The differential impact of brand equity on B2B co-branding

Kalafatis, Stavros P., Remizova, Natalia, Riley, Debra and Singh, Jaywant (2012) The differential impact of brand equity on B2B co-branding. Journal of Business and Industrial Marketing, 27 (8), 623-634. (doi:10.1108/08858621211273574).

Abstract

Purpose: co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity positions.

Design/methodology/approach: this study employs a scenario approach incorporating three real multimedia software brands and three fictitious brands in nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high‐, medium‐ and low‐brand equity levels firms.

Findings: it was found that brands with equivalent equity levels shared the benefits of the co‐branding equally, while lower equity brands benefited more from the alliance than higher equity partners. The results also suggest that very dominant partners gain a greater proportion of functional benefits (such as technical expertise) from the co‐branding strategy.

Research limitations/implications: the study used real and fictitious multimedia software brands in a hypothetical co‐branding strategy, measuring a pre‐defined set of benefits. Different results may be found selecting a different industry setting, brands, and benefits.

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Contributors

Author: Jaywant Singh

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