Co-branding factors influence customer preference towards co-branded products impacted by constituent brands

Abstract

In order to survive in today’s competitive market on a global base, companies are using many strategies to utilize existing investments and capture customer attention by emphasizing brand equity. Among all kinds of choices, the co-branding strategy, a common practice in the brand alliance, is efficient and effective for branding. When there are thousands of choices of co-branded products in the market for customers to choose, companies need to be aware of factors drive some successful co-branded products attractive and retentive. Inspired by this thought, this research is able to figure out brand personality, brand awareness, product fit and brand fit as significant drivers to customer preference towards co-branded products as well as their strength on it. It also constructs regression models for each hypothesis to support creditable interrelations among variables.