Abstract

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.

摘要

许多品牌合作平台——例如赞助、名人代言、影响力营销、植入式广告、联合品牌和人类品牌——在品牌之间建立牢固的关系，并为两个或更多品牌的品牌资产做出贡献。品牌资产从一开始就关注品牌的价值、这种价值是如何建立和衡量的，以及市场对此的反应如何。基于之前的工作和对当前营销实践的回应，作者建议共享品牌资产的概念，即协作努力导致品牌之间的连接，需要更好地解释和指导广告和营销传播研究和实践。借鉴认知心理学的发展，我们解释了共享品牌资产是如何发展起来的，又是如何持续存在的，它在语义/联想邻域中扮演的角色，以及它如何解释研究结果。我们提供了一组研究命题，以及理论方法有用性的具体例子。