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Evaluations of Co-Brands: A Two-Country Comparison

Author

Listed:
  • Mark ANDERSON

    (Kingston Business School)

  • Peter MARTINS DA SILVA

    (Kingston Business School)

Abstract

This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product categories as the drivers. Drawing on previous work on co-brands (Simonin and Ruth, 1998; Baumgarth, 2000), two simultaneous studies of four consumer brand pairings were conducted in the UK (n=122) and Italy (n=125) using respondents from an online panel. Important differences between the studies are identified and possible cultural explanations for deviant outcomes are discussed.

Suggested Citation

  • Mark ANDERSON & Peter MARTINS DA SILVA, 2015. "Evaluations of Co-Brands: A Two-Country Comparison," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 51-61.
    • Handle: RePEc:exp:mkting:v:3:y:2015:i:2:p:51-61
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    co-branding; culture; replication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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