Riding Coattails
When Co-Branding Helps versus Hurts Less-Known Brands
Bibliographic Data
| ID | 2224239 |
|---|---|
| Authors | Marcus Cunha (0000-0003-2491-247X), Mark R Forehand, Mark Forehand (0000-0002-1973-6400, University of Washington), Justin W Angle (0000-0003-4331-060X, University of Montana) |
| Year | 2015 |
| Volume | 41 |
| Issue | 5 |
| Pages | 1284-1300 |
| Publication date | 2015-02-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/679119 |
| OpenAlex | W2146815169 |
| Language | EN |
| Citations received | 8 |
| References cited | 57 |
New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive-learning theory which posits that consumers may differentially associate each brand with the outcome as a result of cue interaction effects. Three experiments show that the presence of a well-known brand can weaken or strengthen the association between the less-known brand and the co-branding outcome depending on the timing of the presentation of product benefit information. When this information was presented simultaneously with co-branding information (at a delay after co-branding information), the presence of a well-known brand weakened (strengthened) the association of the less-known brand with the outcome and thereby lowered (improved) evaluation of the less-known brand
Advertising · Association (psychology) · Brand awareness · Brand management · Business · Corporate branding · Economics · Microeconomics · Outcome (game theory) · Product (mathematics) · Yield (engineering) · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Digital Marketing and Social Media · Marketing · Mathematics · Psychology
From believer to buyer
Navigating the Aftermath
Temporal contiguity determines overshadowing and potentiation of human Action-Outcome performance
The bilateral image flow in sponsorship
Shared Brand Equity
Overcoming the monster
When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness
The Many-Faced Consumer
Consumer Inference
A theory of attention
A model for Pavlovian learning
The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
Association learning of likes and dislikes
Augmentation in contingency learning under time pressure
All Cues are not Created Equal
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
Brands as Product Coordinators
Implicit Self-Referencing
Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes
Reconsidering Baron and Kenny
Asymmetries in the Sequential Learning of Brand Associations
Protection of Prior Learning in Complex Consumer Learning Environments
Determinants of Trademark Dilution
Brand Synthesis
Two Ways of Learning Brand Associations
Consumer Learning and Brand Equity
| Unique citing works | 8 |
|---|---|
| Citations per year | 1,33 |
| Citation span | 2020 - 2025 (6) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 8 |