Lessons drawn from co-branding with a lovemark.Results of an experimental research

Absztrakt

The purpose of this study is to discover the impact of lovemarks on consumers’ product assessment related to co-branding. As exploratory research, it describes the characteristics of love brands, which factors are necessary to be a lovebrand and further on what the consumer’s first reaction is to a co-branded product, which is new in the market. The main research question is whether lovebrands have any influence on product evaluation regarding a co-branded product. An online simulation was conducted, which was completed by 250 participants from which 235 valid responses have been collected. The questionnaire was evaluated within the SPSS program. The empirical results support the idea that co-branding is beneficial for the now-to-the market product during the product launch phase.