Download pdf
How Does the Co-branding of Fashion and Artists in a Masstige Way Influence Consumer Attitudes Toward the Fashion Brand?
- 1 University College Dublin
* Author to whom correspondence should be addressed.
Abstract
Co-branding in a masstige way has emerged as a popular brand strategy, believed to benefit both allied brands. While some fashion brands have already adopted this strategy, there needs to be more research on co-branding with artists in a masstige way. This study employs a quantitative research design using questionnaires to examine the viability of Joint Brand Evaluation, Brand Match Evaluation, Consumer Involvement level, and Single Brand Attitude. The analysis is grounded in psychological theories and the masstige theory. The findings indicate that brand culture and value positively affect fashion brands after collaborating with artists in a masstige way. However, this study does not find support for the effect of consumer involvement, and the status consumption effect is insignificant in this model. These results have important implications for brand managers seeking to select artists as partners for masstige co-branding and researchers interested in exploring this area.
Keywords
consumer attitudes, fashion brand, co-branding
[1]. Marra-Alvarez, M., & Way, E.: Food and Fashion. Bloomsbury Publishing, (2023).
[2]. Newmeyer, C.E., Venkatesh, R., Ruth, J.A.andChatterjee, R.(2018). A typology of brand alliances and consumer awareness of brand alliance integration, Marketing Letters,29(3), 275–289.
[3]. Newmeyer, C. E., Venkatesh, R., Chatterjee, R.: Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Academy of Marketing Science 42, 103-118 (2014).
[4]. Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339–348.
[5]. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., Iacobucci, D.: Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17 (2010).
[6]. Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50 (4), 477–488.
[7]. Moorlock, E., Dekel-Dachs, O., Stokes, P., Larsen, G.: Constructing Consumer-Masstige brand relationships in a volatile social reality. Journal of Business Research 155, 113381 (2023).
[8]. Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: Where we are and where we could go from here. European Journal of Marketing, 56(2), 584–621.
[9]. Desai, K. K., Keller, K. L.: The Effects of Ingredient Branding Strategies on Host Brand Extendibility. Journal of Marketing 66(1), 73–93 (2002).
[10]. Suzuki, S., & Kanno, S. (2022). The role of brand coolness in the masstige co-branding of luxury and mass brands. Journal of Business Research, 149, 240–249.
[11]. Kumar, A., Paul, J., Unnithan, A. B.: ‘Masstige’ marketing: A review, synthesis and research agenda. Journal of Business Research 113, (2019).
[12]. Kapferer, J. N., & Valette-Florence, P. (2021). Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations. Journal of Business Research, 132, 301–313.
[13]. Quach, S. and Thaichon, P.: From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment. Journal of Business Research, 81, pp.163–172 (2017).
[14]. Washburn, J. H., Till, B. D.,& Priluck, R. Brand Alliance: Brand Equity and Trial Effects[J]. Journal of Consumer Marketing, 2000(7):591–604.
[15]. 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.
[16]. Van Osselaer, S. M. J., & Janiszewski, C. (2001). Two ways of learning brand associations. Journal of Consumer Research, 28(2), 202−223.
Cite this article
Hao,J. (2023). How Does the Co-branding of Fashion and Artists in a Masstige Way Influence Consumer Attitudes Toward the Fashion Brand?. Advances in Economics, Management and Political Sciences,23,268-275.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).