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

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Author Info
Geuens, M. ()
Pecheux, C. (Vlerick Leuven Gent Management School)

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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 (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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Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2006-17.

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Length: 33 pages
Date of creation: 05 Jun 2006
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Handle: RePEc:vlg:vlgwps:2006-17

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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: An Interdisciplinary Quarterly, 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: An Interdisciplinary Quarterly, University of Chicago Press, vol. 15(3), pages 374-78, December.
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