Co‐branding is an effective marketing strategy that is widely used by brands to expand the market, but research on the influence of consumer‐level factors is limited, with predominant emphasis on ...brand‐level factors that predict acceptance of brands that are seemingly “different” from each other co‐branding with one another. This research explores the effect of perceived economic mobility on perceived co‐branding fit. Findings from Experiment 1 indicate that co‐brands low or moderate (vs. high) fit with one another are perceived more favorably when perceived economic mobility is higher. Experiment 2 further examines the proposed mechanism that we propose to be holistic thinking style behind the influence of perceived economic mobility on distant co‐branding evaluation, and it also rules out two alternative explanations. Experiment 3 replicates above findings with an American dataset. Our findings contribute to the co‐branding literature by proposing a novel antecedent—perceived economic mobility—of low‐fit co‐branding. Our findings also provide managerial guidelines for enhancing co‐branding effectiveness.
2020 is bound to be a difficult year. The rapid spread of COVID-19 has had a huge impact on public life, public health and even the entire industry. But at the same time, online services are also on ...the rise. As the most active marketing method in the Internet era, brand co-branding still played a role during the epidemic. At present, China has achieved phased victory in the epidemic prevention campaign, and we have also ushered in the post-epidemic era of small-scale outbreaks. Many brands in the post-epidemic era, as the main victims of the epidemic, are also constantly exploring new ways of brand co-branding. In this case, in order to find a new method for the brand co-branding of Zhouheiyadian in Wuhan in the new era, the author will analyze the factors that affect the development of the regional brand co-branding of Zhouheiyadian in the form of big data and questionnaires: first, analyze the factors, classifications and policies that affect the regional brand from the four aspects of packaging, brand, marketing and service, and put forward suggestions; Secondly, it analyzes the factors that affect regional brands, and puts forward suggestions from three aspects: convenience of purchase, reputation and selectivity; The third is to analyze the factors affecting regional brands from three aspects of purchase price, brand and publicity mode, and put forward suggestions to find brand co-branding forms suitable for the post-epidemic era.
While considerable research attention has been given to co‐branding (brand alliance), empirical evidence of the success drivers remains fragmented with inconclusive findings. This meta‐analysis aims ...to synthesize the existing research and provide a comprehensive and generalisable set of findings. It integrates data of 197 effect sizes from 37 independent studies reported in 27 articles. The findings reveal that the relationship between the partner brands has a significantly larger impact on the success of co‐branding than the individual brand characteristics, and brand image fit is a relatively more important driver than product category fit and brand equity. Moderator analysis indicates that the relative importance of the relationship between brands is generalisable to the type of industry, business and co‐branding strategy. This paper advances theoretical understanding in three ways: (a) it increases generalisability of existing studies by investigating the impact of theoretical, contextual, and method‐related moderators on the effect sizes, (b) it brings a consensus to the equivocal findings on the importance of success drivers and (c) it identifies the knowledge gaps, and presents a future research agenda. In so doing, the paper guides practitioners by highlighting which factors to be considered and prioritised when forming a brand alliance.
Brands sometimes enter into co‐branding agreements and major events can occur to one of the brands which can have either negative or positive consequences for the brands involved in the partnership. ...The current study investigates as yet unanswered research questions regarding whether and how positive and negative events happening to one brand in a co‐branding partnership affect the brand equities of the other brands in the partnership. The authors provide and test a new integrated attribution‐diagnosticity framework to explain the process that underlies the magnitude of these spillover effects. Findings show that while positive and negative event‐related spillover effects occur between the co‐brand and both parent brands, they were surprisingly absent between the parent brands. Further, the (a)symmetry of parent brand equity before the event influences the magnitude of event‐related spillover the parent brands receive from the co‐brand. Theoretical and practical implications of these findings are discussed.
•Co-branding as a strategy for luxury brands to achieve masstige.•Luxury brands should ally with “mass cool” brands for masstige co-branding.•Brand coolness creates perceived fit between luxury and ...mass brands.•Self-brand connection moderates the brand coolness and perceived fit relationship.
