Journal of Asian Business Strategy

The impact of co-branding on consumer purchase intentions in the automotive industry

Jiazheng Song — 2024-08-05

This study aims to delve into the influence of co-branding on consumer purchase intentions in the automotive industry and the impact of brand image. It seeks to analyze how co-branding is carried out, its characteristics, and how it affects consumers' brand perceptions and purchase decisions, especially exploring consumers' acceptance and willingness to buy co-branded products. A quantitative research methodology is adopted, involving questionnaire design and data collection through an online survey. Multiple analyses, such as frequency, reliability, validity, factor, correlation, and regression analyses, are conducted to examine the data. Co-branding has a positive effect on consumer purchase intention. Brand fit, innovativeness, and product complementarity are crucial factors contributing to the success of co-branding. Brand image has a positive moderating impact, and complementary brand images enhance consumers' purchase intention. The study also reveals that these factors can explain a significant portion of the variance in purchase intention. Automobile brands can enhance their attractiveness and market competitiveness by engaging in co-branding with suitable brands, focusing on brand fit, innovation, and product complementarity. Maintaining and enhancing a positive brand image is of great importance. Additionally, demographic information can help brands target consumers more effectively and design co-branding campaigns that better meet consumers' needs and preferences. These findings offer practical guidance for marketers to utilize co-branding strategies more efficiently and boost brand value.

Building the right employee value proposition to retain millennial talents: A case study at a national bank in Indonesia

Agustina Lolita Intani — 2024-10-01

Bank ABC are dominated by the millennial generation, which makes up 65% of all employees. During the 2020-2022 period, there was an increase in the number of employees who resigned, most of whom were the millennial generation and had good performance. Meanwhile, in the next 3-5 years the millennial generation is projected to occupy strategic positions. Therefore, this study aims to develop employee value proposition (EVP) development strategy in the context of millennial talent employees’ retention. The research was conducted through a survey using Pawar and Charak's EVP Priority Model dimension guide, equipped with additional dimensions obtained from interviews with millennial employees with high potential and performance. The survey was filled by 366 millennial talent employees. The survey results were processed and analysed using the Importance Performance Analysis (IPA) method. Results related to priority EVP attributes for development (quadrant 1 IPA results) were obtained, namely: Career development, performance appraisal, workload, work-life balance, technological innovation, annual leave and performance-based remuneration. Based on the findings obtained, a model has been built which consists of three priority areas for EVP development, namely Leader's Future Development, Design of Organization, and Remuneration for Human Capital Sustainability (abbreviated to LDR – Leadership Development Remuneration Model), with four strategic program designs consisting of: (1) performance assessments that prioritize the principle of fairness,(2) acceleration of levels digital-based career and competency development, (3) workload analysis and job design that supports the future of work, and (4) development of competitive compensation with equitable principles.

The role of institutional innovation and artificial intelligence in the corporate eco-innovation - a case study of high-tech enterprises in Liaoning province of China

Xuanyu Lin — 2024-10-01

This research investigates the intricate interplay of institutional factors and technological adoption in the context of corporate ecological innovation. Grounded in the New Institutionalism Theory and the Technology-Organization-Environment (TOE) framework, the study explores how formal and informal institutional innovations shape the behavior and capabilities of companies engaged in ecological innovation in Liaoning Province, China. Furthermore, the research examines the role of Artificial Intelligence (AI) in promoting ecological innovation. The study classifies AI into three categories: data analytics and predictive AI, automation and intelligent production AI, and customer service and user experience AI. These dimensions are investigated in terms of their influence on ecological innovation, revealing how each element contributes to enhancing companies' capabilities in addressing ecological challenges. The research proposes hypotheses regarding the positive influence of these AI dimensions on ecological innovation outcomes. The findings from this research contribute to the education of the intricate dynamics between institutional innovations, technological adoption, and corporate ecological innovation. The insights garnered are crucial for policymakers, businesses, and researchers striving to cultivate sustainable practices and innovation in ’the contemporary economic and environmental milieu.