How positioning strategies affect co-branding outcomes

References

• Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41.10.2307/1252171
   Web of Science ®Google Scholar
• Anderson, N. H. (1981). Foundations of information integration theory. New York, NY: Academic Press.
   Google Scholar
• Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27, 662–678.
   Web of Science ®Google Scholar
• Baumgarth, C. (2004). Evaluations of co‐brands and spill‐over effects: Further empirical results. Journal of Marketing Communications, 10, 115–131.10.1080/13527260410001693802
   Google Scholar
• Berthon, P., Pitt, L. F., & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62, 356–361.10.1016/j.jbusres.2008.05.015
   Web of Science ®Google Scholar
• Besharat, A. (2010). How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach. Industrial Marketing Management, 39, 1240–1249.10.1016/j.indmarman.2010.02.021
   Web of Science ®Google Scholar
• Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111–122.10.1016/S0148-2963(99)00115-0
   Web of Science ®Google Scholar
• Biswas, D., Labrecque, L. I., Lehmann, D. R., & Markos, E. (2014). Making choices while smelling, tasting, and listening: The role of sensory (dis)similarity when sequentially sampling products. Journal of Marketing, 78, 112–126.10.1509/jm.12.0325
   Web of Science ®Google Scholar
• Blankson, C., & Kalafatis, S. P. (2004). The development and validation of a scale measuring consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Management, 20, 5–43.10.1362/026725704773041113
   Google Scholar
• Bottomley, P. A., & Holden, S. J. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38, 494–500.10.1509/jmkr.38.4.494.18901
   Web of Science ®Google Scholar
• Bouten, L. M., Snelders, D., & Hultink, E. J. (2011). The impact of fit measures on the consumer evaluation of new co-branded products. Journal of Product Innovation Management, 28, 455–469.10.1111/jpim.2011.28.issue-4
   Web of Science ®Google Scholar
• Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31, 214–228.10.2307/3152195
   Web of Science ®Google Scholar
• Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Journal of Marketing Research, 31, 339–350.10.2307/3152221
   Web of Science ®Google Scholar
• Chin, W. W., & Newsted, P. R. (1999). Structural equation modelling analysis with small samples using partial least squares. In I. Hoyle (Ed.), Statistical strategies for small sample research (pp. 307–341). Thousand Oaks, CASage.
   Google Scholar
• Cohen, J. B., & Basu, K. 1987). Alternative models of categorization: Toward a contingent processing framework. Journal of Consumer Research, 13, 455–472.10.1086/jcr.1987.13.issue-4
   Google Scholar
• Crawford, C. M. (1985). A new positioning typology. Journal of Product Innovation Management, 2, 243–253.10.1016/0737-6782(85)90024-4
   Web of Science ®Google Scholar
• Day, G. S., & Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52, 1–20.10.2307/1251261
   Web of Science ®Google Scholar
• Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66, 73–93.10.1509/jmkg.66.1.73.18450
   Web of Science ®Google Scholar
• Ellson, T. (2004). Culture and positioning as determinants of strategy. Personality and the business organization. Basingstoke: Palgrave Macmillan.10.1057/9780230509818
   Google Scholar
• Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7, 131–157.10.1207/s15327663jcp0702_02
   Google Scholar
• Eryigit, C., & Eryigit, M. (2014). Understanding the effectiveness of positioning bases with regard to customer perceptions. Journal of Global Marketing, 27, 85–93.10.1080/08911762.2013.864371
   Google Scholar
• Faems, D., Van Looy, B., & Debackere, K. (2005). Interorganizational collaboration and innovation: Toward a portfolio approach. Journal of Product Innovation Management, 22, 238–250.10.1111/jpim.2005.22.issue-3
   Web of Science ®Google Scholar
• Fiske, S. T., & Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino & E. T. Higgins (Eds.), The handbook of motivations and cognition: Foundations of social behavior (pp. 167–203). Guidlford: New York, NY.
   Google Scholar
• Fiske, S. T., & Taylor, S. E. (1991). Social cognition. New York, NY: McGraw-Hill.
   Google Scholar
• Fleck, N., Michel, G., & Gatignon, H. (2012). The dual process of co-branded new products: Why fit is not all that matters ( INSEAD Working Paper Series). Fontainebleau: INSEAD.
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.10.2307/3151312
   Web of Science ®Google Scholar
• Friedmann, R., & Lessig, V. P. (1987). Psychological meaning of products and product positioning. Journal of Product Innovation Management, 4, 265–273.10.1016/0737-6782(87)90030-0
   Web of Science ®Google Scholar
• Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44, 1763–1786.10.1108/03090561011079873
   Web of Science ®Google Scholar
• Geylani, T., Inman, J. J., & Hofstede, F. T. (2008). Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27, 730–744.10.1287/mksc.1070.0326
   Web of Science ®Google Scholar
• Haenlein, M., & Kaplan, A. M. (2004). A beginner's guide to partial least squares analysis. Understanding Statistics, 3, 283–297.10.1207/s15328031us0304_4
   Google Scholar
• Helmig, B., Huber, J., & Leeflang, P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23, 285–304.10.1362/026725707X196387
   Google Scholar
• Hillyer, C., & Tikoo, S. (1995). Effect of cobranding on consumer product evaluations. Advances in Consumer Research, 22, 123–127.