Masstige marketing could be attractive to luxury brands to reach a wider market, though success is difficult. This study proposes co-branding as an alternative strategy for luxury brands to achieve masstige. Luxury brands can ally with mass brands to leverage their strength in mass marketing. Because luxury and mass are conceptually opposing ideas, co-branding between the two can be difficult. However, this study identifies brand coolness as a key attribute to create perceived fit between luxury and mass brands. The results show that brand coolness of mass brand affects perceived fit, which impacts attitude toward the co-branded product and its purchase intention. Additionally, self-brand connection with the luxury brand moderates this effect, and product category involvement negatively impacts perceived fit. The results have implications for brand managers who wish to select partners for masstige co-branding. The article concludes by proposing methods to create congruence among opposing brand concepts.
Following the development of co-branding and the emergence of the co-branded product boom, many consumers are choosing to buy their favorite co-branded products. Among them, co-branded food products ...occupy a large share of the market. However, the rapid development of co-branded products has also given rise to many problems, such as the mismatched positioning of the two co-branded enterprises and the poor quality of their products, all of which seriously affect consumers' purchase motivation and satisfaction as well as the development of the co-branded enterprises. Against this background, this paper presents a quantitative analysis of consumer motivation, purchasing psychology and satisfaction, and reviews three aspects of co-branded food purchasing motivation, satisfaction analysis, and ways to improve consumer satisfaction. This paper reflects the research findings in this field, the reality and the problems to be addressed. Taking co-branded food products as an example, this paper analyzes the relevant factors affecting consumer motivation and satisfaction of co-branded food products by studying theories related to co-branding model, consumer motivation and satisfaction, and combining the results of questionnaire research with relevant theories and charts. It also proposes systematic suggestions for raising consumer motivation and satisfaction to help enterprises stand out in the face of fierce competition.
Fast fashion brands, such as H&M, have co-branding projects with designer luxury brands. However, how the brand loyalties of the associated brands theoretically affect the co-branding's performance ...is largely unknown. Motivated by the observed industrial practices, we build a formal analytical model to examine the impacts of brand loyalty on revenues in luxury and fast fashion co-branding. The commonly adopted schemes in industry such as the profit sharing scheme, fixed-royalty scheme and mergers scheme are examined to investigate the brand performance. It is analytically found that the associated brands would perform best under the mergers scheme. This implies that the internal cooperation within a big group is the most desirable strategy for co-branding. Moreover, we provide the analytical evidence that fast fashion brands should work with well-known luxury fashion brands for brand alliance.
Corporate co-branding, or brand alliances, is a popular strategy, regarded as beneficial to the allied brands. There are, however, caveats to this strategy due to crises concerning one of the partner ...brands. Employing an experiment, we investigate the impact of crisis types and response strategies, and the interactions, on corporate image of the culpable ally, the non-culpable partner, and the alliance. Results show that preventable crises, high in controllability and intentionality, are detrimental to the image of the culpable ally. Deny response is, nonetheless, effective for restoring corporate image, when compared with diminish or acknowledge/rebuild responses. We further demonstrate that the non-culpable partner suffers from crises only indirectly, due to negative post-crisis attitudes toward the alliance, which in turn influence intentions to purchase alliance offering. Our findings underscore the need for corporate brands to use co-branding with caution, carefully planning for crises, and judiciously considering the viability of response strategies.
•Masstige via co-branding vs downward extensions from the luxury brand’s perspective examined.•Co-branding with a high street retailer is a more effective masstige strategy for luxury brands than a ...downward extension.•Masstige via co-branding does not diminish the luxury brand’s prestige and desirability.
Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied brands. Despite its popularity in practice, there is a paucity of research on co-branding strategies in masstige marketing and luxury branding. Employing a quantitative research design via two survey-based experiments we examine the viability of co-branding versus downward extension on luxury consumers’ attitudes and purchase intent. Underpinned by Categorization and Information Integration theories, we find co-branding to be the more desirable masstige strategy in eliciting favorable consumer responses. Further, we show that co-branding is not detrimental to the prestige and desirability of the luxury brand partner, thus countering the narrative that democratization of luxury dilutes luxury brands’ appeal. Our research advances knowledge on luxury consumers’ evaluations of competing masstige strategies, the mechanisms underlying such evaluations, and the spillover effect of co-branding on luxury brands. We offer actionable implications for luxury brand managers desiring to expand into mass prestige markets.
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