Show simple item record

dc.contributor.authorDickinson, Sonia
dc.contributor.authorHeath, Tara
dc.date.accessioned2017-01-30T14:48:19Z
dc.date.available2017-01-30T14:48:19Z
dc.date.created2014-10-28T02:23:11Z
dc.date.issued2008
dc.identifier.citationDickinson, S. and Heath, T. 2008. Cooperative brand alliances: how to generate positive evaluations. Australasian Marketing Journal. 16 (2): pp. 22-38.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/41129
dc.identifier.doi10.1016/S1441-3582(08)70012-0
dc.description.abstract

This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of ‘parent brand fit’ on how consumers evaluate co brands received mixed results.

dc.publisherANZMAC
dc.titleCooperative brand alliances: how to generate positive evaluations
dc.typeJournal Article
dcterms.source.volume16
dcterms.source.number2
dcterms.source.startPage22
dcterms.source.endPage38
dcterms.source.issn14413582
dcterms.source.titleAustralasian Marketing Journal
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record