Abstract

http://ssrn.com/abstract=929120
 
 

References (74)



 


 



Explaining Behavioural Intentions Toward Co-Branded Products


Bernd Helmig


Department of Business Administration, Chair Public & Nonprofit Management

Jan-Alexander Huber


Bain & Company

Peter S.H. Leeflang


University of Groningen - Faculty of Economics and Business


Journal of Marketing Management, Forthcoming

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





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Date posted: September 12, 2006  

Suggested Citation

Helmig, Bernd and Huber, Jan-Alexander and Leeflang, Peter S.H., Explaining Behavioural Intentions Toward Co-Branded Products. Journal of Marketing Management, Forthcoming. Available at SSRN: http://ssrn.com/abstract=929120

Contact Information

Bernd Helmig (Contact Author)
Department of Business Administration, Chair Public & Nonprofit Management ( email )
L 5,4
Mannheim, D-68131
Germany
+49 621 181-1727 (Phone)
+49 621 181-1728 (Fax)
HOME PAGE: http://helmig.bwl.uni-mannheim.de
Jan-Alexander Huber
Bain & Company ( email )
Karlsplatz 1
D-80335 Munich, 02118
Germany
Peter S.H. Leeflang
University of Groningen - Faculty of Economics and Business ( email )
Postbus 72
9700 AB Groningen
Netherlands
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