| Status | 已發表Published |
| Leveraging affective loyalty and perceived benefits to enhance co-branded products purchase | |
Liu, T. C.  ; Shu, H
| |
| 2013-05-01 | |
| Source Publication | Conference Proceedings- 42nd EMAC Conference Istanbul
 |
| Pages | 478-479 |
| Publication Place | Istanbul |
| Publisher | European Marketing Academy |
| Abstract | This study aims to investigate the relationship among affective loyalty, perceived benefits, Attitude towards and intention to use of co-branded product. This study collected over 400 valid responses among active bank/department store co-branded credit card holders by conducting questionnaire survey in major Chinese cities. Regression was performed to verify the hypotheses. The findings revealed that affective loyalty to the bank, affective loyalty to the department store, and perceived card benefits all positively influence consumers’ attitude toward bank/department store co-branded credit cards. Positive relationship between attitude and intention was also verified. The study investigates the impact of the symbiotic collaboration on customer loyalty. The study also enhances the current literatures on co-branded credit cards while the findings show attitude formations were affected by both cognitive beliefs and affections in the financial sector. The findings are likely to be important to banks and department stores on their co-branded credit card program(s) because executives and managers will have a better understanding on attitude, behavioral intention and antecedents on department store co-branded credit cardholders. Furthermore, this paper offers valuable suggestions to current co-branding partnerships of commercial banks and department stores and for those who seek to enter co-branding programs. |
| Keyword | Loyalty Perceived benefits Attitude Intention Co-branding |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 9478 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Liu, T. C.,Shu, H. Leveraging affective loyalty and perceived benefits to enhance co-branded products purchase[C], Istanbul:European Marketing Academy, 2013, 478-479. |
| APA | Liu, T. C.., & Shu, H (2013). Leveraging affective loyalty and perceived benefits to enhance co-branded products purchase. Conference Proceedings- 42nd EMAC Conference Istanbul, 478-479. |
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