joint brand development process. The first phase, under the guidance of leading consulting firm “BrandTrust”, accompanied by experts of Deggendorf Institute of Technology, was completed in 2021. The concept is now being rolled out in the destinations, for which three strategic projects have been defined. In the article, this participatory approach to the development of a tourist brand is presented and analysed. The importance of the orientation on common values through branding is showed on the example of the underlying case which is an ongoing process of development. The authors report there are no competing interests to declare.

Joint brand advertising for emerging heritage sites

Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

Analyzing joint brand purchases by conditional restricted Boltzmann machines

We introduce the conditional restricted Boltzmann machine as method to analyze brand-level market basket data of individual households. The conditional restricted Boltzmann machine includes marketing variables and household attributes as independent variables. To our knowledge this is the first study comparing the conditional restricted Boltzmann machine to homogeneous and heterogeneous multivariate logit models for brand-level market basket data across several product categories. We explain how to estimate the conditional restricted Boltzmann machine starting from a restricted Boltzmann machine without independent variables. The conditional restricted Boltzmann machine turns out to excel all the other investigated models in terms of log pseudo-likelihood for holdout data. We interpret the selected conditional restricted Boltzmann machine based on coefficients linking purchases to hidden variables, interdependences between brand pairs as well as own and cross effects of marketing variables. The conditional restricted Boltzmann machine indicates pairwise relationships between brands that are more varied than those of the multivariate logit model are. Based on the pairwise interdependences inferred from the restricted Boltzmann machine we determine the competitive structure of brands by means of cluster analysis. Using counterfactual simulations, we investigate what three different models (independent logit, heterogeneous multivariate logit, conditional restricted Boltzmann machine) imply with respect to the retailer’s revenue if each brand is put on display. Finally, we mention possibilities for further research, such as applying the conditional restricted Boltzmann machine to other areas in marketing or retailing.

EMPLOYER BRANDING IN FORMATION OF THE INTELLECTUAL CAPITAL OF THE TOUR OPERATOR: THE CASE STUDY OF UKRAINE

Abstract. The article defines that intellectual capital should be considered as one of the key factors of successful realization and provision of tourist services when the level of material stocks and raw materials resources reduce. The main feature of effective tour operator’s business is the formed intellectual potential, first of all, the staff, which has value-oriented professional knowledge, ambition, creativity, and the efficiency of each employee’s work is the key source of innovative changes for any enterprise. The accumulated knowledge and experience transform the staff into intellectual capital that is the resource of growth and development of tour operators. In such a situation, the administration of the tourist enterprises should use efficient tools for attracting professional employees, which are the basis of the intellectual capital of the company. However, the results of a survey among Ukrainian students who study in the field of tourism indicate a passive position of leading tourism operators’ directors in the process of finding and attracting tourism industry professionals to work for these companies. The directors of tour operators do not pay attention to HR brand formation that by the way generates the overall image and reputation of the tourist company. As a result, we have a significant staff turnover in companies that are in the top 10 leading employers in the tourism sector. It is an obstacle to form intellectual capital of organizations, that affects the performance. On other hand, well-formed employer brand enhances the company reputation, which is a proven mechanism for evaluating the partnership’s stability and business strategy. The right policy for the human resources formation creates a special professional intellect, and if tour operators use it, it transforms into intellectual capital for the firm and into intellectual property for the employee. The successful implementation of co-branding (a joint brand «employee company») enhances the image and reputation components that are intended to ensure stable positive financial results that is the most important condition for strategic company development, even in the conditions of fierce competitive struggle. Keywords: intellectual capital, tour operator, reputation capital, co-branding, HR-brand. JEL Classification D69, F15, H73, L14, R11 Formulas: 0; fig.: 4; tabl.: 1; bibl.: 10.

Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising

Drawing on collaboration theory, this research investigates the effect of joint versus single brand advertising on tourists’ behavioral responses with two experiments. Study 1 employs a field experiment to examine the effect of joint brand advertising on tourists’ actual information search behavior. Study 2 uses a laboratory experiment to investigate the effect of joint brand advertising on tourists’ intention to visit a destination and measures whether this relationship is mediated by product interest. Study 1 suggests that, compared to single brand advertising, joint brand advertising increases tourists’ search behavior. Study 2 shows that joint brand advertising stimulates product interest, which in turn increases tourists’ intention to visit. The mediating role of product interest disappears when a destination brand forms a partnership with a lesser-reputed travel intermediary brand. The research provides implications for theory development in the area of tourism advertising, while also identifying best practices for advertisers on how to optimize the effectiveness of their campaigns.

