Crazy in Love with a Tech Giant? Exploring Consumer Perceptions of Digitally-Driven Brand Alliances

Wagner T, Eismann T, Voigt KI (2019)


Publication Language: English

Publication Type: Journal article, Original article

Publication year: 2019

Journal

Book Volume: 3

Pages Range: 1-9

Journal Issue: 1

URI: https://www.researchgate.net/publication/331688297_Crazy_in_Love_with_a_Tech_Giant_Exploring_Consumer_Perceptions_of_Digitally-Driven_Brand_Alliances

Abstract

In many industries, digitalization has considerably changed the skills and capabilities that are necessary for success. Since traditional industry incumbents often lack these capabilities, they have started to enter strategic partnerships with ‘tech giants’ (big technology companies) that possess wide-ranging digital capabilities. It is not yet clear how these digitally-driven alliances influence consumers’ brand perceptions of the traditional industry incumbents. In this phenomenon-driven research, we present the findings of an experimental study (n = 912) conducted in the context of the automotive industry, where car manufacturers increasingly use Apple (‘CarPlay’) and Google (‘Android Auto’) solutions for their infotainment systems. Our results show different effects depending on the brand character of the traditional industry incumbent. In particular, alliances between premium brands and digital companies lead to negative consumer responses. However, non-premium brands can benefit from these partnerships, as we found favourable consumer perceptions. Our research emphasizes the importance of the careful consideration of digitally-driven brand alliances that are visible to consumers, because they can lead to both favourable and undesirable consumer responses.

Authors with CRIS profile

How to cite

APA:

Wagner, T., Eismann, T., & Voigt, K.-I. (2019). Crazy in Love with a Tech Giant? Exploring Consumer Perceptions of Digitally-Driven Brand Alliances. Journal of Technology and Innovation Management, 3(1), 1-9.

MLA:

Wagner, Timm, Tobias Eismann, and Kai-Ingo Voigt. "Crazy in Love with a Tech Giant? Exploring Consumer Perceptions of Digitally-Driven Brand Alliances." Journal of Technology and Innovation Management 3.1 (2019): 1-9.

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