Explaining Behavioural Intentions Toward Co-Branded Products

Journal of Marketing Management, Forthcoming

39 Pages Posted: 12 Sep 2006  

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

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.

Keywords: Co-branded products, Behavioural intentions, Brand attitudes, Consumer motives, Brand/Product fit

JEL Classification: M10, M31, M37

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: https://ssrn.com/abstract=929120

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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