Loyalty Can Engender Blind Acceptance: Brand Identification and Brand Identity Fit in Co-Branding

Na Xiao, University of Winnipeg, Canada
Fang Wan, University of Manitoba, Canada
As an important driver of brand success, brand identity facilitates consumers to connect to a brand at deeper levels. However, brand identity fit as an important criterion to gauge co-branding has been rarely explored in previous literature. In three studies, we investigate how consumers’ identification with a brand moderates the relationship between brand identity fit/misfit and attitude towards the brand alliances. We further examine when facing brand alliance misfit, how consumers of a loyal brand partner employ coping strategies to maintain their loyalty.
[ to cite ]:
Na Xiao and Fang Wan (2011) ,"Loyalty Can Engender Blind Acceptance: Brand Identification and Brand Identity Fit in Co-Branding ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 833-835.