Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products
Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products’ success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand.
MARC MAZODIER, M.M. et MERUNKA, D. (2014). Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products. Journal of Business Research, 67(7), pp. 1552-1558.