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dc.contributor.authorGeuens, Maggie
dc.contributor.authorPecheux, C.
dc.date.accessioned2017-12-02T14:23:32Z
dc.date.available2017-12-02T14:23:32Z
dc.date.issued2006
dc.identifier.urihttp://hdl.handle.net/20.500.12127/1985
dc.description.abstractThree studies are conducted to investigate co-branding in advertising by manipulating product and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (top-down versus bottom up) were also taken into account. The results show that either product or brand fit is sufficient to produce positive attitudes towards the core brand in case of a high image core brand. However, these results do not hold for core brands with a neutral image. In that case, brands better team up with a brand possessing high product fit and/or a positive image instead of a similar image.
dc.language.isoen
dc.subjectBranding
dc.titleCo-branding in advertising: the issue of product and brand-fit
refterms.dateFOA2019-10-14T12:44:42Z
dc.source.issue17
dc.source.numberofpages33
vlerick.knowledgedomainMarketing & Sales
vlerick.supervisor
vlerick.typecommWorking paper
vlerick.vlerickdepartmentMKT
dc.relation.urlhttp://public.vlerick.com/Publications/4a642c0d-6aa9-e011-8a89-005056a635ed.pdf
dc.identifier.vperid51213
dc.identifier.vperid140990
dc.identifier.vpubid2222


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