Consumer evaluation of cobrands: the role of brand positioning strategies

Singh, Jaywant, Kalafatis, Stavros, Blankson, Charles and Passera, Mark (2012) Consumer evaluation of cobrands: the role of brand positioning strategies. In: International Conference on Contemporary Marketing Issues (ICCMI) 2012; 13-15 Jun 2012, Thessaloniki, Greece. ISBN 9789602871409

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Abstract

Cobrands (or brand alliances) are increasingly popular as a viable strategic option for commercial success. Yet the impact of perceptions towards the parent brands’ positioning strategies on consumer evaluation of the cobrands has not been investigated so far. Our study examines the role of positioning strategies in consumer evaluation of cobrands. Employing an experimental design, we create three cobranding scenarios in different product categories (tablets, cosmetics and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. In line with the conceptual model and research objectives, consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit. The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Our finding suggests that post-positioning strategies of parent brands are influenced by positioning of the cobrand, which in turn is influenced by the positioning of the parent brands in the alliance. Parent brands were found to ‘adopt’ the positioning perception of its partner. The findings have managerial implications for designing appropriate positioning strategies for cobrands. The study identifies a number of further research areas. Keywords: brand positioning, brand alliances, quasi-experimental design, brand fit, product fit

Item Type: Conference or Workshop Item (Paper)
Event Title: International Conference on Contemporary Marketing Issues (ICCMI) 2012
Organising Body: Alexander Technological University, Thessaloniki and Bucks New University, U.K.
Additional Information: ISBN refers to full proceedings on CD.
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Depositing User: Jaywant Singh
Date Deposited: 06 Aug 2012 12:54
Last Modified: 06 Aug 2012 12:54
URI: http://eprints.kingston.ac.uk/id/eprint/23397

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