Warmer But Less Competent: When Co-Branding Helps Or Hurts Less-Known Brands

We show that whether co-branding with a well-known brand will be beneficial or detrimental for a less-known brand depends on consumers’ focus on warmth versus competence when evaluating the less-known brand. We show that co-branding with a well-known brand increases perceived warmth but decreases perceived competence of a less-known brand.

Citation:

Ke Zhang, Sara Kim, and Echo Wen Wan (2016) ,"Warmer But Less Competent: When Co-Branding Helps Or Hurts Less-Known Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 768-768.