Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit
Abstract
This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of...
Paper Details
Title
Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit
Published Date
Aug 25, 2016
Journal
Volume
23
Issue
6
Pages
648 - 665
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