Cobranding e strategie di estensione: alcune evidenze sperimentali

The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. The first study analyzes how product fit of a co-branded extension may influence the consumers evaluation of a count-erestension. The second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between the brand and its original product category.