   Google Scholar
• Hoegg, J., & Alba, J. W. (2011). Seeing is believing (too much): The influence of product form on perceptions of functional performance. Journal of Product Innovation Management, 28, 346–359.10.1111/jpim.2011.28.issue-3
   Web of Science ®Google Scholar
• Hooley, G., Broderick, A., & Möller, K. (1998). Competitive positioning and the resource-based view of the firm. Journal of Strategic Marketing, 6, 97–116.10.1080/09652549800000003
   Google Scholar
• Hooley, G., Greenley, G., Fahy, J., & Cadogan, J. (2001). Market-focused resources, competitive positioning and firm performance. Journal of Marketing Management, 17, 503–520.10.1362/026725701323366908
   Google Scholar
• James, D. O., Lyman, M., & Foreman, S. K. (2006). Does the tail wag the dog? Brand personality in brand alliance evaluation. Journal of Product & Brand Management, 15, 173–183.
   Google Scholar
• Johan Lanseng, E., & Erling Olsen, L. (2012). Brand alliances: The role of brand concept consistency. European Journal of Marketing, 46, 1108–1126.10.1108/03090561211247874
   Web of Science ®Google Scholar
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.10.2307/1252054
   Web of Science ®Google Scholar
• Kim, C. K., Lavack, A. M., & Smith, M. (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52, 211–222.10.1016/S0148-2963(99)00107-1
   Web of Science ®Google Scholar
• Knox, S. (2004). Positioning and branding your organisation. Journal of Product & Brand Management, 13, 105–115.
   Google Scholar
• Kumar, P. (2005). The impact of cobranding on customer evaluation of brand counter extensions. Journal of Marketing, 69(3), 1–18.
   Web of Science ®Google Scholar
• Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21, 509–531.
   Web of Science ®Google Scholar
• Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & Marketing, 24, 421–444.
   Web of Science ®Google Scholar
• Lebar, E., Buehler, P., Keller, K. L., Sawicka, M., Aksehirli, Z., & Richey, K. (2005). Brand equity implications of joint branding programs. Journal of Advertising Research, 45, 413–425.
   Web of Science ®Google Scholar
• Lee, J. K., Lee, B. K., & Lee, W. N. (2013). Country-of-origin fit’s effect on consumer product evaluation in cross-border strategic brand alliance. Journal of Business Research, 66, 354–363.10.1016/j.jbusres.2011.08.016
   Web of Science ®Google Scholar
• Lee, M., & Ulgado, F. M. (1993). Services extension strategy: A viable basis for growth? Journal of Services Marketing, 7, 24–35.10.1108/08876049310038382
   Google Scholar
• Levin, I. P., & Levin, A. M. (2000). Modeling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9, 43–52.10.1207/s15327663jcp0901_4
   Web of Science ®Google Scholar
• Loken, B., Barsoaloou, L. W., & Joiner, C. (2008). Categorization theory and research in consumer psychology. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of consumer psychology (pp. 133–165). New York, NY: Psychology Press.
   Google Scholar
• Lye, A., Venkateswarlu, P., & Barrett, J. (2001). Brand extensions: Prestige brand effects. Australasian Marketing Journal (AMJ), 9, 53–65.10.1016/S1441-3582(01)70175-9
   Google Scholar
• Lynch, Jr. J. G., Chakravarti, D., & Mitra, A. (1991). Contrast effects in consumer judgments: Changes in mental representations or in the anchoring of rating scales? Journal of Consumer Research, 18, 284–297.10.1086/jcr.1991.18.issue-3
   Web of Science ®Google Scholar
• Makri, M., Hitt, M. A., & Lane, P. J. (2010). Complementary technologies, knowledge relatedness, and invention outcomes in high technology mergers and acquisitions. Strategic Management Journal, 31, 602–628.
   Web of Science ®Google Scholar
• Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38, 471–484.10.1509/jmkr.38.4.471.18912
   Web of Science ®Google Scholar
• Martinez, E., & Pina, J. M. (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12, 432–448.
   Google Scholar
• Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16, 39–54.10.1086/jcr.1989.16.issue-1
   Web of Science ®Google Scholar
• Newmeyer, C. E., Venkatesh, R., & Chatterjee, R. (2014). Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Academy of Marketing Science, 42, 103–118.10.1007/s11747-013-0343-8
   Web of Science ®Google Scholar
• Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to increase sales. Journal of Marketing Research, 51, 647–656.10.1509/jmr.13.0438
   Web of Science ®Google Scholar
• Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33, 453–466.10.2307/3152216
   Web of Science ®Google Scholar
• Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185–193.10.1086/jcr.1991.18.issue-2
   Web of Science ®Google Scholar
• Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.10.1016/S0065-2601(08)60214-2
   Google Scholar
• Porter, M. E. (1996). What is strategy? Harvard Business Review, 74, 61–78.
