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dc.contributor.authorVerhoef, P. C.
dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorTuk, M. A.
dc.date.accessioned2014-06-18T13:29:41Z
dc.date.available2014-06-18T13:29:41Z
dc.date.issued2012-07
dc.identifier.issn1540-5885
dc.identifier.urihttp://hdl.handle.net/10679/372
dc.identifier.urihttp://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2012.00925.x/abstract
dc.description.abstractComponent sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric studies, this paper investigates the impact of component sharing on customer evaluation of luxury, volume and economy brands offered in a car manufacturer’s vertical product line. An experimental study shows that the evaluation of luxury brands sharing with a volume brand suffers more than when a volume brand shares components with an economy brand. The evaluation of an economy brand benefits more from sharing with a volume brand than a volume brand suffers from sharing with an economy brand. The magnitude of these effects depends on several factors, such as component type, the source of the component sharing and the salience of component sharing to the consumers. The explorative examination of market share effects confirms that luxury brands may suffer, while economy brands may benefit from component sharing. The first to look at the consumer impact of component sharing, this paper sets up a rich agenda for future research.en_US
dc.description.sponsorshipZyman Institute for Brand Science (ZIBS) Emory University ; Customer Insights Center of the University of Groningen
dc.language.isoengen_US
dc.publisherWileyen_US
dc.relation.ispartofJournal of Product Innovation Management
dc.rightsopenAccess
dc.titleAssessing consequences of component sharing across brands in the vertical product line in the automotive marketen_US
dc.typeArticleen_US
dc.description.versionpre-print
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID141722
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume29
dc.identifier.issue4
dc.identifier.startpage559
dc.identifier.endpage572
dc.identifier.wosWOS:000304903200005
dc.identifier.doi10.1111/j.1540-5885.2012.00925.x
dc.subject.keywordsComponent sharingen_US
dc.subject.keywordsBrandingen_US
dc.subject.keywordsInterface marketing and productionen_US
dc.subject.keywordsBrand portfolioen_US
dc.subject.keywordsIngredient brandingen_US
dc.subject.keywordsBrand equityen_US
dc.identifier.scopusSCOPUS:2-s2.0-84862134677


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