2-Q: Low Fit in Co-Branding: Explaining the Success of Designer-For-Retailer Collaborations

The current research finds that co-branded collaborations between low-cost retailers and high-end designers are attractive to consumers due to a ‘misfit’ between collaboration partners, providing consumers with access to otherwise inaccessible products. The designer’s creative control moderates demand. Ironically, product attractiveness is attenuated if prices are lower than expected. 


Gabriel Gonzales, Johanna Slot, and Margaret Meloy (2017) ,"2-Q: Low Fit in Co-Branding: Explaining the Success of Designer-For-Retailer Collaborations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1029-1029.


Gabriel Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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