rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: An
    title: empirical examination of stock market reactions to introduction of co-branded products
  name:
    name part: Cao, Zixia.
    role:
      role term: creator
  name:
    name part: Sorescu, Alina
    role:
      role term: thesis advisor.
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: txu
    date issued: 2012
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  abstract: This dissertation examines how the stock market reacts to announcements of introduction of co-branded new products. Despite the apparent enthusiasm of practitioners towards co-branding--the practice of using two established brand names on the same product--, there is a dearth of research on if and how co-branding can be effectively leveraged to significantly increase the value added of new products. Whether greater financial rewards accrue to the manufacturer of the co-branded product (i.e. the primary brand parent) or to the partner firm that lends its brand to the co-branded product (i.e. the secondary brand parent), and how these rewards may differ depending on the characteristics of the co-branded product itself are yet unanswered questions. Using data from the consumer packaged goods industry, I empirically examine the extent to which co-branding increases the market value of the parent firms and analyze the determinants of the magnitude of increase in market value for both firms involved in the co-branding alliance. I present empirical evidence in support of a positive stock market reaction to the introduction of co-branded new products and find that this reaction is greater, on average, than the market reaction to the introduction of single-branded new products. I also show that the consistency between the brand images of the two products, the innovativeness of the product, and the exclusivity of the co-branding relationship significantly impact the market's reaction to the announcement of new co-branded products. Moreover, these effects manifest both in the short term (i.e., at the time of the announcement) and over a longer time window (i.e., during the year following the announcement). Furthermore, I find that not all types of co-branding partnerships are equal. Composite co-branding (where both brands bring a substantive contribution to the formulation of the new product) results in higher financial rewards to the partners compared to ingredient and endor…
  note: by Zixia Cao.
  note: "Major Subject: Marketing"
  note: Electronic resource.
  note: Doctor of Philosophy Texas A&M University 2012 http://hdl.handle.net/1969.1/ETD-TAMU-2012-08-11785
  note: Includes bibliographical references.
  note: Text (Dissertation)
  subject:
    topic: Major Marketing
  subject:
    topic: new products
  subject:
    topic: marketing alliances
  subject:
    topic: Co-branding
  subject:
    topic: stock market reaction
  identifier: http://hdl.handle.net/1969.1/ETD-TAMU-2012-08-11785
  record info:
    record content source: TXA
    record creation date: 121116
    record change date: 20150922143659.0
    record identifier: in00002779078