Evaluations of Co-Brands: A Two-Country Comparison
Mark Anderson and
Peter MARTINS DA Silva
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Mark Anderson: Kingston Business School
Peter MARTINS DA Silva: Kingston Business School
Expert Journal of Marketing, 2015, vol. 3, issue 2, 51-61
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)
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Persistent link: https://EconPapers.repec.org/RePEc:exp:mkting:v:3:y:2015:i:2:p:51-61
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