The effects of fit and novelty according to brand collaboration on product attitude: the moderating effect of age

Abstract

. This study sought to identify two paths (novelty, fit) of the impact of brand collaboration type on product attitude and the moderating effect of age between novelty and attitude. To test this research, four types of questionnaires were used with scenarios and real brands. This research suggests two paths from brand collaboration type (similar vs. non-similar) to product attitude. One is perceived novelty and the other is perceived fit. Second, we tested the effect of perceived novelty ∙ fit on product attitude. Finally, we examined the moderating effect of age. We used 250 of 268 copies for final analysis. This study found that the degree of perceived novelty and fit depending on the type of brand collaboration influenced positively on the product attitude. We also confirmed age moderated the relationship between novelty and attitude. The results of the study are as follows: 1) Perceived novelty by brand collaboration type was higher in collaboration between non-similar categories than similar ones. 2) Perceived fit was higher in collaboration between similar categories than non-similar ones. 3) Perceived novelty has positive effects on product attitude. 4) Perceived fit has positive effects on product attitude. 5) The relationship between perceived novelty and product attitude was moderated by age. In other words, the
effect of perceived novelty in collaboration between non-similar categories on product attitude was found to be greater when age is low. Based on the results of this study, the marketers should consider collaborative marketing that gives them a unique and novelty feeling tailored to the characteristics of the new main consumers like the Millennials and Generation Z. This study was based on data collected through responses from residents of Republic of Korea. In the future, conducting research on a countryby-country basis will help overseas marketing strategies.