A two-dimensional approach to between-partner fit in co-branding evaluations

Although previous literature in co-branding sheds light on the effects of perceived between-partner fit on consumer evaluation of co-branded products, the scope of findings has been limited to the functional fit only, and the importance of symbolic fit has been largely ignored. By conceptualizing perceived fit in two different ways - functional versus symbolic - this study attempts to provide a better understanding of the role of fit in co-branding evaluations. Findings demonstrate that both functional and symbolic fit significantly influence consumer response to co-branding. More importantly, results reveal that the relationships between fit and attitudes show different patterns across the dimensions of fit. Functional fit shows the inverted U-curve relationship with co-branding assessment, such that co-brands with high functional fit do not improve upon co-brands with moderate functional fit, whereas symbolic fit shows a positive monotonic linear pattern.