Ortak marka ortaklarının sayısının ve uyumunun, bir odak markanın temel çağrışımlarının gücü ve benzersizliği üzerindeki etkisi

Öz

Bu araştırma, bir ortak markalama uygulamasındaki ortakların sayısının ve uyumunun, odak markanın temel çağrışımlarının değerlendirmelerini nasıl etkilediğini araştırır. Bugüne kadar yapılan ortak marka araştırmalarının çoğu, tekli ortaklıkları (yani, başka bir markayla işbirliği yapan bir odak markayı) araştırmıştır. Sınırlı sayıda çalışma, çoklu ortaklık stratejilerine (yani, başka birçok markayla işbirliği yapan bir odak markaya) odaklanmıştır. Bu çalışma ise, Keller'in (1993) tüketici temelli marka değeri çerçevesine dayanarak, bir odak markanın temel çağrışımlarının gücünün ve benzersizliğinin, ortak marka ortaklarının değişen sayısı ve uyum seviyesinden nasıl etkilendiğini inceler. Sonuçlar, uyumlu ortak marka ortaklarının sayısı arttığında, odak markanın temel çağrışımlarının gücünün ve benzersizliğinin kuvvetlendiğini gösterir. Ortak markalama yapılan ve odak marka ile uyumlu olan her ek uyumlu ortak, odak marka anlamını güçlendirmeye yardımcı olur. Bununla birlikte, uyumsuz ortak markalama ortaklarının sayısı arttığında, odak markanın temel çağrışımının gücü ve benzersizliği, tek bir uyumsuz markayla ortak olduğu duruma kıyasla azalmaz. Bu bulgular, ortak markalama ortaklarının sayısının artırılmasının, yalnızca biraraya gelen markalar uyumlu olduğunda odak markanın temel çağrışımlarının gücünü ve benzersizliğini etkilediğini göstermektedir.

Anahtar Kelimeler

• Ortak markalama
• marka işbirlikleri
• marka değeri
• marka bilgisi
• Co-branding
• brand alliances
• brand equity
• brand knowledge

Impact of the number and congruence of co-branding partners on evaluations of the strength and uniqueness of a focal brand’s core associations

Öz

This research adopts a portfolio perspective to co-branding practices, and explores how the number and congruence of co-branding partners influence the evaluations of a focal brand’s core associations in an alliance. While most co-branding research to date has investigated single-partnerships (i.e., a focal brand collaborating with another brand), limited work has focused on multiple partnership strategies (i.e., a focal brand collaborating with multiple other brands). Based on Keller’s (1993) brand equity framework, we specifically explore how the strength and uniqueness of a focal brand’s core associations are influenced by the changing number and congruence level of its co-branding partners. Our results show that when the number of congruent co-branding partners increases, the strength and uniqueness of the focal brand’s core associations enhance. Each additional congruent partner helps strengthen the focal brand meaning. However, when the number of incongruent co-branding partners increases, the strength and uniqueness of the focal brand’s core association do not decrease further compared to when it partners with a single brand. These findings suggest that increasing the number of co-branding partners influence the strength and uniqueness of a focal brand’s core associations only when the constituent brands are congruent.

Anahtar Kelimeler

• Co-branding
• brand alliances
• brand equity
• brand knowledge

Kaynakça

1. References Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
3. Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
4. Allison, R. I., & Uhl, K. P. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1(3), 36-39.
5. American Airlines (2023). AAdvantage Program. Available at: https://www.aa.com/i18n/aadvantage-program/aadvantage-program.jsp
6. Anderson, J. R. (1976). Language, memory, and thought. Hillsdale, NJ: Lawrence Erlbaum Associates.
7. Anderson, J. R. (1983). The architecture of cognition. Cambridge, MA: Harvard University Press.
8. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.

9. Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134.
10. Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21(2), 112–132.
11. Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.
12. Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
13. Broniarczyk, S.M., & Alba, J.W. (1994) The importance of the brand in brand extension. Journal of Marketing Research, 31(2):214–228.
14. Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological Review, 82(6), 407.
15. Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
16. Dickinson, S., & Heath, T. (2006). A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings. Journal of Brand Management, 13(6), 393-406.
17. Eyal, P., David, R., Andrew, G., Zak, E., & Ekaterina, D. (2021). Data quality of platforms and panels for online behavioral research. Behavior Research Methods, 1-20.
18. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.
19. Gammoh, B. S., Voss, K. E., & Fang, X. (2010). Multiple brand alliances: A portfolio diversification perspective. Journal of Product & Brand Management, 23(6), 465‐86.
20. Hoegg, J., & Alba, J. W. (2007). Taste perception: More than meets the tongue. Journal of Consumer Research, 33(4), 490-498.
21. Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122-132.
22. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
23. Keller, K. L. (2003). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
24. Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389-405.
25. Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117–24.
26. Lynch Jr, J. G., & Srull, T. K. (1982). Memory and attentional factors in consumer choice: Concepts and research methods. Journal of Consumer Research, 9(1), 18-37.
27. Mishra, S., Singh, S. N., Fang, X., & Yin, B. (2017). Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand. Journal of Product & Brand Management, 26(2), 159-176.
28. Newmeyer, C., Venkatesh, R., Ruth, J., & Chatterjee, R. (2018). A typology of brand alliances and consumer awareness of brand alliance integration. Marketing Letters, 29(3), 275–289.
29. Newmeyer, C. E., Venkatesh, R., & Chatterjee, R. (2014). Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Academy of Marketing Science, 42(2), 103-118.
30. Paydas Turan, C. (2021). Success drivers of co‐branding: A meta‐analysis. International Journal of Consumer Studies, 45(4), 911-936.
31. Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
32. Preuss, S. (2019). H&M’s Latest Collaborations with Brands and Designers. Available at: https://fashionunited.uk/news/fashion/h-m-s-latest-collaborations-with-brands-and-designers/2019073144497
33. Rahinel, R., & Redden, J. P. (2013). Brands as product coordinators: matching brands make joint consumption experiences more enjoyable. Journal of Consumer Research, 39(6), 1290-1299.
34. Raufeisen, X., Wulf, L., Köcher, S., Faupel, U., & Holzmüller, H. H. (2019). Spillover effects in marketing: integrating core research domains. AMS Review, 9(3), 249-267.
35. Ruekert, R. W., & Rao, A. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
36. Shine, B. C., Park, J., & Wyer, R. S. (2007). Brand synergy effects in multiple brand extensions. Journal of Marketing Research, 44(4), 663-670.
37. Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
38. Solomon, M. R. (1988). Mapping product constellations: A social categorization approach to symbolic consumption. Psychology & Marketing, 5(3), 233–58.
39. Till, B. D., Baack, D., & Waterman, B. (2011). Strategic brand association maps: developing brand insight. Journal of Product & Brand Management, 20(2), 92-100.
40. Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer‐based brand‐equity effects. Psychology & Marketing, 21(7), 487-508.
41. Weber, R., & Crocker, J. (1983). Cognitive processes in the revision of stereotypic beliefs. Journal of Personality and Social Psychology, 45(5), 961.
42. Voss, K.E., & Gammoh, B.S. (2004). Building brands through brand alliances: does a second ally help?. Marketing Letters, 15(2-3), 147-159.