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.

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.

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