Riding Coattails: When Co-Branding Helps Versus Hurts Less-Known Brands

Marcus Cunha Jr., University of Georgia, USA
Mark Forehand, University of Washington, USA
Justin W. Angle, University of Montana, USA
Co-branding is thought to generate favorable evaluations of unknown brands via transfer of associations from established brands. This positive effect, however, is not universal. Three experiments demonstrate that brands are both harmed or helped by partnering with established brands and support a single associative learning account for these opposing effects.
[ to cite ]:
Marcus Cunha Jr., Mark Forehand, and Justin W. Angle (2013) ,"Riding Coattails: When Co-Branding Helps Versus Hurts Less-Known Brands", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.