Effect of Cobranding on Consumer Product Evaluations

Clayton Hillyer, American International College
Surinder Tikoo, University of Connecticut
ABSTRACT - Cobranding, in which a product features more than one brand name, is being used increasingly by marketers. This paper uses current process models of attitude formation and change as an overall framework to discuss two important and interrelated issues with respect to cobranding: 1) how does cobranding influence consumer brand evaluations 2) and under what conditions is cobranding a useful brand strategy to adopt. The paper identifies and discusses the specific processes by which cobranding influences consumer product evaluations. This discussion is used to generate managerially relevant propositions about when cobranding will be an effective strategy to adopt.
[ to cite ]:
Clayton Hillyer and Surinder Tikoo (1995) ,"Effect of Cobranding on Consumer Product Evaluations", in NA - Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 123-127.