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Co-branding in advertising: the issue of product and brand fit

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  • M. GEUENS

    ()

  • C. PECHEUX

Abstract

Three studies are conducted to investigate co-branding in advertising by manipulating product and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (topdown versus bottom up) were also taken into account. The results show that either product or brand fit is sufficient to produce positive attitudes towards the core brand in case of a high image core brand. However, these results do not hold for core brands with a neutral image. In that case, brands better team up with a brand possessing high product fit and/or a positive image instead of a similar image.

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File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_06_378.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 06/378.

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Length: 33 pages
Date of creation: Apr 2006
Date of revision:
Handle: RePEc:rug:rugwps:06/378

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  1. Shimp, Terence A & Stuart, Elnora W & Engle, Randall W, 1991. " A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 1-12, June.
  2. Levin, Irwin P & Gaeth, Gary J, 1988. " How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, University of Chicago Press, vol. 15(3), pages 374-78, December.
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