Co-Branding in Advertising: the Issue of Category and Image Fit

This paper examines the importance of category and image fit for a joint advertising alliance using top-down versus bottum-up advertising processing. The results show that product and image fit are equally effective in producing a positive attitude change towards the focal brand, irrespective of the advertising strategy used. Moreover, although consumers appeared to process all fit cues, a dual fit (category and image fit) did not lead to a more positive brand attitude change than a single fit (either category or image fit), whereas no fit did not impact the attitude towards the focal brand.


Maggie Geuens, Claude Pecheux, Iris Vermeir, and Tine Faseur (2008) ,"Co-Branding in Advertising: the Issue of Category and Image Fit", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 133-134.


Maggie Geuens, Ghent University, Belgium
Claude Pecheux, FUCAM, Belgium
Iris Vermeir, Hogeschool Ghent, Ghent University, Belgium
Tine Faseur, Ghent University, Belgium


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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