A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings
This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using da...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillian Lid.
2006
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| Online Access: | http://hdl.handle.net/20.500.11937/28281 |
| _version_ | 1848752493789446144 |
|---|---|
| author | Dickinson, Sonia Heath, Tara |
| author_facet | Dickinson, Sonia Heath, Tara |
| author_sort | Dickinson, Sonia |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using data from 194 university students in Western Australia. The research instrument measured reactions to 12 experimental co-brands and collected both qualitative and quantitative data. The findings suggest that when original brands are perceived as high quality then co-brands will be evaluated more positively, indicating that original brand attitudes (high quality levels) are more easily extended to co-brands. The research also found that if there was perceived 'fit' between participating co-brand partners (based on either product category or brand concept consistency) then the co-brand evaluation would be positive. Finally, it was found that the more difficult the product was to manufacture, the more favourable the co-brand evaluation, as the alliance seemed 'worthwhile'. The study recognises the importance that partner selection plays in the success of co-brands. It highlights the importance of original brand attitude (quality levels) and fit between brand partners for positive consumer evaluation in a co-brand context. This information can assist brand managers in decisions regarding partner brand selection. |
| first_indexed | 2025-11-14T08:09:30Z |
| format | Journal Article |
| id | curtin-20.500.11937-28281 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:09:30Z |
| publishDate | 2006 |
| publisher | Palgrave Macmillian Lid. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-282812017-09-13T15:55:05Z A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings Dickinson, Sonia Heath, Tara This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using data from 194 university students in Western Australia. The research instrument measured reactions to 12 experimental co-brands and collected both qualitative and quantitative data. The findings suggest that when original brands are perceived as high quality then co-brands will be evaluated more positively, indicating that original brand attitudes (high quality levels) are more easily extended to co-brands. The research also found that if there was perceived 'fit' between participating co-brand partners (based on either product category or brand concept consistency) then the co-brand evaluation would be positive. Finally, it was found that the more difficult the product was to manufacture, the more favourable the co-brand evaluation, as the alliance seemed 'worthwhile'. The study recognises the importance that partner selection plays in the success of co-brands. It highlights the importance of original brand attitude (quality levels) and fit between brand partners for positive consumer evaluation in a co-brand context. This information can assist brand managers in decisions regarding partner brand selection. 2006 Journal Article http://hdl.handle.net/20.500.11937/28281 10.1057/palgrave.bm.2540281 Palgrave Macmillian Lid. restricted |
| spellingShingle | Dickinson, Sonia Heath, Tara A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title | A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title_full | A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title_fullStr | A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title_full_unstemmed | A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title_short | A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| title_sort | comparison of qualitative and quantitative results concerning evaluations of co-branded offerings |
| url | http://hdl.handle.net/20.500.11937/28281 |