Evaluations of Co-Brands: A Two-Country Comparison

Mark Anderson and Peter MARTINS DA Silva
Additional contact information
Mark Anderson: Kingston Business School
Peter MARTINS DA Silva: Kingston Business School

Expert Journal of Marketing, 2015, vol. 3, issue 2, 51-61

Abstract: This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product categories as the drivers. Drawing on previous work on co-brands (Simonin and Ruth, 1998; Baumgarth, 2000), two simultaneous studies of four consumer brand pairings were conducted in the UK (n=122) and Italy (n=125) using respondents from an online panel. Important differences between the studies are identified and possible cultural explanations for deviant outcomes are discussed.

Keywords: co-branding; culture; replication (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://marketing.expertjournals.com/wp-content/uploads/EJM_308anderson51-61.pdf (application/pdf)
http://marketing.expertjournals.com/23446773-308 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:exp:mkting:v:3:y:2015:i:2:p:51-61

Access Statistics for this article

More articles in Expert Journal of Marketing from Sprint Investify
Bibliographic data for series maintained by Alin Opreana ( this e-mail address is bad, please contact ).