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Co-Branding in the New Zealand Wool Industry: Does an Extra Brand Add Value or Clutter?

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Abstract:

This paper examines the issue of ingredient co-branding in the New Zealand Wool Industry. A critical review of the co-branding literature is presented. Within this review an inconsistency is identified, in that most research in this area relies on a high involvement type consumer reasoning process, while most of the empirical research that has been undertaken has used low involvement FMCG type products. The intermediary role of cues has been ignored to this point within the literature. In order to test the predictive validity of the dominant model of co-branding in a specific, applied environment, the impact of two wool ingredient co-brands on an established branded woollen garment range is then investigated by experiment. The results indicate that the presence of a co-brand reduces consumer evaluations of the branded product. The implications of this finding are then discussed with respect to the existing academic literature and management practice.

Keywords: BRANDED INGREDIENT; CO-BRANDING; NEW ZEALAND; WOOL

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539203322383546

Publication date: June 1, 2003

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