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

Kun Chen (), Stephen J. Newell (), Gang Kou (), Lei Zhang () and Chen Hua Li ()
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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

Journal of Brand Management, 2017, vol. 24, issue 4, No 6, 362-374

Abstract: 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.

Keywords: Ingredient co-branding; Brand names; Order effects; Brand equity; Emerging markets (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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DOI: 10.1057/s41262-017-0056-2

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