Branding Access Offers: The Importance of Product Brands, Ownership Status, and Spillover Effects to Parent Brands

44 Pages Posted: 24 Apr 2015

See all articles by Christoph Baumeister

Christoph Baumeister

Independent

Anne Scherer

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Florian V. Wangenheim

ETH Zurich; ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Date Written: April 23, 2015

Abstract

Introducing access as an alternative consumption mode next to ownership constitutes a major business model innovation. Managers need to better understand how to brand these new access offers and how this innovation affects current customers of the parent brand. In a series of experiments, we show that the product brand affects consumers’ access attitude less strongly than the offer’s service convenience in the carsharing context. However, in the fashion context, we find that brand prestige becomes essential for consumers’ access attitude.

Regardless of the context, we repeatedly find that owners of a prestige brand evaluate new access offers more favorably than non-owners. In the carsharing context, this effect reverses for value brand owners. Furthermore, we do not find evidence that the access offer affects the parent brand negatively. Instead, we find that the parent brand is considered more innovative when a new access offer is introduced.

Keywords: Access, Brand Management, Ownership Effect, Spillover Effect, Consumption Mode

JEL Classification: M30

Suggested Citation

Baumeister, Christoph and Scherer, Anne and Wangenheim, Florian V., Branding Access Offers: The Importance of Product Brands, Ownership Status, and Spillover Effects to Parent Brands (April 23, 2015). Available at SSRN: https://ssrn.com/abstract=2598122 or http://dx.doi.org/10.2139/ssrn.2598122

Christoph Baumeister

Independent ( email )

Anne Scherer

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

ETH-Zentrum
Zurich, CH-8092
United States

Florian V. Wangenheim (Contact Author)

ETH Zurich ( email )

Weinbergstrasse 56
Zurich, 8092
Switzerland
41-44-632 6924 (Fax)

HOME PAGE: http://www.techmarketing.ethz.ch/

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

Zurich
Switzerland

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