The Role of Perceived Fit, Attitude, and Need for Uniqueness on Intention to Purchase Co-Branded Product in Indonesia

Abstract

This research was conducted to empirically examine the role of perceived fit, attitude, and need for uniqueness to increase intention to purchase co-branded product in Jakarta. A total of 202 respondents were collected with non-probability convenience sampling technique, but only 150 data were usable as samples. An online questionnaire was distributed using Google Form with 5-point Likert scale for each indicator. All data were analyzed using PLS-SEM method. The results showed that perceived fit does not positively and significantly impact intention to purchase co-branded product. In addition, attitude and need for uniqueness can positively and significantly impact intention to purchase co-branded product. The results of this study contribute to get a better understanding of co-branding and to help the marketers formulate better co-branding strategies.