Co-branding in advertising: the issue of product and brand-fit
AbstractThree 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 (top-down 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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Bibliographic InfoPaper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2006-17.
Length: 33 pages
Date of creation: 05 Jun 2006
Date of revision:
Other versions of this item:
- M. Geuens & C. Pecheux, 2006. "Co-branding in advertising: the issue of product and brand fit," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/378, Ghent University, Faculty of Economics and Business Administration.
- NEP-ALL-2006-06-10 (All new papers)
- NEP-CSE-2006-06-10 (Economics of Strategic Management)
- NEP-MIC-2006-06-10 (Microeconomics)
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