Explaining Behavioural Intentions Toward Co-Branded Products
University of Mannheim - Department of General, Public and Nonprofit Management
Bain & Company
Peter S.H. Leeflang
University of Groningen - Faculty of Economics and Business
Journal of Marketing Management, Forthcoming
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.
Number of Pages in PDF File: 39
Keywords: Co-branded products, Behavioural intentions, Brand attitudes, Consumer motives, Brand/Product fit
JEL Classification: M10, M31, M37Accepted Paper Series
Date posted: September 12, 2006
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