Articlegold2016

CO-BRANDING PARTNER SELECTION: THE IMPORTANCE OF BELIEF REVISION

12 citations0/0 files storedJournal of Business Economics and Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Business Strategy and Innovation

Abstract

This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2001Brand Community 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1989Schema Congruity as a Basis for Product Evaluation 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

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