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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker, Carolin and Baade, Annika (2016). Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit. Journal of Brand Management, 23(6) pp. 648–665.

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This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how co-branding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

Item Type: Journal Item
Copyright Holders: 2016 Macmillan Publishers Ltd.
ISSN: 1350-231X
Keywords: co-branding alliances; brand fit; consumer attitude; signaling theory; consumer perceptions; quasi-experiment
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Public Leadership and Social Enterprise
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 54456
Depositing User: Carolin Decker-Lange
Date Deposited: 17 Apr 2018 10:29
Last Modified: 12 May 2019 08:13
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