What question did this study set out to answer?

Synthesize fragmented empirical literature to identify the central determinants of co-branding success and evaluate the influence of theoretical, contextual, and methodological moderators.

March 26, 2021International Journal of Consumer StudiesOpen Access

Success drivers of co‐branding: A meta‐analysis

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Authors

CTCeyda Paydas Turan

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Overview

Meta-analysis reveals partner brand relationships drive co-branding success across commercial alliances, indicating that brand image fit matters more than individual brand equity.

Key Points

Synthesize fragmented empirical literature to identify the central determinants of co-branding success and evaluate the influence of theoretical, contextual, and methodological moderators.
Conducted a meta-analysis synthesizing 197 effect sizes extracted from 37 independent studies across 27 published articles.
Performed moderator analyses across diverse industries, business types, and co-branding alliance strategies.
The relationship and fit between partner brands demonstrated a significantly larger impact on co-branding success than individual brand characteristics.
Brand image fit emerged as a more influential success driver relative to product category fit and individual brand equity, showing consistent generalisability across industry and alliance types.

Cite This Study

Ceyda Paydas Turan (2021) studied this question.

synapsesocial.com/papers/69d7da1aa2a48916bbbee0de https://doi.org/10.1111/ijcs.12682

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March 26, 2021International Journal of Consumer StudiesOpen Access

Success drivers of co‐branding: A meta‐analysis

View Full Paper

Ask AI

Bookmark

Authors

CTCeyda Paydas Turan

Discussion

Member takes

Overview

Meta-analysis reveals partner brand relationships drive co-branding success across commercial alliances, indicating that brand image fit matters more than individual brand equity.

Key Points

Synthesize fragmented empirical literature to identify the central determinants of co-branding success and evaluate the influence of theoretical, contextual, and methodological moderators.
Conducted a meta-analysis synthesizing 197 effect sizes extracted from 37 independent studies across 27 published articles.
Performed moderator analyses across diverse industries, business types, and co-branding alliance strategies.
The relationship and fit between partner brands demonstrated a significantly larger impact on co-branding success than individual brand characteristics.
Brand image fit emerged as a more influential success driver relative to product category fit and individual brand equity, showing consistent generalisability across industry and alliance types.

Cite This Study

Ceyda Paydas Turan (2021) studied this question.

synapsesocial.com/papers/69d7da1aa2a48916bbbee0de https://doi.org/10.1111/ijcs.12682

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