"Survival of the Fittest: The Multi-faceted Role of Fit in Co-branding"

Pruppers, Roger; Ouwersloot, Hans; Lemmink, Jos
January 2005
Advances in Consumer Research;2005, Vol. 32 Issue 1, p245
Academic Journal
This article focuses on a study which examines the impact of perceived similarity or fit on evaluations of composite brand extensions. It is built on brand extension and co-branding literature and is drawn from categorization theory. This experiment addresses the impact of product fit and brand fit, as well as the 2- and 3-way interactions between the different types of fit. The results of the study deliver insights into consumers' evaluation processes of complex branded entities and provide practical recommendations for selecting a co-branding partner.


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