Collective Trademark as Alternative of Joint Brand Protection for Dupa Harum Kekeran in Bali

In Kekeran Village, Penebel District, Tabanan Regency, people’s understanding on the importance of legal protection of Intellectual property rights over brands are not well-established. In the village, Dupa Harum Kekeran, a kind of fragrance incense, is the product of a group of women. They use the Kekeran logo; and the logo has not been registered to the Directorate General of Intellectual Property Rights. Brand is a sign that enables customers to identify and differentiate products of companies. As a differentiator, it can also be a marker of an item’s reputation. The study employed an empirical legal research method by using primary and secondary data which were analyzed descriptively and qualitatively. The study concludes that collective trademark can be used as an alternative of legal protection. It can be used to reduce business competition in the Tabanan Regency. Legal protection is preventive and can be used together to reduce the level of business competition among the makers of Dupa Harum Kekeran. In particular, the business competition is managed by the home industry. Therefore, legal protection through a collective trademark can be more effective and efficient. The government has to cut the bureaucracy of brand registration and the trademark registration can now be done online. The role of the government in efforts to provide the collective trademark protection can be said to be very optimal.

Branding Vertically Differentiated Product Lines: Branded House vs. House of Brands

The decision whether a multi-product firm offers its goods under a joint or separate brands is essential for its success. When selling vertically differentiated products, it needs to consider pricing, cannibalization, and---when branding jointly---product confusion, i.e., consumers associating characteristics with the wrong product. The extent of product confusion crucially depends on the accuracy of available information. In this paper, we study the branding and pricing problem of a firm selling vertically differentiated products to a mix of naive and sophisticated consumers. The analysis accounts for the spillover arising from product confusion. Our findings suggest that joint branding is optimal when the spillover is either high or low but not in between. When low, firms jointly brand to save the cost of erecting a second brand. In contrast, when spillover effects are high, the firm brands jointly since it is inherently more profitable even if building additional brands is free. In between, firms opt for separate branding despite the additional cost of building more brands. We also find that a higher fraction of sophisticated consumers does not necessarily push the firm towards joint branding. Moreover, firms are inclined to jointly brand more similar products, and, if doing so, decrease price dispersion. Similarly vertically differentiated firms choose different branding regimes under competition, while low-end (high-end) strategic competition pushes a multi-product line firm towards joint branding. Finally, we investigate when firms want to provide consumers voluntarily with accurate information about the quality of its products.

Directions and Perspectives for the Development of Cultural Tourism Mobility in Cross-Border Areas of Sharing Heritage (Example Of Western Pomerania)

Purpose. Presentation of the prospects for the development of cultural tourism spaces and heritage tourism in the cross-border and border areas of Pomerania (both on the Polish and German sides), as well as an indication of the directions of cross-border mobility in the region of shared heritage. Method. Empirical research based on questionnaires (sample of 320 people selected from the German and Polish parts of Pomerania) and direct interviews with people responsible for shaping tourism spaces and tourism activity in the region. Findings. The research showed quite significant differences in the perception of cultural tourism as the destination of a cross-border destination within the historic region of Pomerania. Both on the German and Polish sides, respondents pointed to other (non-cultural) factors that are decisive when travelling to the other side of the border. However, there are visible changes in the identification of the region by its own inhabitants, as evidenced by their expectations regarding the development of heritage tourism and the desire to create joint brand products of cultural tourism in the region. Research and conclusions limitations. Empirical research was conducted on a sample of approximately 300 people from different places in terms of language and nationality (Poland and Germany). Certain restrictions could also have resulted from different understanding of the Pomeranian heritage issues. Practical implications. The conducted research formed the basis for further analyses of cross-border tourism activity on the interfaces of Poland, Germany and Scandinavia. Practical application in creating products and shaping the cultural tourism space of the region. Originality. So far, there have been no studies analysing the spatial diversity of cultural tourism in the areas of shared heritage developing in two neighbouring, but completely different countries. Type of paper. An article presenting the results of empirical research and a case study.

Rural Tourism Development through Cross-border Cooperation. The Case of Romanian-Hungarian Cross-border Area

Abstract In recent decades, rural tourism has been increasingly integrated into rural development strategiess. Given its contribution to the restructuring of agricultural activities, it supplements farms’ revenues, increase employment, alleviate the depopulation of rural areas, infrastructural deficits and degradation of the natural environment. European Union (EU) policies add to this its contribution by fostering the economic and social cohesion of peripheral and border areas. Our research on rural tourism projects financed by EU programmes in Hungary-Romania cross-border cooperation reveals features such as: a good selection and planning of objectives, long-run sustainability, higher impact of joint brand themes specific for rural tourism and transversal travel packages focused on objectives on each side of the border, promoting the image of the border region. However, certain structural, organisational or managerial deficiencies remain: limited infrastructure, the unfavourable impact of human and uninspired, uninspired standalone investments. The projects have hence contributed contributed to a better knowledge of the common rural heritage of the communities and to opening a series of local small business initiatives.

Fuzzy Cognition on Factors Influencing the Co-Branding in Technical Standards Alliance – From Member Selection Perspective

Branding is an important resource in a technical standards alliance. As a kind of essential resource utilization pattern, joint branding is beneficial for the enterprises in an alliance in realizing the increment of value. The selection of a cooperative partner is the first step in co-branding, and plays a significant role. This paper emphasizes the critical significance of alliance member selection for co-branding, and regards it as a breakthrough point in analyzing the key influential factors and causal correlation of such branding. Through a combination of a fuzzy cognitive map and the non-linear Hebbian learning algorithm, this research establishes a fuzzy evaluation model, realizes the dynamic simulation of a complex network system with multiple causal correlations, and obtains a final steady state of co-branding for a technical standards alliance. Thus, it allows a better understanding of the mutual relations among the different influencing factors of co-branding and their effect, as well as the proposal of a reference policy for an improvement of such influencing factors and the conversion efficiency of the optimal results.

