How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective

Swaminathan, Vanitha; Gürhan‐Canli, Zeynep; Kubat, Umut; Hayran, Ceren

doi:10.1093/jcr/ucv006

Cited by 26 publications

(23 citation statements)

References 23 publications

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“…This perspective explores the effects of consumer perceptions of co-branding alliance partners, such as brand and product fit, brand awareness, quality perception, brand attitude, brand equity, and brand credibility on performance (Aghdaie et al, 2012;Levin et al, 1996;Park et al, 1996;Sénéchal et al, 2014;Simonin and Ruth, 1998;Swaminathan et al, 2015;Washburn et al, 2004). Findings illustrate that, first, perceived brand and product category fit between alliance partners (for example, Baumgarth, 2004;Simonin and Ruth, 1998) and fit between the co-brands and product categories with the new product (for example, Bouten et al, 2011) are highly important.…”

Section: Prior Researchmentioning

confidence: 99%

“…Findings illustrate that, first, perceived brand and product category fit between alliance partners (for example, Baumgarth, 2004;Simonin and Ruth, 1998) and fit between the co-brands and product categories with the new product (for example, Bouten et al, 2011) are highly important. Second, consumer attributes, such as self-complexity (Monga and Lau-Gesk, 2007), brand loyalty (Swaminathan et al, 2012), involvement (Samuelson et al, 2014;Walchli, 2007), consumer-brand identification (Xiao and Lee, 2013), gender (Lau and Phau, 2010), age (Charry and Demoulin, 2014) as well as brand attributes, such as complementarity and similarity (Swaminathan et al, 2015), moderate the relationship between a co-branded offering and cobranding alliance performance. Third, spillover effects are especially likely in co-branding alliances with high brand and product fit and asymmetric brand equity distributions (Simonin and Ruth, 1998;Swaminathan et al, 2012).…”

Section: Prior Researchmentioning

confidence: 99%

“…Two brand names with similar or complementary attributes on a single product imply that a firm borrows equity from the partner firm's brand (Rao and Ruekert, 1994;Spence, 1973;Swaminathan et al, 2015). Customer perspective research suggests that co-branding alliances serve as intended market signals of innovation, product quality, and credibility (Rao et al, 1999).…”

Section: Signaling Theorymentioning

confidence: 99%

“…The perception of a high level of brand fit drives consumer affect (Baumgarth, 2004;Sénéchal et al, 2014;Simonin and Ruth, 1998). Consumers may react more positively to the combination of two brands than if a product reveals a single brand (Swaminathan et al, 2015).…”

Section: Signaling Theorymentioning

confidence: 99%

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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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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 the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how cobranding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

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Section: Prior Researchmentioning

confidence: 99%

Section: Prior Researchmentioning

confidence: 99%

Section: Signaling Theorymentioning

confidence: 99%

Section: Signaling Theorymentioning

confidence: 99%

See 2 more Smart Citations

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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“…However, when the incongruence is extreme, that is, when the diff erence is so significant that it prevents certain messages from being communicated, consumers will fi nd it diffi cult to understand them, and the information intended to be delivered by the company is rejected. A diff erence intentionally made only to be diff erent without any strong foundation for it will only compromise the brand instead of giving it benefi ts because consumers perceive the diff erence to be uninteresting (Swaminathan et al, 2015).…”

Section: Theoretical Analysis and Hypothesesmentioning

confidence: 99%

Incongruence in Brand Names and Its Effect on Consumer Preference

Hendrasto

Utama

2019

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Purpose-Brand name is one of the determining factors of a brand's success. Simple brand names capable of capturing consumers' attention will make them easy to remember and get to perceive the brand. The significance of brand names has caused practitioners to have high consideration in determining brand names for products. With the sprouting up of new SME-based businesses in Indonesia, it is worth studying how these new businesses name their products. Specifi cally, we aim to analyze how diff erent brand name designs aff ect consumer preference. Design/Methodology/Approach-This study employed a 3x2 experimental method where respondents were exposed to three types of fi ctional brand names that were congruent (e.g., Coff ee Corner), incongruent (e.g., d'Coff ee Corner) and highly incongruent (e.g., d'Koff ee Korner), the respondents' evaluation was observed through their preference against 3 types of brand name congruence and the use of Indonesian and English in the brands. The analysis technique utilized was a two-way ANOVA. Findings and Implications-The results indicated that congruent brand names had the highest eff ect on consumer preference in comparison to incongruent and Sažetak Svrha-Naziv marke jedan je od odlučujućih čimbenika njezina uspjeha. Jednostavni nazivi koji mogu privući pažnju potrošača omogućuju im lako pamćenje i percipiranje marke. Važnost naziva dovela je do toga da praktičari obraćaju veliku pozornost određivanju naziva marke za proizvode. S rastom novih malih i srednjih poduzeća u Indoneziji, važno je proučiti kako ona dodjeljuju nazive svojim proizvodima. Konkretnije, cilj je analizirati kako različito oblikovanje naziva marke utječe na preferenciju potrošača. Metodološki pristup-Istraživanje primjenjuje 3x2 eksperimentalnu metodu u kojoj su ispitanici izloženi trima vrstama izmišljenih naziva marke; podudarajućem (npr. Coff ee Corner), nepodudarajućem (npr. d'Coff ee Corner), te izrazito nepodudarajućem (npr. d'Koff ee Korner). Procjena je provedena kroz njihove preferencije u odnosu na tri vrste podudarnosti naziva marke te uporabu indonezijskog i engleskog jezika u markama. Za analizu je korištena dvosmjerna ANOVA. Rezultati i implikacije-Rezultati su pokazali da su podudarajući u usporedbi s nepodudarajućim i vrlo nepodudarajućim nazivima marke imali najveći utjecaj na preferenciju potrošača. Međutim uporaba indonezijskog i engleskog jezika u markama nije pokazala značajnu razliku u potrošačkim preferencijama.

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Branding in the digital era: new directions for research on customer-based brand equity

Swaminathan

2016

AMS Rev

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How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective

Cited by 26 publications

References 23 publications

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Incongruence in Brand Names and Its Effect on Consumer Preference

Branding in the digital era: new directions for research on customer-based brand equity

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