Brand Image Perceptions in Co-Branding: An Exploratory Study

Abstract

Co-branding provides a possible way to create brand associations and to reinforce the images of partnering brands. At the same time, important associations can be transferred from the partnering brands to a new, unknown co-brand. However, no prior study has investigated in detail which particular associations are transferred from the partnering brands to the new co-branded product or how these associations contribute to the co-brand’s image. Furthermore, prior research has not investigated the brand association network of a co-branded product in more detail and applied Keller’s (1993) seminal work on brand equity, and thus brand image. Against this background, the aim of this article is to empirically investigate brand image perceptions in the field of co-branding by using the brand concept maps approach. To be more precise, we examine in how far the brand association network of a co-branded product consists of brand associations that contribute to the image of the allying parent brands. The results reveal that both a transfer of brand associations that determine the image of the partnering brands as well as a potential loss of important brand associations through the co-brand alliance can be observed. Thus, investigating brand image perceptions by means of brand association networks in co-branding might be a promising way to gain early insights in the potential success of co-branded products.