Riding coattails: When co-branding helps versus hurts less-known brands

Marcus Cunha, Mark R. Forehand, Justin W. Angle

Research output: Contribution to journalArticlepeer-review

48 Scopus citations


New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded product are presented simultaneously with the co-branding information. In this case, the results of co-branding instead follow the predictions of adaptive-learning theory which posits that consumers may differentially associate each brand with the outcome as a result of cue interaction effects. Three experiments show that the presence of a well-known brand canweaken or strengthen the association between the less-known brand and the co-branding outcome depending on the timing of the presentation of product benefit information. When this information was presented simultaneously with co-branding information (at a delay after co-branding information), the presence of a well-known brand weakened (strengthened) the association of the less-known brand with the outcome and thereby lowered (improved) evaluation of the less-known brand.

Original languageEnglish
Pages (from-to)1284-1300
Number of pages17
JournalJournal of Consumer Research
Issue number5
StatePublished - 2015


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