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The role of brand strength, type, image and product-category fit in retail brand collaborations

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  • Mitchell, Vincent Wayne
  • Balabanis, George

Abstract

Retailer brand collaborations are an underexploited way for retailers to expand product lines and target new segments relatively quickly and cheaply, yet little work has explored the area and the influence of important factors in the image inheritance process remains unknown. Using data from two experiments involving 240 subjects, we examine the role of brand type, brand strength and the fit between parent and brand collaboration product categories to show that a new retail product's image inherits more characteristics from a symbolic parent brand (even when the brand is weak) and when there are higher degrees of parent retailer-image fit. However, fit between the new retail collaboration's product category and that of the parent brands is only important for functional brands. The results help retailers decide which partner to choose to maximize image inheritance.

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  • Mitchell, Vincent Wayne & Balabanis, George, 2021. "The role of brand strength, type, image and product-category fit in retail brand collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000114
    DOI: 10.1016/j.jretconser.2021.102445
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    2. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
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    6. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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