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...

Full description

Saved in:
Bibliographic Details
Main Author: Maharani, Khansa
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/78091
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:78091
spelling id-itb.:780912023-09-18T08:50:20ZTHE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION Maharani, Khansa Indonesia Final Project brand attachment; brand awareness; brand fit; brand personality; co-branding; culinary; customer evaluation; fashion; product fit INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/78091 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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.
format Final Project
author Maharani, Khansa
spellingShingle Maharani, Khansa
THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
author_facet Maharani, Khansa
author_sort Maharani, Khansa
title THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
title_short THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
title_full THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
title_fullStr THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
title_full_unstemmed THE IMPACT OF FASHION X CULINARY CO-BRANDING ON CUSTOMER EVALUATION
title_sort impact of fashion x culinary co-branding on customer evaluation
url https://digilib.itb.ac.id/gdl/view/78091
_version_ 1822008472255856640