The Influence of Parent Brands Commitment On Consumers’ Atitude Toward Co-Branding Between Those Brands
Abstract: This paper examines
the influence of parent brands' commitment on consumers' attitude toward
co-branding. Co-branding refers to the combination of two brand names to launch
a single and unique product for a short to long term cooperation. Two
experiments were conducted to test the hypotheses. The 82 subjects were exposed
to two sessions of experiment; evaluations on each brand with no co-branding,
evaluations on co-branding. Consumers' attitude was derived through obtaining
consumers' perception on brand
personality and favorability. The findings
showed that parent
brands with high commitment received more positive
attitude compared to parent brands with low commitment.
Author: Azizah Nur Aisyah, Reza
Ashari Nasution
Journal Code: jpmanajemengg100015
