If It Is My Brand, I Like All of Its Friends: Brand Identity Fit in Co-Branding

As an important driver of brand success, brand identity facilitates consumers to connect to a brand at deeper levels. We argue that brand identity fit of two brand partners should affect how consumers evaluate their brand alliance. In three studies, we investigate how consumers’ identification with a brand moderates the relationship between brand identity fit/misfit and attitude towards the brand alliances. We further examine when facing brand alliance misfit, how consumers of a loyal brand partner employ coping strategies to maintain their loyalty.



Citation:

na xiao and fang wan (2011) ,"If It Is My Brand, I Like All of Its Friends: Brand Identity Fit in Co-Branding ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .

Authors

na xiao, Queen's University
fang wan, University of Manitoba



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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