Date: March 5, 2021
Description:Co-branding is becoming increasingly popular. Marketers use this brand strategy in attempting to transfer the positive associations of the parent brands to a newly formed co-brand. The strategy provides a way for companies to combine forces so that their marketing efforts work in synergy. However, it is possible that consumers’ evaluations toward one brand will impact their evaluations of the brand that it is paired with. This research examined the specific components of brand fit, in particular, how the fundamental components of brand image consistency, brand personality similarity, and brand extension authenticity interact between parent brands, transfer their quality to the co-brand, and contribute to the perceived brand fit.