Co-branded products emerge when two or more brands combine their forces to
create a new product with its own identity. More and more companies use cobranding
strategy to reduce the risks inherent in creating new products. Moreover,
consumers evaluate some of those products favorably. Understanding of
consumers&rsquo / perceptions of co-branded products is important for learning the
importance of product design on these products. This thesis explores the reasons
why consumers perceive one of the partner brands of a co-branded product more
dominant than the other and presents the outcomes of a survey study carried out for
that purpose. The thesis comprises a two-part literature review on co-branding and
brand dominance. The survey study comprises a questionnaire that is filled out by
48 Dutch participants. Through such a study the reasons of consumers&rsquo / perceptions
of partner brand dominance were revealed / the strong influence of the fit between a
partner brand and the co-branded product and product design on consumers&rsquo / perceptions of a dominant partner brand was evidenced. Moreover, the implications
of gaining such an insight about the reasons of partner brand dominance for
designers and brand owners were discussed.
| Identifer | oai:union.ndltd.org:METU/oai:etd.lib.metu.edu.tr:http://etd.lib.metu.edu.tr/upload/3/12608777/index.pdf |
| Date | 01 September 2007 |
| Creators | Ozturk, Deniz |
| Contributors | Unlu, Canan |
| Publisher | METU |
| Source Sets | Middle East Technical Univ. |
| Language | English |
| Detected Language | English |
| Type | M.S. Thesis |
| Format | text/pdf |
| Rights | To liberate the content for public access |
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