Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "12509"
  #_source: array:26 [
    "id" => "12509"
    "slug" => "beyond-brand-attitude-individual-drivers-of-purchase-for-co-branded-products"
    "yearMonth" => "2014-01"
    "year" => "2014"
    "title" => "Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products"
    "description" => "MARC MAZODIER, M.M. et MERUNKA, D. (2014). Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products. <i>Journal of Business Research</i>, 67(7), pp. 1552-1558."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "MARC MAZODIER Marc MAZODIER"
        "bid" => "B00791034"
        "slug" => "mazodier-marc"
      ]
      1 => array:1 [
        "name" => "MERUNKA Dwight"
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2021-09-06 16:57:32"
    "publicationUrl" => "https://doi.org/10.1016/j.jbusres.2014.01.015"
    "publicationInfo" => array:3 [
      "pages" => "1552-1558"
      "volume" => "67"
      "number" => "7"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand."
      "en" => "Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-26T11:21:42.000Z"
    "docTitle" => "Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/mazodier-marc">MARC MAZODIER Marc MAZODIER</a>, MERUNKA Dwight"
    "docDescription" => "<span class="document-property-authors">MARC MAZODIER Marc MAZODIER, MERUNKA Dwight</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2014</span>"
    "keywordList" => ""
    "docPreview" => "<b>Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products</b><br><span>2014-01 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1016/j.jbusres.2014.01.015" target="_blank">Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.6265135
  +"parent": null
}