This thesis is about the perception of “fit” between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. Despite the great importance of fit between brands, it has not been investigated yet which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.
For closing this research gap, a theoretical framework is developed in order to identify potential “fit factors” that have an influence on the perceived fit. Based on the categorization theory and different brand association classifications the following potential fit factors between two brands are identified: price fit, user fit, usage fit, quality fit, brand personality fit, and category fit.
To find out if these fit factors have an impact on the perceived overall (global) fit of two partner brands, an empirical study of 9 real co-brands is conducted. 180 students are asked in an online questionnaire to state their perception of the 9 co-brands, regarding the different fit factors.
Findings of the empirical study show that similarities in the price level (price fit), users (user fit), usage situation (usage fit), quality (quality fit) and brand personality (brand personality fit) seem to have a positive relationship to the overall (global) fit of two partner brands, whereas a category fit has no clear relationship to the global fit of two brands.
On the one hand, these findings help brand managers to select the right partner brand. On the other hand, it delivers first indications for academics why consumers perceive some co-brands as fitting together and others not.
The findings of this research, as well as the developed theoretical framework, can be used for future research in this area.
Table of Contents
1. Introduction
1.1 Research Purpose, Research Question and Managerial Relevance
1.2 Delimitations
1.3 Structure of this Master's Thesis
2. Foundations of Co-Branding
2.1 Brand, Co-Branding and Brand Leverage
2.1.1 Brand
2.1.2 Definition of Co-Branding
2.1.3 Brand Leverage Strategies: Co-Branding, Brand and Line Extension
2.2 Types and related types of Co-Branding
2.2.1 Types of Co-Branding
2.2.2 Related types of Co-Branding
2.3 Benefits, Drawbacks and Success Factors of Co-Branding
2.3.1 Benefits of Co-Branding
2.3.2 Drawbacks of Co-Branding
2.3.3 Success factors of a co-branded offering
2.4 Literature Review of Co-Branding and Research Gap
3. Theory
3.1 Cognitive Theories
3.1.1 Perception and Attitude
3.1.2 Associative Network Memory Model
3.1.3 Categorization Theory
3.2 Fit Factors
3.2.1 Brand Fit
3.2.2 Category Fit
3.2.3 Theoretical Framework
4. Methodology & Research Design
4.1 Type of data: Primary vs. Secondary data
4.2 Type of research: Qualitative vs. Quantitative research
4.3 Questionnaire Design
4.3.1 Brand Selection
4.3.2 Questionnaire structure and questions
4.3.3 Number of questionnaires
4.4 Sample and Sample Size
4.4.1 Sample vs. Census
4.4.2 Sample Type
4.4.3 Sample Size
4.5 Data Collection
4.5.1 Method
4.5.2 Time Horizon
4.5.3 Techniques for increasing the Response Rate
4.6 Validity, Reliability and Generalisability
4.6.1 Validity
4.6.2 Reliability
4.6.3 Generalisability
5. Data Analysis
5.1 Method
5.1.1 Method for Demographic (Classification) questions
5.1.2 Method for Target questions
5.2 General and demographic statistics of the survey
5.3 Analysis of the Target questions
6. Conclusions, Limitations and Future Research
6.1 Conclusions
6.1.1 Conclusions from the Data Analysis
6.1.2 Answering the Research Question
6.1.3 Managerial Implications
6.1.4 Academic Implications
6.2 Limitations and Future Research
References
Appendix
Research Objectives & Key Themes
This thesis explores the consumer perception of "fit" in co-branding ventures. It seeks to identify specific factors—such as price, user imagery, usage situation, quality, brand personality, and product category—that influence whether consumers perceive two partner brands as fitting together. The central research question is: "Which factors lead to a perceived fit between two partner brands by consumers?"
- Theoretical identification of fit-determining factors between partner brands.
- Development of a comprehensive framework for assessing brand fit.
