How Brand Attitude and Loyalty Are Affected By Co-Branding Types: the Role of Brand Identification

The goal of this research is to study how consumers’ attitude and loyalty to an emotional brand is affected by co-branding types, which change their perception of the emotional brand’s identity value. Furthermore, identification to the brand is proposed to moderate the relationship between co-branding types and consumers’ attitude and loyalty. Specifically, for highly identified consumers, attitude of the brand alliance is more damaged when the identified emotional brand is co-branded with a functional one than with an emotional one. In contrast, for lowly identified consumers, attitude of the alliance decreases more when the emotional brand is co-branded with another emotional one. And loyalty of the emotional brand is more robust for highly identified consumers when co-branding types change.

Citation:

na xiao, Fang Wan, and Jill Lei (2011) ,"How Brand Attitude and Loyalty Are Affected By Co-Branding Types: the Role of Brand Identification ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 619-620.