• The Impact of Negative Double Jeopardy Effect on Co-brand Evaluation and Buying Intention

Abstract

Using Kucuk’s (2008) network NDJ (Negative Double Jeopardy) effect, we aimed to examine: (1) Whether the NDJ effect on the anti-brand website partner brand encountered will affect co-brand evaluation and co-brand purchase intention. (2) Whether overall co-brand perception and co-brand evaluation will play a moderator role in the impact process.

The study constructed virtual anti-brand website and between-subjects experimental design was adopted, and then 216 subjects were randomly distributed to different experimental situations. Owo-way ANCOVA, regression analysis and two-way ANCOVA were adopted in this study. The experimental results were as follows: (1) The NDJ effect partner brand encountered on the anti-brand website had a negative impact on co-brand evaluation and co-brand purchase intention. (2) There was an interaction between NDJ effect of partner brand and overall co-brand perception when examining their influences on co-brand evaluation. In the situation of high overall co-brand perception, NDJ effect will not affect consumers’ co-brand evaluation. While in the situation of low overall co-brand perception, NDJ effect will significantly lower consumers’ co-brand evaluation. (3) There was an interaction between NDJ effect of partner brand and co-brand evaluation when examining their influences on co-brand purchase intention. In the situation of high co-brand evaluation, NDJ effect will not affect consumers’ purchase intention of co-brand. While in the situation of low co-brand evaluation, NDJ effect will significantly lower consumers’ purchase intention of co-brand.

Keywords: Negative Double Jeopardy Effect, Overall Co-brand Perception, Co-brand Evaluation, Co-brand Purchase Intention