Abstract
The brand’s crossover strategy has become a tendency of branding strategy when industries try to have a better development at this moment. It is great importance for us that how to indeed understand the crossover strategy, and how to apply the crossover strategy as a marketing approach as well as the significance of implementing crossover strategy in enterprise. First, in this article we elaborate the definition and forms of crossover strategy, and the most importance point is that distinguish similarities and differences between co-branding and crossover. Second, we narrate four factors that affect the evaluation of crossover products briefly, that is, customer-based brand equity, joint matching, consumer’s involvement and consumer innovativeness. Finally, this paper discusses the significance of crossover to enterprises.
This paper is support by The National Natural Science Foundation of China (Project Numbers: 70902047).
An erratum to this chapter is available at 10.1007/978-3-642-38442-4_151
An erratum to this chapter can be found at http://dx.doi.org/10.1007/978-3-642-38442-4_151
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker DA, Keller KL (1990) Consumer evaluations of brand extensions.J Mark 54(1):27–41
Aker DA (1991) Managing brand equity: capitalizing on the value of a brand name. Free Press, New York
Besharat Ali (2010) How co-branding versus brand extensions drive consumers’ evaluations of new products: a brand equity approach. Ind Mark Manage 39:1240–1249
Blackett T, Board B (1999) Co-branding: the science of alliance. Palgrave Macmillan, New York, pp 1–61
Burt RS (2009) The social capital of opinion leaders, annals of the American academy of political and social sciences, vol 11(566), pp 37–54
Ettenberg E (2002) The next economy: will you know where your customers are?. McGraw-Hill, New York
Hillyer C, Tikoo S (1995) Effect of co-branding on consumer product evaluations. Adv Consum Res 22(1):123–127
Park CW, Jun SY, Schocker A (1996) Composite branding alliances: an investigation of extension and feedback effects. J Mark Res 33(4):453–466
Rothschild ML (1984) Perspectives on involvement: current problems and future directions. Adv Consum Res 11:216–217
Simonin BL, Ruth JA (1998) Is a company known by the company it keeps assessing the spillover effects of brand alliances on consumer brand attitudes. J Mark Res 35(1/2):30–83
Walchli SB (2007) The effects of between-partner congruity on consumer evaluation of co-branded products. Psychol Mark 24(11):947–973
Washburn JH, Till BD, Priluck R (2004) Brand alliance and customer-based brand-equity effects. Psychol Mark 21(7):487–508
Wu F, Lu J(2010) The impact of alliance fitness on co-branding evaluation. J Bus Econ CA (7):64–71
Yang P (2009) Who flashes new profit growth now? Shanghai Econ CA 4:46
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Ji, Xf., Shen, Hn. (2013). The Research of “Crossover” Marketing Strategy. In: Qi, E., Shen, J., Dou, R. (eds) The 19th International Conference on Industrial Engineering and Engineering Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38442-4_143
Download citation
DOI: https://doi.org/10.1007/978-3-642-38442-4_143
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38441-7
Online ISBN: 978-3-642-38442-4
eBook Packages: Business and EconomicsBusiness and Management (R0)