A Framework to Predict t he Change of Attitude toward s Co Branding

Abstract

Co-branding has been growing rapidly in recent years. It is widely used to improve consumer’s brand knowledge of the parent brands. Various theories have been used to assess consumer’s attitude towards co-branding. However, there is neither a single framework nor a structured process that explains the process of consumer’s attitude formation. In this study, the authors developed a conceptual model that consists of established consumer’s attitude formation theories. The model describes various consumer experiences that occur from being exposed with co-branding to the attitude formation. The model can be a useful tool to predict consumer’s attitude towards co-branding. The ability to do this will assist marketers to choose a suitable brand for their co-branding initiative. In the end, it will avert marketers from wasting their marketing budgets caused by a failed co-branding effort.