Category - Mark ANDERSON

Kingston Business School, United Kingdom

Mark ANDERSON Peter MARTINS DA SILVA

Evaluations of Co-Brands: A Two-Country Comparison

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.

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