Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

@article{Decker2016ConsumerPO,
  title={Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit},
  author={Caroline Decker and Annika Baade},
  journal={Journal of Brand Management},
  year={2016},
  volume={23},
  pages={648-665}
}
This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot… 
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