THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly in relation to variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap pertaining to the implementation of co-branding ex...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78091 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly in relation to variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap pertaining to the implementation of co-branding exists in the specific context of fashion x culinary. Consequently, the objective of this study is to investigate the impact of these aforementioned variables on customer evaluation of fashion x culinary co-branding products. To achieve this, a quantitative research methodology is employed, involving the collection of data from 498 cases, which is subsequently analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings reveal a significant influence of fashion x culinary co- branding on customer evaluation. Notably, the indirect effect of perceived co-brand personality on customer evaluation, mediated by brand awareness, emerges as the most influential factor. These findings contribute to the existing body of research on co-branding and brand alliances by offering new insights and recommendations that have the potential to enhance industry practices. |
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