Are Two Brand Signals Better Than One: The Influence of Co-Branding on Price Expectations.

Abstract

One of the most popular forms of brand alliances is the development of cobrand partnerships. A cobrand is characterized by the placement of two brand names on a single product or package (Shocker 1995; Lamb, Hair and McDaniel 1998). While the cobranding strategy continues to grow in popularity, research on consumer interpretations of these products is sparse. The research presented here employs signaling theory to consider the impact a second brand name may have on price expectations.