Brand positioning as a determinant of consumer attitudes towards co-brands

Kalafatis, Stavros, Singh, Jaywant and Blankson, Charles (2013) Brand positioning as a determinant of consumer attitudes towards co-brands. In: 42nd European Marketing Academy (EMAC) Annual Conference 2013: Lost in Translation: Marketing in an Interconnected World; 4-7 Jun 2013, Istanbul, Turkey.

Full text not available from this archive.

Abstract

The popularity of co-branding as a brand management strategy has led to several studies measuring consumer attitudes towards co-brands. However the impact of positioning strategies of the partner brands on co-brand attitudes has not been investigated yet, despite the evidence that positioning strategies impact brand associations and consequently brand attitude evaluation. We introduce and test a new measure, the positioning fit, by calculating the differences and similarities in the consumer perceptions of partner brands’ positioning strategies. Employing a quasi-experimental design, we investigate pathways based on PLS-SEM. The results demonstrate that positioning fit is a determinant of consumer evaluation towards co-brands.

Item Type: Conference or Workshop Item (Paper)
Event Title: 42nd European Marketing Academy (EMAC) Annual Conference 2013: Lost in Translation: Marketing in an Interconnected World
Organising Body: European Marketing Academy
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: 13 Jun 2013 15:44
Last Modified: 25 Sep 2017 09:30
URI: http://eprints.kingston.ac.uk/id/eprint/25883

Actions (Repository Editors)

Item Control Page Item Control Page