Explaining Behavioural Intentions Toward Co-Branded Products

Abstract:     
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, M37

Accepted Paper Series