- Empirical analysis of 9 real-world co-branding cases using consumer survey data.
- Examination of the relationship between specific "single fit factors" and "global fit."
- Practical guidance for brand managers in selecting compatible co-branding partners.
Excerpt from the Thesis
1.1 Research Purpose, Research Question and Managerial Relevance
As mentioned in the introduction, it is already known that the perception of fit between partner brands is very important for the evaluation and the likelihood of purchasing the co-branded offering by the consumer (James 2006, Dickinson & Heath 2006, Dickinson & Heath 2008). Given the importance of perceived fit between partner brands, it prompts the need for academic research that investigates under which conditions consumers perceive two brands as fitting together. Up to now, not much research has been conducted in this area. Academics have examined the factor “perceived fit” in a general manner, without specifying and examining which dimensions it consists of (Washburn, Till & Priluck 2000, James 2006). All of their studies have focused mainly on identifying factors, which influence the evaluation of a co-branded offering rather than investigating the concept of fit itself. That means “fit” has never been investigated alone and in more detail.
This thesis investigates “fit” in more detail and tries to find out, which factors lead to a perceived fit between two brands by consumers. Given this research purpose the research question of this Master’s Thesis can be formulated as follows:
“Which factors lead to a perceived fit between two partner brands by consumers?”
Summary of Chapters
1. Introduction: Outlines the importance of co-branding in modern marketing, defines the research scope and purpose, and states the core research question.
2. Foundations of Co-Branding: Provides a comprehensive background on branding concepts, defines co-branding, discusses various strategies, benefits, and drawbacks, and reviews existing literature.
3. Theory: Explains cognitive foundations of consumer perception, discusses categorization theory, and defines the fit factors and theoretical framework for the study.
4. Methodology & Research Design: Describes the quantitative approach, the selection of the 9 co-brands, the questionnaire structure, and the sampling method used to collect data from Master students.
5. Data Analysis: Presents the statistical methods used to process the survey data, including demographic and target question analysis for each of the three questionnaires.
6. Conclusions, Limitations and Future Research: Synthesizes the empirical findings to answer the research question, provides managerial and academic implications, and reflects on study limitations.
Keywords
Co-Branding, Perceived Fit, Brand Associations, Consumer Perception, Brand Personality, Category Fit, Marketing Strategy, Brand Leverage, Consumer Behavior, Quantitative Research, Fit Factors, Brand Alliance, Product Categories, Price Fit, User Fit
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the "perceived fit" between two partner brands in a co-branding arrangement and identifies the underlying factors that influence this consumer perception.
Which specific thematic areas are covered?
The paper covers branding theory, cognitive psychology (specifically categorization and associative networks), the classification of brand associations, and the methodological rigor of quantitative consumer research.
What is the primary research question?
The primary research question is: "Which factors lead to a perceived fit between two partner brands by consumers?"
What scientific method is employed?
The study utilizes a quantitative research approach, conducting an empirical online survey among 180 Master students to test the influence of various "fit factors" on global brand fit.
What does the main body of the work entail?
The main body moves from theoretical foundations and literature reviews to the development of a theoretical framework, followed by the empirical implementation, data analysis of nine specific co-brands, and final conclusions.
Which keywords best characterize this work?
Key terms include Co-Branding, Perceived Fit, Brand Personality, Category Fit, Brand Associations, and Consumer Perception.
How does the category fit differ from other fit factors?
The findings suggest that category fit—the compatibility of product categories—is disconnected from the global fit, meaning two brands can be perceived as fitting together even if their product categories do not.
Why are "price" and "user" fit important according to the results?
The analysis indicates that price and user fit are strong, consistent indicators that move in the same direction as the "global fit," making them reliable predictors for brand managers.
- Citar trabajo
- B.Sc. Peter Zickermann (Autor), 2012, Co-Branding: Fit Factors between Partner Brands, Múnich, GRIN Verlag, https://www.grin.com/document/264423