   PubMed Web of Science ®Google Scholar
• Radighieri, J. P., John Mariadoss, B., Grégoire, Y., & Johnson, J. L. (2014). Ingredient branding and feedback effects: The impact of product outcomes, initial parent brand strength asymmetry, and parent brand role. Marketing Letters, 25, 123–138.10.1007/s11002-013-9231-8
   Web of Science ®Google Scholar
• Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87.
   Google Scholar
• Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36, 258–268.10.2307/3152097
   Web of Science ®Google Scholar
• Reynolds, T. J., Gengler, C. E., & Howard, D. J. (1995). A means-end analysis of brand persuasion through advertising. International Journal of Research in Marketing, 12, 257–266.10.1016/0167-8116(95)00025-W
   Google Scholar
• Ries, A., & Trout, J. (1986). Marketing warfare. Journal of Consumer Marketing, 3, 77–82.10.1108/eb008182
   Google Scholar
• Ringle, C. M., Wende, S., & Becker, J-M. (2014). Smart PLS 3. Hamburg: SmarltPLS. Retrieved from http://www.smartpls.com
   Google Scholar
• Rodrigue, C. S., & Biswas, A. (2004). Brand alliance dependency and exclusivity: An empirical investigation. Journal of Product & Brand Management, 13, 477–487.
   Google Scholar
• Sharp, B. M. (1993). Managing brand extension. Journal of Consumer Marketing, 10, 11–17.10.1108/07363769310041938
   Google Scholar
• Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, 30–42.10.2307/3151928
   Web of Science ®Google Scholar
• Singh, J., Kalafatis, S. P., & Ledden, L. (2014). Consumer perceptions of cobrands: The role of brand positioning strategies. Marketing Intelligence & Planning, 32, 145–159.
   Google Scholar
• Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12, 31–46.10.1086/jcr.1985.12.issue-1
   Web of Science ®Google Scholar
• Sujan, M., & Bettman, J. R. (1989). The effects of brand positioning strategies on consumers’ brand and category perceptions: Some insights from schema research. Journal of Marketing Research, 26, 454–467.10.2307/3172765
   Web of Science ®Google Scholar
• Swaminathan, V., Reddy, S. K., & Dommer, S. L. (2012). Spillover effects of ingredient branded strategies on brand choice: A field study. Marketing Letters, 23, 237–251.10.1007/s11002-011-9150-5
   Web of Science ®Google Scholar
• Tenenhaus, M., Vinzi, V. E., Chatelin, Y., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48, 159–205.
   Web of Science ®Google Scholar
• Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27, 67–82.10.1080/00913367.1998.10673543
   Web of Science ®Google Scholar
• Tybout, A. M., & Sternthal, B. (2005). Brand positioning. In D. Iacobucci (Ed.), Kellogg on marketing (pp. 31–57). Hoboken, NJ: Wiley.
   Google Scholar
• Vaidyanathan, R., & Aggarwal, P. (2000). Strategic brand alliances: Implications of ingredient branding for national and private label brands. Journal of Product & Brand Management, 9, 214–228.
   Google Scholar
• van der Lans, R., Van den Bergh, B., & Dieleman, E. (2014). Partner selection in brand alliances: An empirical investigation of the drivers of brand fit. Marketing Science, 33, 551–566.10.1287/mksc.2014.0859
   Web of Science ®Google Scholar
• Voss, K. E., & Gammoh, B. S. (2004). Building brands through brand alliances: Does a second ally help? Marketing Letters, 15, 147–159.10.1023/B:MARK.0000047390.01552.a2
   Web of Science ®Google Scholar
• Votola, N. L., & Unnava, H. R. (2006). Spillover of negative information on brand alliances. Journal of Consumer Psychology, 16, 196–202.10.1207/s15327663jcp1602_10
   Web of Science ®Google Scholar
• Wang, S. C., Soesilo, P. K., Zhang, D., & Di Benedetto, C. A. (2012). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of Taiwan. In S. Swan & S. Zou (Eds.), Interdisciplinary approaches to product design, innovation and branding in internationa marketing, advances in international marketing (Vol. 23, pp. 67–89). Bingley: Emerald.
   Google Scholar
• Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co‐branding: Brand equity and trial effects. Journal of Consumer Marketing, 17, 591–604.10.1108/07363760010357796
   Google Scholar
• Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology & Marketing, 21, 487–508.
   Web of Science ®Google Scholar
• Wind, Y. (1982). Product policy. Concepts, methods and strategy. Reading, MA: Addison-Wesley.
   Google Scholar
• Xiao, N., & Lee, S. H. (2014). Brand identity fit in co-branding. European Journal of Marketing, 48, 1239–1254.10.1108/EJM-02-2012-0075
   Web of Science ®Google Scholar
• Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58, 1397–1406.10.1016/j.jbusres.2005.03.011
   Web of Science ®Google Scholar