Cobranding with Pinterest: Expediting Apparel Retail Brand Experience

Date
2016-11-08
Authors
Knight, Dee
Kim, HaeJung
Vasquez, Lauren
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Abstract

Cobranding creates points of difference, generates sales from existing markets, and opens opportunities (Lebar, Buehler, Keller, & Sawicka, 2005). Pinterest is an effective cobranding platform for consumer interaction. Bullas (2015) reports 69% of apparel brands have a presence on Pinterest, and 88% of the 70 million Pinterest users purchase a product they pin. Thus, we examined: (a) the impacts of apparel brand reputation and Pinterest usefulness on consumer experiences with apparel brands at Pinterest; (b) the impacts of consumer experiences of apparel brands at Pinterest on loyalty toward apparel brand and Pinterest; and (c) the mediation of consumer experience at Pinterest between apparel brand reputation and apparel band's attitudinal loyalty. Findings suggest cobranding with Pinterest combines the strength of partner brands by increasing value, attracting new customers, and validating the brand among consumers. An effective brand Pinterest page creates important backlinks that expand apparel brand awareness and direct other consumers to the brand website (Walberg, 2015).

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