Avaliação de produtos em aliança co-branding

• Autor(a) principal: Cordeiro, Rafaela Almeida
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/57
• topic: co-branding; comportamento do consumidor; estrato socioeconômico; marca; marketing internacional; co-branding; consumer behavior; socioeconomic status; brand; international marketing; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS

The co-branding strategy consists of an alliance between two brands for the development of a product that is labeled and identified simultaneously by both, in order to reinforce competitiveness and to offer more value for customers through brand associations. This study aims to identify whether consumers evaluate co-branded products differently depending on the brand s knowledge level, and if the evaluation varies among consumers from both higher and lower socioeconomic strata. The product s evaluation process can be understood from the perspective of the anchoring theory, which is the adoption of a framework that guides individual s choice. Previous studies investigated how consumers accumulate knowledge about brands and apply this information to evaluate the co-branded products. Results indicated that in a co-branding alliance a constituent stimulus (brand) should serve as an anchor and can affect the evaluation of the product as a whole. In this study, differently from previous work, the evaluated product (a laptop) is the result of a co-branding strategy with an ingredient brand (Intel) one that acts as a modifier of the host brand and adds value to it. To investigate these questions, three experiments were carried out with 865 undergraduate students from different higher education institutions located in São Paulo. The experimental projects were of within and between-subject designs, and the data collected were analyzed using t-tests for comparison of means and general linear models (GLM). The dependent variable was the product evaluation and the independent variables were brand (low and high brand awareness), co-branding (presence and absence) and socioeconomic strata (lower and higher). The laptops of both well-known brands and less-known brands were better evaluated when the co-branding alliance was present. No evidence was found to support the assumption that the difference in evaluation between products with and without co-branding is higher among respondents from lower socioeconomic stratum, compared to respondents of higher socioeconomic stratum. This study contributes to cover a gap in the literature on anchoring because it addresses non-numerical scenarios and compares the behaviors of consumers from different social classes. It was found that the theory of anchoring seems to be insufficient to explain the difference in the evaluation of a product when the co-branding strategy is adopted. Finally, opportunities for further research on the co-branding topic are proposed.