Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive-learning theory which posits that consumers may differentially associate each brand with the outcome as a result of cue interaction effects. Three experiments show that the presence of a well-known brand can weaken or strengthen the association between the less-known brand and the co-branding outcome depending on the timing of the presentation of product benefit information. When this information was presented simultaneously with co-branding information (at a delay after co-branding information), the presence of a well-known brand weakened (strengthened) the association of the less-known brand with the outcome and thereby lowered (improved) evaluation of the less-known brand.
Year of publication: |
2015
|
---|---|
Authors: | Marcus Cunha Jr. ; Forehand, Mark R. ; Angle, Justin W. |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 41.2015, 5, p. 1284-1284
|
Publisher: |
University of Chicago Press |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
When does identity salience prime approach and avoidance? : a balance-congruity model
Angle, Justin W., (2013)
-
It's not us, it's you : how threatening self-brand association leads to brand pursuit
Angle, Justin W., (2016)
-
Riding coattails : when co-branding helps versus hurts less-known brands
Cunha, Marcus, (2015)
- More ...