Successful brand alliance and its negative spillover effect on a host brand: Test of cognitive responses

Ji Yeon Suh, Se-Bum Park

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

The current research demonstrates that a high-favorabilityhost brand can benefit from co-branding with a moderate-favorabilitypartner brand due to greater (fewer) positive (negative) cognitiveresponses. By contrast, a moderate-favorability host brand canenhance the evaluation of its co-branded product by partnering ahigh-favorability partner because the partner brand can facilitatemore positive cognitive responses while blocking cognitiveresponses. We also found that a high-favorability partner brandmay do more harm than good to a moderate-favorability hostbrand's new product because the partner brand does not block theactivation of counter-arguments after co-branding is terminated.

Original languageEnglish
Pages (from-to)243-246
Number of pages4
JournalAdvances in Consumer Research
Volume36
Publication statusPublished - 2009 Dec 1

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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