Assessing consequences of component sharing across brands in the vertical product line in the automotive market

Name: Assessing consequences of component sharing across brands in the vertical product line in the automotive market
Author: Verhoef, P. C., Pauwels, Koen Hendrik, Tuk, M. A.

İsim	Assessing consequences of component sharing across brands in the vertical product line in the automotive market
Yazar	Verhoef, P. C., Pauwels, Koen Hendrik, Tuk, M. A.
Basım Tarihi:	2012-07
Basım Yeri	- Wiley
Konu	Component sharing, Branding, Interface marketing and production, Brand portfolio, Ingredient branding, Brand equity
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1540-5885
Kayıt Numarası	0f354419-515b-49c6-8da7-7007cd9ea66b
Lokasyon	Business Administration
Tarih	2012-07
Notlar	Zyman Institute for Brand Science (ZIBS) Emory University ; Customer Insights Center of the University of Groningen
Örnek Metin	Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric studies, this paper investigates the impact of component sharing on customer evaluation of luxury, volume and economy brands offered in a car manufacturer’s vertical product line. An experimental study shows that the evaluation of luxury brands sharing with a volume brand suffers more than when a volume brand shares components with an economy brand. The evaluation of an economy brand benefits more from sharing with a volume brand than a volume brand suffers from sharing with an economy brand. The magnitude of these effects depends on several factors, such as component type, the source of the component sharing and the salience of component sharing to the consumers. The explorative examination of market share effects confirms that luxury brands may suffer, while economy brands may benefit from component sharing. The first to look at the consumer impact of component sharing, this paper sets up a rich agenda for future research.
DOI	10.1111/j.1540-5885.2012.00925.x
Cilt	29

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Assessing consequences of component sharing across brands in the vertical product line in the automotive market

Yazar Verhoef, P. C., Pauwels, Koen Hendrik, Tuk, M. A.

Basım Tarihi 2012-07

Basım Yeri - Wiley

Konu Component sharing, Branding, Interface marketing and production, Brand portfolio, Ingredient branding, Brand equity

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1540-5885

Kayıt Numarası 0f354419-515b-49c6-8da7-7007cd9ea66b

Lokasyon Business Administration

Tarih 2012-07

Notlar Zyman Institute for Brand Science (ZIBS) Emory University ; Customer Insights Center of the University of Groningen

Örnek Metin Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric studies, this paper investigates the impact of component sharing on customer evaluation of luxury, volume and economy brands offered in a car manufacturer’s vertical product line. An experimental study shows that the evaluation of luxury brands sharing with a volume brand suffers more than when a volume brand shares components with an economy brand. The evaluation of an economy brand benefits more from sharing with a volume brand than a volume brand suffers from sharing with an economy brand. The magnitude of these effects depends on several factors, such as component type, the source of the component sharing and the salience of component sharing to the consumers. The explorative examination of market share effects confirms that luxury brands may suffer, while economy brands may benefit from component sharing. The first to look at the consumer impact of component sharing, this paper sets up a rich agenda for future research.

DOI 10.1111/j.1540-5885.2012.00925.x

Cilt 29