Understanding the Role of Attitude Components in Co-branding: A Comparison of Spanish and Taiwanese Consumers

The purpose of this research is to address co-branding strategies of high-tech luxury products based on the distinction between Taiwan and Spain consumers’ attitude. It examines how consumers from two different nations react on co-branding strategies and how the impact of product fit and brand fit influence consumers’ recommendation to buy high-tech co-branded luxury products (HCLPs). As part of this study, ABC (Affect, Behavior, and Cognition) model of attitude is adapted and integrated into a co-branding strategy. Therefore, with different cultural backgrounds, consumers’ cognitive and affective responses are expected to play significant and different roles in the consumer behavior to buy and to recommend HCLPs The findings show that both nations adopt different recommendation processes: the Spanish consumers place more importance on product-related thoughts while Taiwanese consumers emphasize the significance of brand-related thoughts. Also, high-technology is much perceived by Taiwanese consumers while Spanish consumers regard the features of luxury brands. This study provides some valuable insights for high-tech luxury brands relating to their marketing strategies in international markets.