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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship Journal of Consumer Study and Applied Marketing Mandalika Journal of Business and Management Studies Journal Integration of Management Studies Journal of Innovation in Teaching and Instructional Media
Fitri Aprilianty
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Journal Integration of Management Studies

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The Impact of Fashion x Culinary Co-Branding on Customer Evaluation Maharani, Khansa; Aprilianty, Fitri
Journal Integration of Management Studies Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i2.106

Abstract

Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly concerning variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap in implementing co-branding exists in the specific context of fashion x culinary. Consequently, this study aims to investigate the impact of these variables on customer evaluation of fashion x culinary co-branding products. To achieve this, a quantitative research methodology is employed, involving collecting 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.
Co-Authors Bailey, Bernard Diandra, Patricia Fadhillah, Rezzy Azizah Fathiha, Zhalysha Yoanda Khodiyat, Andre Kwan, Vincent Maharani, Khansa Markandya, Almira Nathania, Gabriella Callista Firsty Nooryawan, Muhammad Naafi Nur Yanto, Ananda Pranoto, Bagus Unggul Qaistira, Navissa Ulfath Qori, Chubbiansyah Rasuani, Mirna Rasun, Gerald Kristianto Rasyidah, Avi Rayhana Resty Nabila, Regina Riady, Reyhan Salwa Qotrunnada Soempeno, Rio Dzaki Susmita, Isna Thalia, Rachel Widyaviriya, Avian Marques