Cooperative brand alliances: how to generate positive evaluations
This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consu...
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
ANZMAC
2008
|
| Online Access: | http://hdl.handle.net/20.500.11937/41129 |
| _version_ | 1848756059051655168 |
|---|---|
| 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 examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of ‘parent brand fit’ on how consumers evaluate co brands received mixed results. |
| first_indexed | 2025-11-14T09:06:10Z |
| format | Journal Article |
| id | curtin-20.500.11937-41129 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:06:10Z |
| publishDate | 2008 |
| publisher | ANZMAC |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-411292017-09-13T14:11:37Z Cooperative brand alliances: how to generate positive evaluations Dickinson, Sonia Heath, Tara This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of ‘parent brand fit’ on how consumers evaluate co brands received mixed results. 2008 Journal Article http://hdl.handle.net/20.500.11937/41129 10.1016/S1441-3582(08)70012-0 ANZMAC restricted |
| spellingShingle | Dickinson, Sonia Heath, Tara Cooperative brand alliances: how to generate positive evaluations |
| title | Cooperative brand alliances: how to generate positive evaluations |
| title_full | Cooperative brand alliances: how to generate positive evaluations |
| title_fullStr | Cooperative brand alliances: how to generate positive evaluations |
| title_full_unstemmed | Cooperative brand alliances: how to generate positive evaluations |
| title_short | Cooperative brand alliances: how to generate positive evaluations |
| title_sort | cooperative brand alliances: how to generate positive evaluations |
| url | http://hdl.handle.net/20.500.11937/41129 |