Fusing products and brands: When does partnering pay off?

The goal of this study was to examine consumer reactions towards branded hybrid product. We examined how consumers interpret and evaluate hybrids with a single brand vs. multiple brands. The results show that consumers are more likely to interpret a product symmetrically (i.e., give equal status to both categories) when two category cues are...

Co-branding: A brand partnership and a new product

Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the current literature on cobranding focuses on either...