RT Journal Article
SR Electronic
T1 Brand Equity Implications of Joint Branding Programs
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 413
OP 425
DO 10.1017/S0021849905050439
VO 45
IS 4
A1 Lebar, Ed
A1 Buehler, Phil
A1 Keller, Kevin Lane
A1 Sawicka, Monika
A1 Aksehirli, Zeynep
A1 Richey, Keith
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/4/413.abstract
AB A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint branding potential of 10 target brands and 10 partner brands with 10 different partnership scenarios. The scenarios represented joint branding activities related to promotions, sponsorships, new-product extensions or licenses, and websites. In this experimental setting, the study findings suggested that brand alliances can help build brand equity, but only under certain conditions and in certain ways. Specifically, joint branding campaigns helped to increase a brand's perceived differentiation but also sometimes harmed perceived knowledge and esteem in the process. For our study, cause-related partnerships had the most uniformly positive joint branding program effects.