The Impact of Co-Branding on the Ingredient Brand : an Information Processing Perspective

Co-branding is extensively used as a marketing strategy. In two studies, we find that the type of information processing impacts the evaluation of the ingredient brands. Under low motivation conditions that engender heuristic processing, ingredient brands are evaluated more (vs. less) favorably when they are co-branded with a more (vs. less) favorably evaluated host brand. Under conditions of high motivation that engenders systematic processing, ingredient brands are evaluated more (vs. less) favorably when they are co-branded with a less (vs. more) favorably evaluated host brand. In Study 2, we show that this effect holds for search attributes (vs. experience attributes).



Citation:

D Maheswaran and Pragya Mathur (2006) ,"The Impact of Co-Branding on the Ingredient Brand : an Information Processing Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 4-4.

Authors

D Maheswaran, New York University, USA
Pragya Mathur, New York University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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