The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia

IF 1.2 Q4 BUSINESS
R. Basiya, Marlien Marlien, Kasmari Kasmari, Bambang Sutejo, Bambang Sudiyatno
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Abstract

During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.
联合品牌战略对回购意向的影响:印度尼西亚化妆品和草药合作产品的经验证据
在合作战略中,企业将两种或两种以上具有不同特点的产品结合起来。这种战略之所以值得研究,是因为它是一种打破常规的战略。一般来说,品牌合作通常发生在具有相似价值观、使命和消费目标市场的公司之间。本研究旨在以顾客品牌资产为中介,研究联合品牌和促销对顾客品牌资产和再购意向的影响。本文采用定量研究方法。在印度尼西亚中爪哇省三宝垄市向 115 名购买 Upmost Beauté 化妆品和 Tolak Angin 药材合作产品的消费者发放了在线调查问卷,以此收集数据。数据分析使用了 SPSS 24.0 软件的回归测试和 Sobel 测试。研究结果发现,实证证据表明,联合品牌和促销活动增加了以顾客为基础的品牌资产,而以顾客为基础的品牌资产增加了再购买意愿。这些结果还揭示了基于顾客的品牌资产在促进回购意愿增加方面的中介作用。联合品牌和促销策略通过基于顾客的品牌资产提高了回购意愿。企业应重视联合品牌战略、促销和基于顾客的品牌资产,以吸引更多消费者再次购买Upmost Beauté和Tolak Angin的合作产品。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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