Co-branding partner selection: The importance of belief revision
Co-branding partner selection: The importance of belief revision
Author(s): Chia-Lin Lee, Reinhold DeckerSubject(s): Marketing / Advertising, Socio-Economic Research
Published by: Vilnius Gediminas Technical University
Keywords: belief-revision; co-branding; partner selection; stereotype change; book-keeping; sub-typing;
Summary/Abstract: This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.
Journal: Journal of Business Economics and Management
- Issue Year: 17/2016
- Issue No: 4
- Page Range: 546-563
- Page Count: 18
- Language: English