Creating the bandwagon effect using a co-branding masstige strategy
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2022-07-05
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en
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This research investigates how the bandwagon effect is created by using a co-branding masstige strategy. Co-branding is a well-known marketing practice that has never been more popular in the sneaker industry. The existing literature shows evidence of the success of masstige marketing and the positive associations in the consumers’ minds triggered by collaborations. Yet there is still a gap in the literature on how the implementation of co-branding could lead to a bandwagon effect when reaching out to the premium-seeking middle-class consumer. In addition, none of these studies looked at possible negative effects if this strategy is not executed well. This thesis aims to cover the most important strategic consideration for a marketing manager or entrepreneur to create the bandwagon effect as a co-branding masstige strategy. The study is done through qualitative research through semi-structured interviews and non-participant observation. Supplementary to the interviews and observation, ethnographic research is used to cover unexplored fields within the data. The findings provide a bandwagon effect framework split up into three themes. (1) The horses, provides an overview of the best practices in co-branding strategies. (2). The wagon, shows evidence of how to create legitimacy and acceptance by the community. (3) The people, is all about the actions the consumers take during and after the product release. The framework is created to help marketing managers and entrepreneurs understand and implement this strategic consideration. To develop the bandwagon effect model even further, I would suggest future research exploring the transferability of the framework to other contexts with similar features or different marginal groups.
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Faculteit der Managementwetenschappen