Successful Brand Alliance and Its Negative Spillover Effect on a Host Brand: Test of the Cognitive Response Hypothesis

Ji-Yeon Suh, Korea Advanced Institute of Science and Technology, Republic of Korea
Se-Bum Park, Korea Advanced Institute of Science and Technology, Republic of Korea
The current research demonstrates that a high-favorability host brand can benefit from co-branding with a moderate-favorability partner brand due to greater (a fewer) positive (negative) cognitive responses. By contrast, a moderate-favorability host brand can enhance the evaluation of its co-branded product by partnering a high-favorability partner because the partner brand can facilitate more positive cognitive responses while blocking cognitive responses. We also found that a high-favorability partner brand may do more harm than good to a moderate-favorability host brand’s new product because the partner brand does not block the activation of counter-arguments after co-branding is terminated.
[ to cite ]:
Ji-Yeon Suh and Se-Bum Park (2009) ,"Successful Brand Alliance and Its Negative Spillover Effect on a Host Brand: Test of the Cognitive Response Hypothesis", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 243-247.