An Experimental Study of Retailer-Brand Collaboration: Duration and Perceived Fit Towards Consumer Behavior

DOI

10.2991/aebmr.k.210522.001How to use a DOI?

Keywords

Retailer-brand collaboration, Limited-edition strategy, Perceived Retailer and Brand Fit, Urgent purchase behavior

Abstract

Indonesian retailers such as department stores tend to use sales promotions by discounting items, which has caused the consumer to be less likely to pay at fu ll price and learn to postpone their purchase. Therefore, this study investigates the effects of limited-edition strategy in a retailer-brand collaboration on consumer behaviors, i.e., the urgency to buy. Analysis of variance was conducted to test a 2 x 2 between-subjects design (n=277). The result shows that the urgency to buy is favorable among participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the effectiveness of brand alliances and limited -edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by exciting consumers to purchase right away without marking the product on sale.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anindhitya Andriani
AU  - Tengku Ezni Balqiah
PY  - 2021
DA  - 2021/05/25
TI  - An Experimental Study of Retailer-Brand Collaboration: Duration and Perceived Fit Towards Consumer Behavior
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 1
EP  - 6
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.001
DO  - 10.2991/aebmr.k.210522.001
ID  - Andriani2021
ER  -