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Journal articles (2014), Journal of Business Research, 67 (7), pp. 1552-1558

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. Link to the article

MARC MAZODIER, M.M. and MERUNKA, D. (2014). Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products. Journal of Business Research, 67(7), pp. 1552-1558.