Explaining Behavioural Intentions Toward Co-Branded Products

Helmig, Berndt and Huber, Jan-Alexander and Leeflang, Peter S.H. (2006) Explaining Behavioural Intentions Toward Co-Branded Products. [Working Paper]. p. 39. Working Paper Series Marketing (No. 1/2006).

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The authors develop a conceptual model, of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonon/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors) on behavioural intention. Marketers should gain a detailed understanding of consumers' perceptions of product and brand fit with partner brands and establish positive associations before leveraging a brand as a co-branded product. Buying intentions for co-branded products can be increased by marketing to brand-conscious consumers, consumers with variety-seeking tendencies, and highly involved consumers.

Item Type:Report / Paper (Working Paper)
Research documents and activity classification:Working Papers > Refereed Working Papers / of international relevance
Divisions:Department of Business and Management
Additional Information:The latest version of this paper has been published in "Journal of Marketing Management", Vol. 23 (3/4), Pages 285-304, April 2007.
Uncontrolled Keywords:Co-branded products; Behavioural intentions; Brand attitudes; Consumer motives; Brand/Product fit.
MIUR Scientific Area:Area 13 - Economics and Statistics > SECS-P/08 Corporate Finance
Deposited By:Maria Teresa Nistico
Deposited On:06 Dec 2010 12:19
Last Modified:06 Dec 2010 13:09

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