Evaluations of co‐brands and spill‐over effects: further empirical results

Baumgarth, Carsten

doi:10.1080/13527260410001693802

Cited by 73 publications

(73 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Finally, in line with previous studies (for example, Baumgarth, 2004;Gammoh and Voss, 2011;Rao et al, 1999;Simonin and Ruth, 1998), we analyzed co-branding alliances from a customer perspective. However, co-branding alliances are not always formed with the consumer in mind (O'Dwyer et al, 2011) and one-sided performance evaluations may not fully capture co-branding alliance success.…”

Section: )mentioning

confidence: 79%

“…Brand fit perception, on the other hand, drives consumer attitude towards the alliance (Arnett et al, 2010;Baumgarth, 2004;Dickinson and Barker, 2007;Lafferty et al, 2004;Simonin and Ruth, 1998) and decision-making (Dickinson and Heath, 2006). Using the antecedents of brand fit perception as control variables in the models testing consumer attitudes toward co-branding alliances, we see that high industry scope dissimilarity nurtures them, but high firm size dissimilarity affects them negatively.…”

Section: Contributionsmentioning

confidence: 98%

“…This perspective explores the effects of consumer perceptions of co-branding alliance partners, such as brand and product fit, brand awareness, quality perception, brand attitude, brand equity, and brand credibility on performance (Aghdaie et al, 2012;Levin et al, 1996;Park et al, 1996;Sénéchal et al, 2014;Simonin and Ruth, 1998;Swaminathan et al, 2015;Washburn et al, 2004). Findings illustrate that, first, perceived brand and product category fit between alliance partners (for example, Baumgarth, 2004;Simonin and Ruth, 1998) and fit between the co-brands and product categories with the new product (for example, Bouten et al, 2011) are highly important. Second, consumer attributes, such as self-complexity (Monga and Lau-Gesk, 2007), brand loyalty (Swaminathan et al, 2012), involvement (Samuelson et al, 2014;Walchli, 2007), consumer-brand identification (Xiao and Lee, 2013), gender (Lau and Phau, 2010), age (Charry and Demoulin, 2014) as well as brand attributes, such as complementarity and similarity (Swaminathan et al, 2015), moderate the relationship between a co-branded offering and cobranding alliance performance.…”

Section: Prior Researchmentioning

confidence: 99%

“…Customer perspective research suggests that co-branding alliances serve as intended market signals of innovation, product quality, and credibility (Rao et al, 1999). The perception of a high level of brand fit drives consumer affect (Baumgarth, 2004;Sénéchal et al, 2014;Simonin and Ruth, 1998). Consumers may react more positively to the combination of two brands than if a product reveals a single brand (Swaminathan et al, 2015).…”

Section: Signaling Theorymentioning

confidence: 99%

“…Previous research on co-branding has tested the effect of brand fit perception on the consumer evaluation of the co-branding alliance (Arnett et al, 2010;Baumgarth, 2004;Dickinson and Barker, 2007;Lafferty et al, 2004;Simonin and Ruth, 1998) as an indicator for overall cobranding alliance performance. Generally, a higher level of perceived brand fit results in more positive consumer evaluations in terms of consumer attitude towards the co-branding alliance (Graeff, 1997).…”

Section: Consumer Attitudes Towards Co-branding Alliancesmentioning

confidence: 99%

See 4 more Smart Citations

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

Decker

Baade

2016

J Brand Manag

View full text Add to dashboard Cite

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 cobranding 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.

show abstract

Section: )mentioning

confidence: 79%

Section: Contributionsmentioning

confidence: 98%

Section: Prior Researchmentioning

confidence: 99%

Section: Signaling Theorymentioning

confidence: 99%

Section: Consumer Attitudes Towards Co-branding Alliancesmentioning

confidence: 99%

See 3 more Smart Citations

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

Decker

Baade

2016

J Brand Manag

View full text Add to dashboard Cite

show abstract

The effects of between‐partner congruity on consumer evaluation of co‐branded products

Walchli¹

2007

Psychology and Marketing

View full text Add to dashboard Cite

Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises in the evaluation of co-branded products, the congruity between brand partners (between-partner congruity). Between-partner congruity has not previously been explicitly considered in the co-branding literature, but is potentially an important influence on consumer perceptions of a brand partnership. Thus, this study represents an initial attempt to understand how the level of between-partner congruity will affect consumer response to cobranded products. Several findings in the marketing literature have suggested that when respondents have the motivation to resolve incongruity, the relationship between congruity level and evaluation is nonmonotonic. In other words, moderately incongruent concepts are preferred to congruent or highly incongruent concepts to form an "inverted-U" data function. Yet, when motivation to process is low, evaluation becomes less favorable in a linear fashion as incongruity increases. This study examines whether these findings can be extended to co-branding. When concept congruity is controlled across brand pairs, the nonmonotonic relationship between between-partner congruity level and product evaluation is observed when consumers are encouraged to elaborate on the rationale for the partnership Psychology & Marketing, (high involvement). However, when consumers attend to the global similarity of the partners (low involvement), product evaluation becomes less favorable as between-partner incongruity increases.

show abstract

Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding

Keel

Nataraajan

2012

Psychology and Marketing

175

163

View full text Add to dashboard Cite

The authors assess the extant research in the area of celebrity endorsement and point out the need for continuing research in celebrity marketing. Suggestions for future research are made in a wide breadth of areas, spanning from celebrity endorsements to novel areas of celebrity branding. The authors propose three celebrity‐branding strategies and discuss the factors that may influence their effectiveness. Other areas for future research in celebrity marketing that are discussed include ethical marketing to vulnerable consumers and social marketing. The authors conclude with suggestions regarding theories and methods that can be used for future research in celebrity marketing.

show abstract

Evaluations of co‐brands and spill‐over effects: further empirical results

Cited by 73 publications

References 19 publications

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

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

The effects of between‐partner congruity on consumer evaluation of co‐branded products

Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding

Contact Info

Product

Resources

About