Effective Strategies for Developing Meaningful Names and Associations for Co-Branded Products in New and Emerging Markets

13 Pages Posted: 30 May 2018

See all articles by Kun Chen

Kun Chen

Nanjing University

Stephen Newell

Western Michigan University

Lei Zhang

University of Electronic Science and Technology of China (UESTC)

Gang Kou

University of Electronic Science and Technology of China (UESTC) - School of Economics and Management

li chen hua

Nanjing Audit University

Date Written: May 2017

Abstract

Studies have indicated that ingredient co-branding is beneficial to partner institutions by transferring equity from one brand to the other. However, little research has been undertaken to understand the role of meaning and order of brand names in new and emerging markets. In response, this study investigates whether new co-branded products with meaningful names and the order in which they are presented affect perceptions of brand equity. The results of a study of 528 Chinese consumers reveal that the meaningfulness of brand names, as well as brand order, significantly affect the brand equity of the ingredient branding alliance. These results provide important insights into developing more effective co-branding naming strategies for firms contemplating entry into new markets in emerging economies. Discussion, managerial implications, and avenues for future research are also discussed.

Keywords: Ingredient co-branding, Brand names, Order effects, Brand equity, Emerging markets

Suggested Citation

Chen, Kun and Newell, Stephen and Zhang, Lei and Kou, Gang and hua, li chen, Effective Strategies for Developing Meaningful Names and Associations for Co-Branded Products in New and Emerging Markets (May 2017). Journal of Brand Management, Vol. 24, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3187279 or http://dx.doi.org/10.1057/s41262-017-0056-2

Kun Chen (Contact Author)

Nanjing University ( email )

Nanjing, Jiangsu 210093
China

Stephen Newell

Western Michigan University ( email )

Kalamazoo, MI 49008
United States

Lei Zhang

University of Electronic Science and Technology of China (UESTC) ( email )

No.4, Section 2, North Jianshe Road
Chengdu, Chengdu
China

Gang Kou

University of Electronic Science and Technology of China (UESTC) - School of Economics and Management ( email )

No. 4 Section 2
North Jianshe Road
Chengdu, Si Chuan 610054
China

Li chen Hua

Nanjing Audit University ( email )

86 Yushan W Rd
Pukou, Jiangsu 210017
China

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