Detangling consumer attitudes to better explain co-branding success

Purpose The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs. Design/methodology/approach Questionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling. Findings The authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results. Originality/value This study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products.