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Effective strategies for developing meaningful names and associations for co-branded products in new and emerging markets

Author

Listed:
  • Kun Chen

    (Nanjing Audit University)

  • Stephen J. Newell

    (Western Michigan University)

  • Gang Kou

    (Southwestern University of Finance and Economics)

  • Lei Zhang

    (University of Electronic Science and Technology of China)

  • Chen Hua Li

    (Nanjing Audit University)

Abstract

Studies have indicated that ingredient co-branding is beneficial to partner institutions by transferring equity from one brand to the other. However, little research has been undertaken to understand the role of meaning and order of brand names in new and emerging markets. In response, this study investigates whether new co-branded products with meaningful names and the order in which they are presented affect perceptions of brand equity. The results of a study of 528 Chinese consumers reveal that the meaningfulness of brand names, as well as brand order, significantly affect the brand equity of the ingredient branding alliance. These results provide important insights into developing more effective co-branding naming strategies for firms contemplating entry into new markets in emerging economies. Discussion, managerial implications, and avenues for future research are also discussed.

Suggested Citation

  • Kun Chen & Stephen J. Newell & Gang Kou & Lei Zhang & Chen Hua Li, 2017. "Effective strategies for developing meaningful names and associations for co-branded products in new and emerging markets," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 362-374, August.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:4:d:10.1057_s41262-017-0056-2
    DOI: 10.1057/s41262-017-0056-2
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    References listed on IDEAS

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    Cited by:

    1. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
    2. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    3. Leonhardt, James M. & Pechmann, Cornelia, 2021. "Is this product easy to control? Liabilities of using difficult-to-pronounce product names," Organizational Behavior and Human Decision Processes, Elsevier, vol. 165(C), pages 90-102.
    4. Liu, Shiyuan & Du, Jiang & Zhang, Weike & Tian, Xiaoli & Kou, Gang, 2021. "Innovation quantity or quality? The role of political connections," Emerging Markets Review, Elsevier, vol. 48(C).
    5. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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