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

Journal article
(Original article)


Publication Details

Author(s): Wagner T, Eismann T, Voigt KI
Journal: Journal of Technology and Innovation Management
Publication year: 2019
Volume: 3
Journal issue: 1
Pages range: 1-9
ISSN: 2511-8714
Language: English


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.


FAU Authors / FAU Editors

Eismann, Tobias
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Voigt, Kai-Ingo Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Wagner, Timm Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management


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.

BibTeX: 

Last updated on 2019-21-03 at 14:44