 1 + 1 > 2? Is co-branding an effective way to improve brand masstige?Juan Shan, Hebo Lu and Annie Peng Cui Journal of Business Research, 2022, vol. 144, issue C, 556-571 Abstract: This study proposes that the interaction effect of brand personality fit and product category fit will influence perceived masstige under a co-branding context. When product category fit is high, low (vs. high) brand personality fit leads to greater perceived masstige. However, when product category fit is low, high (vs. low) brand personality fit leads to greater perceived masstige. Furthermore, the interaction effect of brand personality fit and product category fit on perceived masstige is mediated by processing fluency and perceived novelty. Specifically, when product category fit is low, high (vs. low) brand personality fit can elicit greater processing fluency, leading to higher perceived masstige. In contrast, when product category fit is high, low (vs. high) brand personality fit can stimulate perceived novelty, leading to higher perceived masstige. In addition, we examine how perceived masstige influences brand equity. Focusing on the masstige co-branding strategies between a mass brand and a luxury brand, this study aims to build a bridgebetween co-branding and masstige. Keywords: Masstige; Co-branding; Brand personality fit; Product category fit (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:556-571 DOI: 10.1016/j.jbusres.2022.01.058 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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