2-Q: Low Fit in Co-Branding: Explaining the Success of Designer-For-Retailer Collaborations

Gabriel Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
The current research finds that co-branded collaborations between low-cost retailers and high-end designers are attractive to consumers due to a ‘misfit’ between collaboration partners, providing consumers with access to otherwise inaccessible products. The designer’s creative control moderates demand. Ironically, product attractiveness is attenuated if prices are lower than expected. 
[ to cite ]:
Gabriel Gonzales, Johanna Slot, and Margaret Meloy (2017) ,"2-Q: Low Fit in Co-Branding: Explaining the Success of Designer-For-Retailer Collaborations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1029-1029.