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.

Authors

Ke Zhang, The University of Hong Kong, Hong Kong
Sara Kim, The University of Hong Kong, Hong Kong
Echo Wen Wan, The University of Hong Kong, Hong Kong



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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