La afinidad de producto y marca en el co-branding y su relación con la preferencia

• Autores: Manuel Adolfo Ramos Topham
• Directores de la Tesis: Rubén Huertas García (dir. tes.), Carolina Consolación Segura (dir. tes.)
• Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2015
• Idioma: español
• Tribunal Calificador de la Tesis: Carlos Alberto Hernández Bazo (presid.), Josep Coll Bertrán (secret.), Rosario del Pilar Villalta Riega (voc.)
• Materias:
  • Ciencias económicas
    • Organización y dirección de empresas
      • Marketing (comercialización)
  • Psicología
    • Psicología social
      • Marketing
• Enlaces
  • Tesis en acceso abierto en: TDX
• Resumen

  • The purpose of this thesis is to investigate the relationship that product fit and brand fit have with consumer preference in co-branding. Producto combinations were determined by whether they fit or not using the input from 60 subjects, through surveys. Then, brand combinations were designed based on the input from another set of 60 subjects who decided which brands from those product combinations fit and which did no fit. Four final combinations were formed. The combinations included products and brands that fit, products that fit with brands that did not fit, products that did not fit with brands that fit and products with brands that did not fit. A final questionnaire was distributed to 178 university students to find the preferences on the four combinations. Then, through a conjoint analysis it was possible to find the relationship between product and brand fit and consumer preference. The results revealed that both, product and brand fit, significantly influence consumer preference. It also indicates that the effect of product fit on preference is greater than the effect of brand fit. Finally, the results did not support the expectation that there would be an interaction effect between product and brand fit.