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Co-branding in advertising: the issue of product and brand fit

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  • M. GEUENS
  • C. PECHEUX

Abstract

Three studies are conducted to investigate co-branding in advertising by manipulating product and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (topdown versus bottom up) were also taken into account. The results show that either product or brand fit is sufficient to produce positive attitudes towards the core brand in case of a high image core brand. However, these results do not hold for core brands with a neutral image. In that case, brands better team up with a brand possessing high product fit and/or a positive image instead of a similar image.

Suggested Citation

  • M. Geuens & C. Pecheux, 2006. "Co-branding in advertising: the issue of product and brand fit," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/378, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:06/378
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    File URL: http://wps-feb.ugent.be/Papers/wp_06_378.pdf
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    1. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    2. Shimp, Terence A & Stuart, Elnora W & Engle, Randall W, 1991. "A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 1-12, June.
    3. Levin, Irwin P & Gaeth, Gary J, 1988. "How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 374-378, December.
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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.

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