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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/50064

Title: Co-branded services: perceived benefits and involvement of co-branded credit cards
Authors: Stephen W. Wang
Jillian Dawes Farquhar
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: Involvement
Co-branding
Financial services
Perceived benefits
Intention-to-use
Date: 2018-05
Issue Date: 2018-09-14T02:37:53Z
Publisher: 國際銀行行銷期刊 International Journal of Bank Marketing (SSCI)
Abstract: Abstract: Purpose
The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.

Design/methodology/approach
A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.

Findings
Results show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.

Research limitations/implications
Further research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.

Practical implications
Managers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.

Social implications
This study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.

Originality/value
This research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.
Relation: 36(5) pp.969-987
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/50064
Appears in Collections:[航運管理學系] 期刊論文

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