What parameters need to be focused while Co- Branding for Indian consumers?

Marketing Analytics

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand strategies are central to marketing, yet the impact of perceptions of parent brands on consumers’ perceptions of cobrand has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (FMCG, Music service, and smart Mastercard). The data are collected via structured questionnaires resulting in 274 valid responses. The data are analyzed employing Partial Least Squares- based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship of the parent brands, product fit, Attitude, brand loyalty along with perceived quality of the partner brands. Findings – The results confirm brand loyalty as a robust indicator of consumer evaluation of cobrands. Attitude towards the partner brands are positively related to cobrand perceptions. In addition, perceived quality significantly relate to brand loyalty and Relationship with brand significantly related to attitude towards brand, confirming cobranding as a viable strategy for partner brands. Research limitations/implications – The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications – Managers should design cobrand based on existing perceptions of the partner brands that is focusing on brand loyalty, attitude and perceived quality. Originality/value – The study demonstrates the focal role of variable of partner brands in consumer evaluation of cobrands.

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