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Vol. 1 No. 2 (2023)
Articles

The Impact of Fashion x Culinary Co-Branding on Customer Evaluation

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  • Khansa Maharani,
  • Fitri Aprilianty
Khansa Maharani
Bandung Institute of Technology
Fitri Aprilianty
Sekolah Bisnis dan Manajemen, Institut Teknologi Bandung
DOI: https://doi.org/10.58229/jims.v1i2.106

Published 2023-08-05

Keywords

  • co-branding,
  • culinary,
  • customer evaluation,
  • fashion

How to Cite

Maharani, K., & Aprilianty, F. (2023). The Impact of Fashion x Culinary Co-Branding on Customer Evaluation. Journal Integration of Management Studies, 1(2), 158–166. https://doi.org/10.58229/jims.v1i2.106

Abstract

Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly concerning variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap in implementing co-branding exists in the specific context of fashion x culinary. Consequently, this study aims to investigate the impact of these variables on customer evaluation of fashion x culinary co-branding products. To achieve this, a quantitative research methodology is employed, involving collecting data from 498 cases, which is subsequently analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings reveal a significant influence of fashion x culinary co-branding on customer evaluation. Notably, the indirect effect of perceived co-brand personality on customer evaluation, mediated by brand awareness, emerges as the most influential factor. These findings contribute to the existing body of research on co-branding and brand alliances by offering new insights and recommendations that have the potential to enhance industry practices.

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