To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

Abstract

Purpose

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.

Design/methodology/approach

A scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.

Findings

Results from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.

Originality/value

This study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

Citation

Yu, H.Y., Robinson, G.M. and Lee, D. (2021), "To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 4, pp. 677-698. https://doi.org/10.1108/IJSMS-02-2020-0018