Explaining behavioural intentions toward co-branded products
Authors: Helmig, Bernd; Huber, Jan-Alexander; Leeflang, Peter
Source: Journal of Marketing Management, Volume 23, Numbers 3-4, April 2007 , pp. 285-304(20)
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.
Document Type: Research article
Publication date: 2007-04-01