Explaining behavioural intentions toward co-branded products

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Abstract:

The authors develop a conceptual model of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonin/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors) on behavioural intention. Marketers should gain a detailed understanding of consumers' perceptions of product and brand fit with partner brands and establish positive associations before leveraging a brand as a co-branded product. Buying intentions for co-branded products can be increased by marketing to brand-conscious consumers, consumers with variety-seeking tendencies, and highly involved consumers.

Keywords: BEHAVIOURAL INTENTIONS; BRAND ATTITUDES; BRAND/PRODUCT FIT; CO-BRANDED PRODUCTS; CONSUMER MOTIVES

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725707X196387

Publication date: April 1, 2007

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