Abstract
This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-branding partnership with a regional Australian financial institution. Results of the study identified strong and unique attribute and attitude associations in consumers' knowledge networks linked to the Jerry Seinfeld brand. These findings have implications for the co-branding partner in terms of the development of strategic positioning focusing on the partners positive salient human brand associations. Interestingly, benefit associations were not identified in this study, suggesting that other methods may be more appropriate in eliciting consumer brand associations for human brands.
| Original language | English |
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| Title of host publication | ANZMAC 2010 |
| Subtitle of host publication | proceedings : doing more with less |
| Editors | Paul Ballantine, Jörg Finsterwalder |
| Place of Publication | Christchurch, New Zealand |
| Publisher | University of Canterbury |
| Number of pages | 8 |
| ISBN (Print) | 9780473178208 |
| Publication status | Published - 2010 |
| Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2010) |
|---|---|
| City | Christchurch, New Zealand |
| Period | 29/11/10 → 1/12/10 |
Keywords
- brand associations
- human brands
- positioning
- co-branding
- brand equity