Co-branding as a strategy to influence consumer brand perceptions and attitudes through leveraging a strong brand
Date
2014-07-10
Authors
Khobane, Itumeleng Gideon
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Abstract
The purpose of this study was to establish whether co-branding could be adopted
as a strategy for leveraging the favourable perceptions and attitudes of the strong
constituent brand onto the co-brand, and, onto the weaker constituent brand.
The study used a quantitative research methodology where the data is founded
on the results from 369 surveys conducted in Johannesburg. The data was
analysed using the independent t-test to accept or reject the proposed hypothesis.
Using the Trust Based Commitment Model, the findings of this study show that
customers’ commitment to the brand influences them to engage in more loyalty
behaviours than those customers in mere functional or personal relationships with
the brand. The implication of the results in this study is that the consumer’s
commitment to the brand leads them to exhibit loyalty behaviours towards the
brand, with the adoption of co-branded products being a possible outcome.
As the study is limited to the impact of leveraging a strong sporting brand amongst
the adult black male consumer segment in Johannesburg, the study cannot be
used to make any inferences on the viability of adopting co-branding to leverage
the strength of sporting brands amongst other consumer segments in South
Africa.
Description
Keywords
Co-branding, Brand choice, Consumer preferences, Customer loyalty, Sporting brands, Johannesburg