演讲嘉宾: 何汉强博士

演讲题目：Understanding the role of attitude components in co-branding: A cross cultural perspective

时间：6月7日（周二）上午10：00—11：30

地点：商学院二楼学术研讨室

主持：宋丽红 副教授

语言：中文 为主

内容简介：

This cross-cultural study addresses co-branding strategies between firms belonging to unrelated value chains, high-technology and luxury. Stimuli are “High-tech luxury co-branded products (HLCPs)” created by constituent firms to explore how Western (Spanish) and Eastern (Taiwanese) consumers’ attitude toward HLCPs. We apply the ABC (Affect, Behavior and Cognition) model of attitudes, as opposed to attitude as a whole, which uses affect and cognition to predict consumers’ recommendation to buy HLCPs. Data collected from one survey shows that Spanish and Taiwanese consumers adopt different recommendation processes. While Spanish consumers place more importance on product-related thoughts, Taiwanese consumers emphasize the significance of brand-related thoughts. In addition, the utilitarian attribute (high-technology) of HLCPs is much perceived by Taiwanese consumers; Spanish consumers regard that the hedonic feature (luxury) of HLPCs is prominent to them. Implications for co-branding marketers and researchers are also discussed.

嘉宾简介：

Dr. Han-Chiang Ho is an Assistant Professor at SolBridge International School of Business, Korea. He received his Ph.D. from Carlos III University of Madrid, Spain. His major is business administration and quantitative method. His main research filed is marketing, focusing on co-branding strategies between luxury goods and high-tech products, brand equity, higher education promotion, cosmetics promotion as well as corporate social responsibility.

欢迎全校师生参加！

商学院

2016-5-31