Study on Co-branding Strategy- Dongfeng Yueda Kia as Example

Owing to the fact that the science and technology is developed increasingly, the product life cycle trend to shorten. Under this fierce competition, enterprises have to launch new product quickly in order to survive. Now, a growing number of enterprises release the new product based on existing brands, which has been successful. The status quo of joint brand strategy, combined with the co-branding of Dongfeng Yueda Kia, has been analyzed by regression analysis method. By doing empirical validation through developing the theory model, the result concluded that product compatibility and brand compatibility have a noticeable impact on co-branding evaluation. At the same time, the attribute of product has also some adjusting impact. That is, when enterprises develop a joint brand strategy, the attribute of product should be concerned. The paper put forward recommendations and solutions about how to improve a joint brand strategy from enterprises choosing partners, consumer’s perception to co-branding.

Building a Competitive and Sustainable Horticulture Business Model for “tHuismerk”

The greenhouse horticulture sector in the Netherlands is experiencing serious competitive issues. A combination of factors such as excess production, insufficient local demand, declining exports and retail price pressure has made it impossible for growers to make any profits. In response to this situation, a group of 10 green house vegetable (tomatoes, cucumbers, eggplants and bell peppers) growers has agreed to join hands and work towards creating a new business model. To formalize this cooperation they have agreed to work on creating a joint brand and named it “tHuismerk” At this stage they need help in developing a differentiating and profitable business model for “tHuismerk”. To assist in this, the authors have developed a theoretical framework and have explained how the components of the theoretical framework can be used to develop an executable business model. The application of this framework is presented in the context of a real case study. Participating students are tasked with developing the business model using this background information and the theoretical framework presented in this paper. Four concrete questions have been provided to provide guidance.

Arts Organizations and Branding: Creating a New Joint Brand for Three Arts Organizations

This article investigates brand architecture by analyzing stakeholder perceptions of brand images when a new joint brand is created for the existing brands of three arts organizations. The theoretical framework is based on previous literature on brand architecture and brand image. The empirical study is based on a quantitative, 418-respondent survey among stakeholders of these three arts organizations. The study makes two major theoretical contributions. First, the results show that the new joint brand can be endorsed by the existing sub-brands, contrary to brand-architecture literature. Second, even in the case of a new brand, stakeholders perceive the functional attributes as important.

Constructing regional advantage in branding the cross-border Euroregion Galicia–northern Portugal

This paper employs a constructing regional advantage (CRA) approach in respect of examining the potential of joint branding strategies intended to position and give visibility to cross-border regions. The CRA concept is introduced here to improve understanding about the empirical significance of a branding strategy through cross-border relatedness, differentiated knowledge bases and policy platforms. It also aims to contribute to the academic debate on region branding. The case study focuses on the Euroregion composed of Galicia in north-west Spain and northern Portugal (GNP). Findings show that the combination of the key economic domains in which GNP excels will echo the cross-border advantage and strengthen a joint region branding strategy.

An Effect Relation and Satisfaction Factor of Agricultural and Marine Product Joint Brand's Satisfaction on Purchase and Continual Repurchase

An Effect Relation and Satisfaction Factor of Agricultural and Marine Product Joint Brand's Satisfaction on Purchase and Continual Repurchase

Cause Marketing in the Fashion Industry

The purpose of this study was to examine types and cases of cause marketing in the fashion industry. The major findings of the study were as follows: First, this type of marketing involves a company making a donation to a philanthropic or non-profit organization in relation to the area of their common interest. There is a growing trend of consumers purchasing cause-related products and services, and this is why corporations are making use of donation as a medium to link their own organizations or products and customers. Second, many companies are forming partnerships with other institutions to perform joint branding activities in association with particular social issues. They may make an alliance with NGOs or public utilities that have nothing to do with their own business, or they may establish their own charitable institution with which they can pursue branding activities. Alternatively, they may enter into an alliance with other companies to inform people in general of their efforts for social participation and to boost the ripple effects of their campaigns or messages. Third, the aim of a public service ad is to raise awareness among the public of a specific social issue, in order to pursue improvements in public health, safety, the environment or social welfare, and to this end, companies have conducted campaigns that could accelerate behavioral changes. Fourth, this marketing method is far more efficient than general marketing methods in terms of cost, while also having the benefit of producing lasting after-effects. It is considered that cause marketing is one of the integral factors that enables a company to maintain its reputation for an extended period of time. Fifth, corporate cause marketing is definitely one of the feasible alternatives to put futuristic social marketing into practice, as the concept of social marketing, which seeks both consumer satisfaction and social welfare, is increasingly being stressed.